I’ve been defining the customer’s Mindset as the desires, concerns, and questions that they have when they set out on their buying journey. These desires, concerns, and questions are top of mind for them, and if you don’t address these burning issues, immediately, they will click away. That’s one thing all digital marketing efforts have
We are defining the customer’s Mindset—as they set out on their buying journey—as the combination of their desires, concerns, and questions. Given the current pandemic mentality, you can assume their concerns are different and possibly more intense than they were pre-COVID 19. People are also spending more time online including social media and shopping.
In my previous blog article, we introduced the concept of Mindset-Driven Marketing. It’s a marketing strategy that gets right to the heart of the matter: Properly addressing your customer’s current and very specific mindset is what is going to drive your sales. As I was preparing these articles, I came across a fantastic example of “Mindset Immersion”—where everything that the company is doing addresses the customer’s very specific mindset. Let’s take a look.
Why do so many marketing efforts miss the mark? Because they focus on all the wrong things, such as “personas,” “positioning,” and “providing value.” They do not address what is actually driving the purchase: the very specific mindset of the customer. When you’re developing your marketing strategy, if you don’t start with this, you’ll end up making bad decisions and creating campaigns that don’t work.
Ever since Google made it possible for anyone to find anything online, the need for smile-and-dial salespeople has been seriously diminishing. I’ve said it before (in 2011!), and I’ll say it again: selling is dead. By selling, I mean making cold calls; “hunting,” making aggressive pitches in the cold call; “overcoming their objections,” and generally pushing the customer into a solution.