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How to get leads…now

Generating leads is the holy grail for businesses, big and small. But how do we cut through the noise and genuinely connect with our potential clients? The answer may lie in an unconventional yet incredibly effective approach - the art of mind reading in marketing.

Understanding Your Client's World

The cornerstone of effective lead generation is deeply understanding your client's world. It's not enough to know what they might need; you must delve into their everyday challenges, frustrations, and desires. 

This approach is akin to a mind reader who doesn't just guess but knows what you're thinking because they're so in tune with your perspective.

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The Power of Specificity

Generic marketing pitches are a dime a dozen. "Save time and money," "Increase efficiency" - these are phrases that your potential leads have heard a thousand times. To stand out, you need to be specific. Very specific.

Consider a marketing automation tool. A general pitch might focus on ease of use or efficiency. But what if you went deeper? Highlight the annoyance of being frequently logged out or the frustration of a two-factor authentication process that feels cumbersome. 

That level of specificity makes your audience sit up and think, "Yes, that's exactly my problem!"

Demonstrating Deep Understanding Without Selling

This approach is fascinating because you don't need to talk about your product or service directly. When you accurately depict your potential clients' problems, you implicitly position yourself as the expert who understands them better than anyone else. This implicit understanding is more powerful than any direct sales pitch.

Consider the example of an ad that highlights the peculiarities of a user interface, like a misplaced 'continue' button in an online payment system. It's a small detail, but it's a detail that can drive users crazy. 

By highlighting these specific pain points, you're not just showing that you understand your audience but subtly suggesting that your product or service won't have these flaws.

Mind Reading in Action

How do you start mind reading in your marketing? Begin with your Ideal Client Profile (ICP). 

Dive deep into their daily routines, struggles, and unspoken needs. Create content that mirrors these aspects. The more specific you get, the more your audience will feel like you're speaking directly to them.

Remember, the key to mind reading in marketing isn't to provide solutions immediately. It's about showing a deep and nuanced understanding of the problems. The solutions are implied. When you accurately lay out the problems, your audience automatically credits you with having the solution.

Embracing Risk in Your Marketing

This approach requires a certain level of risk. You're venturing beyond the safe generalities of marketing speak and diving into the specific, sometimes obscure problems your clients face. 

It's about acknowledging that while not everyone will resonate with the specifics, those who do will feel a strong, almost personal connection to your message.

When done right, this strategy leads to an immediate and visceral response. Your audience feels seen and understood. They recognize themselves in your content. 

This recognition fosters a sense of connection and trust, turning them into not just leads but qualified, interested prospects who are more likely to convert.

Wrapping it up

The traditional approach of touting features and benefits is no longer enough in today's crowded marketing landscape. 

To truly connect with and convert your audience, you need to read their minds. Understand their struggles, speak to their specific challenges, and use storytelling to bring these issues to life. 

When you focus less on selling and more on empathizing, you generate leads and build lasting relationships with your clients. 

Remember, in the marketing world, the greatest skill you can develop is understanding your audience's unspoken needs and desires. That's the true art of mind reading in marketing.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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