READING
Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing
Will Leach
Your nonconscious mind will filter out more than 99 percent of marketing you “see” today. Traditional marketing simply doesn’t work in today’s complex world. To reach today’s customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors—a process called Behavior Design.
In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.
With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers’ nonconscious to drive new behaviors and topline growth.
PeerSphere: Volume 8, Number 1
PeerSphere is the quarterly e-journal of the Chief Marketing Officer (CMO) Council, an organization dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The journal is peer-inspired, peer-driven and peer-influenced and provides insight from global marketing leaders about best practices and strategies in the marketplace.
The latest issue of PeerSphere is now available and covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:
The latest issue of PeerSphere covers topics such as:
- Whether live data is the lifeblood of telcos... or a liability
- Ways for marketers to navigate and understand the “Engagement Economy”
- How to deliver more human experiences in an increasingly digital world
- How to unleash innovation by speaking softly and carrying a sledgehammer
- A handy “multicultural digital fact pack” based on the latest market insights
PeerSphere is available on a complimentary basis courtesy of our sponsor, Thomson Reuters. If you would like to get involved in PeerSphere as an interview or profile subject, please contact Managing Editor Mary Anne Hensley regarding any inquiries.
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