How often do you stop to consider the customer mindset of your audience? What’s their frame of mind when they encounter your product and your marketing messages? And what frame of mind should you and your team be in as you build your marketing plans, creative concepts, and campaigns?
Take, for example, the value-anchoring used to get customers in the right frame of mind about black pearls. When they were originally introduced into the U.S., the marketers behind the product had famed jeweler Harry Winston put them in window displays paired with precious gems like rubies and sapphires, getting consumers into the frame of mind that black pearls were a valuable luxury item.
