The Science Of Your Customer’s Choice with Leslie Zane

What insights from behavioral science can entrepreneurs use to drive growth?

In this episode, Bill and his guest Leslie Zane explore applying behavioral science in marketing, focusing on understanding the instincts of your target audience.

Leslie Zane is an authority on harnessing the instinctive mind to accelerate brand and business growth. A marketer, TEDx speaker, and author, she is also the founder of Triggers, a brand consulting firm grounded in behavioral science.

Key topics that Bill and Leslie explore in this episode:

- Leslie shares her journey in marketing, from Harvard to starting their own company.

- The importance of behavioral science in driving growth and scaling companies.

- Why most traditional marketing methods don't work well.

- The conscious mind is resistant to change, which is why focusing on the instinctive mind can lead to faster and more sustainable growth for brands.

- A brand is the cumulative memories and associations that people have attached to it.

- Three rules for building brands in the mind: large physical footprint, distinctiveness, and positive associations.

- Familiarity is more powerful than uniqueness in marketing, since people are more likely to connect with familiar brands.

- The importance of distinctiveness versus uniqueness in branding, using examples from Aquafina and McDonald's.

- The importance of targeting a larger audience rather than just focusing on existing customers.

- Negative associations can be reversed by telling the truth about a company's practices.

Thanks to Leslie Zane for being on the show!

Get Leslie’s book: The Power of Instinct: The New Rules of Persuasion in Business and Life: https://amzn.to/3Lq6ohh

Connect with Leslie on LinkedIn: https://www.linkedin.com/in/lesliepicotzane/

Bill Gallagher, Scaling Coach and host of the Scaling Up Business podcast, is an international business coach who works with C-Suite leaders to achieve breakthrough growth.

Join Bill in the Growth Navigator Coaching Program: https://ScalingCoach.com/workshop

Bill on LinkedIn: https://www.LinkedIn.com/in/BillGall

Bill on YouTube: https://www.YouTube.com/@BillGallagherScalingCoach

Visit https://ScalingUp.com to learn more about Verne Harnish, our team of Scaling Up Coaches, and the Scaling Up Performance Platform, which includes coaching, learning, software, and summit. We share how the fastest-growing companies succeed where so many others fail. We help leadership teams with the biggest decisions around people, strategy, execution, and cash so that they can scale up successfully and beat the odds of business growth.

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Chapters in this episode:

0:03 Behavioral science and business growth.

4:46 Instinct in decision-making.

10:22 Branding and advertising strategies.

20:45 Aquafina and McDonald's.

24:22 Targeting non-customers for growth, rather than core customers.

28:59 Turning negative associations around.

36:08 Marketing for small businesses.