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This Marketing Mindset Works When Others Don’t

By Jason Freely / a couple of months ago
This Marketing Mindset Works When Others Don’t

Bet you thought that marketing was all about doing things like posting on social media, writing blog posts, placing ads or whatever other activity you think is marketing.

But there is one thing that everyone forgets to mention that is probably 90% of every single marketing activity — it’s your mindset.

What Mindset is and Why it Matters to Your Marketing Success

There are two basic types of mindsets; fixed and growth. As a human being you toggle between these two mindsets throughout the course of your day.

Think of these mindsets as stories that you tell yourself about who you are, who other people are and how things are. You can also look at these mindsets as a set of beliefs or values. And, if there’s one thing we know about beliefs and values it’s that they are difficult to change. It really takes something to shift and change one story to another.

The question is who is going to drive your brain? Are you goin to choose what to think or are you going to let your monkey brain drive the show?

When you’re in a “fixed mindset”, you believe that things are more or less set in stone; your level of intelligence, your ability to solve problems, etc. In other words, you are who you are today and tomorrow and every day after that. If you take this a step further, you might believe that the world around you is fixed as well.

A growth mindset is more fluid, more malleable. A growth mindset is open to shifting and changing based on what YOU choose and how you choose to interpret your circumstance.

In her book, Mindset: The New Psychology of Success, Carol S. Dweck , PHd lays out a blueprint for how our mindset is wired.

For twenty years, my research has shown that the view you adopt for yourself profoundly affects the way you lead your life. It can determine whether you become the person you want to be and whether you accomplish the things you value.

I’ve seen so many people with this one consuming goal of proving themselves — in the classroom, in their careers, and in their relationships. Every situation calls for a confirmation of their intelligence, personality, or character. Every situation is evaluated: Will I succeed or fail? Will I look smart or dumb? Will I be accepted or rejected? Will I feel like a winner or a loser? . . .

There’s another mindset in which these traits are not simply a hand you’re dealt and have to live with, always trying to convince yourself and others that you have a royal flush when you’re secretly worried it’s a pair of tens.

In this mindset, the hand you’re dealt is just the starting point for development. This growth mindset is based on the belief that your basic qualities are things you can cultivate through your efforts. Although people may differ in every which way — in their initial talents and aptitudes, interests, or temperaments — everyone can change and grow through application and experience.

Do people with this mindset believe that anyone can be anything, that anyone with proper motivation or education can become Einstein or Beethoven? No, but they believe that a person’s true potential is unknown (and unknowable); that it’s impossible to foresee what can be accomplished with years of passion, toil, and training.

How to Actively Shift Your Fixed Mindset Into a Growth Mindset

One of my favorite things to do is play “mind-games” with myself. That means noticing when my brain is in “storytelling” mode and stuck in some story I’ve created that does absolutely nothing to move me any closer to my goals.

Today, I’m going to share three marketing mindset strategies that will help you create a new story about your business and what you’re selling. These will help you shift and create a new story — especially when times are tough.

Pivot to Basic Needs

Maslow's hierarchy of needs

If your product or service has been focused on higher-level needs such as status or recognition, and times get tough, you’ve got to shift to basic needs. Think about the different ways that your product or service fulfills on needs rather than wants. Identify the basic needs your customers might have and then select those features that fulfill on those needs.

Develop a New Offer

This exercise of refocusing your product or service on basic needs just might lead you to developing an entirely new offer. The best way to do that is to do a simple chart that highlights what your customer is dealing with right now and see how your product or service can transform their life in order to solve a problem or fulfill on this basic need.

Master marketer, Ryan Deiss has this amazing before and after worksheet that I’ve found really helpful.

Here are the questions that you can ask that will help you fill out this sheet:

  • What does your prospect HAVE in the “Before” state? What does your prospect HAVE in the “After” state?
  • How does your prospect FEEL in the “Before” state? How does your prospect FEEL in the “After” state?
  • What is an AVERAGE DAY like for your prospect in the “Before” state? What is an AVERAGE DAY like for your prospect in the “After” state?
  • What is your prospect’s STATUS in the “Before” state? What is your prospect’s STATUS in the “After” state?
  • What is an EVIL that is plaguing the prospect in the “Before” state? How does your prospect conquer it and bring more GOOD to the world in the “After” state?

The key to making this work is stepping away from your old mindset of “how things are” and playing (like a game) with a new mindset of curiosity and seeing what other ways there are to look at your offer.

Explore Other Distribution Channels

With these two exercises under your belt, you might have gotten some new ideas about different ways to get your product or service within arm’s reach of your customer. In other words, find some other distribution channels.

Here’s an example of an Indiana bistro that is distributing “raw material” from their restaurant to their customers. Some restaurants are providing prepared meals for pick-up, but that’s not your only choice. You can also distribute fresh vegetables that you get from local farms.

how a restaurant shifted their distribution channel COVID-19

And here, a local elder law attorney is offering “curbside” signings for legal documents.

Conclusion

Don’t let what’s happening outside of you determine how you will react to it. The way you perceive the world and the choices you make about how you’re going to act and react are all up to you.

You control how it goes.

And just remember this. Economic downturns often yield exciting new businesses that could only have been created during a time of massive disruption. You never know, the new ideas and marketing message that you create can be exponentially more successful than anything you’ve come up with in the past.

The best is yet to come — if you say so.

Want a Video Like This One?

I wanted to give a shout out to my friend Robert Weiss from Multi Vision Digital who put this video together with me and for me.

Believe it or not, we did this with my iPhone Max! This production process is called Remote Video Capture. I downloaded an app, got on a call with Robert and in about 30 minutes, I shot two short little videos. He and his team did a little editing magic, and the end result is what you see here.

This process was SO fast and easy! I was really impressed. So, if you’ve been meaning to do a series of videos but you found the whole process too daunting or scary. Definitely check this out. All YOU have to do is put a series of quick tips together, schedule a session and away you go.

For more info, you can reach out to Robert and tell him I sent you:

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