Will Leach

Marketing to Mindstates

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 Mindstate Marketing. In Marketing to Mindstates, Will Leach, founder of The Mindstate Group, a leading behavior research and marketing 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 designing marketing creative that compels people to listen, care, and act. "Will Leach has done a great job with his first book, Marketing to Mindstates. He's taken what could be a complex topic and really simplified it into an easy-to-read and understandable format. Additionally, he gives great examples of how you can apply his process to your own brands that are very actionable. Definitely worth the read." -Regan Ebert, Senior Vice President of Marketing, Dr Pepper Snapple Group "Marketing to Mindstates is an amazing secret weapon for any marketer or business leader looking to understand their consumers better or gain an edge in driving actionable insights to transform their strategy. Will has such a gift for taking supercomplex theory and his years of experience and breaking it down into accessible concepts that made it simple to understand and implement in my own business. Highly recommended " -Michael Messersmith, General Manager, Oatly "Will Leach is a passionate man, a deep thinker, and has a mind that constantly moves at 100 mph. All of this is present in his book, Marketing to Mindstates. Yet, what really comes through is the clarity with which he talks about the behavioral sciences in the context of everyday marketing and how all of us can apply his model in both marketing and research. The book is full of fascinating examples, clear ideas for implementation, and yes, passion for the subject matter. Every marketer and researcher should have this on their bedside table." -Simon Chadwick, Managing Partner, Cambiar Consulting "This book is really engaging and relatable, especially to those of us who have worked in consumer/shopper insights. As a fellow student of behavioral science, I know this stuff can be overwhelming and a challenge to make sense of. Will has done an impressive job of making sense of behavioral design and saving the rest of us from having to go through the effort to get there on our own." -Phil McGee, President, Decision Breakers, and Host of Shoppernomics Podcast "I highly recommend Marketing to Mindstates to anybody who wants to apply behavioral science to improve their marketing. Not only is Marketing to Mindstates a thorough science-based book, but Leach's Mindstate Activation Model is communicated in a clear, approachable way, making these concepts very actionable for anybody to use. If the goal of the book is to be a 'practical guide' to applying behavior design to research and marketing, that goal has been reached." -Eric Singler, Global CEO, BVA Nudge Unit