What happens when you take a panel of experts and ask them to demystify neuromarketing?
Answer: you get some fabulous content and some insights that may surprise you. Listen to the recorded session here, enjoy these highlights, and consider the implications to your marketing strategy.
From: Demystifying Neuromarketing via focus.com on March 7, 2012 #FocusNeuro
Reference: Definitions Neuromarketing Basics
- Have you ever heard an ad agency or designer say "Trust me-I know what works" and feel less than comfortable? Neuromarketing can take you from the discomfort of "trust me" to the confidence of "here's what works and why."
- Do you believe that you can optimize your decisions by using rational data? That was Descartes' belief. But in the book Descartes' Error we learn that we are not thinking machines that feel. We are feeling machines that think once in a while.
- There are different models of how the brain works. In the 3-brain model we learn that our oldest brain, sometimes called the reptilian brain because we share it with reptiles, operates below the conscious level and is driving our lives and and decisions.
- Neuromarketing won't replace traditional research like surveys and focus groups, but it definitely will complement and enhance research. The reason why? People don't know what they want. Even if they knew, we don't ask the right questions anyway.
- Neuromarketing is a window into our own minds, helping us to understand how we make decisions and choose our realities. This helps us get closer to the minds of our customers.
Descartes' Error: Emotion, Reason, and the Human Brain by Antonio R. Damasio
How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman
The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science by Norman Doidge
Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain by Renvoise and Morin
Patrick Renvoise, Chief Neuromarketing Officer and Co-Founder, SalesBrain, and co-author with Christophe Morin of Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain.
Brian Krausz, President of GazeHawk, a provider of webcam eye tracking services. GazeHawk's proprietary eye tracking technology allows you to see how visitors view your webpage, advertisement, or image.
Sara Misell, Director at Whitematter Marketing Ltd, a strategic neuromarketing agency.
Do you want to have neuromarketing demystified? Follow the link, above.
How to make customer buying decisions easier and faster.
One key to marketing and sales success is to offer the customer what he or she wants.
A second key is to deliver the selling message in the most acceptable way.
Marketing and sales execs and their companies spend enormous amounts of time and effort to find "what" customers want, but can trip up "how" the selling message is delivered. Neuromarketing points to a very powerful model of how the selling message can be delivered.Delivering The Selling Message
In Neuromarketing: Understanding The Buy Buttons In Your Customer's Brain
, authors Renvoise and Patrick state that, of the three brains that we all possess, it is the old brain that triggers decisions. (See Neuromarketing Basics For Marketing Strategy for details on our three brains.)
According to Renvoise and Patrick, there are 6 and only 6 stimuli that speak to the old brain. "Incorporating these 6 stimuli will give you fast access to the old brain and will immediately improve your ability to sell, market, and communicate."The 6 Most Powerful Decision Stimuli
Here are the 6 stimuli and how marketing and sales can use this neuromarketing insight to be more successful.1. Self-Centeredness:
the customer is interested in himself or herself. Marketing and sales need to avoid tedious and undesired messages about how great the company and product or service is, and goes straight for what's in it for the customer. Eliminate the "I" and "we" and go straight for the "you" and "your"; Say "you" and "your" at the beginning of the selling message and say it often.2. Contrast:
help your customers identify what's best for them by maximizing the contrast between what you offer and what your competitors offer. Get the old brain's attention by creating contrast and avoiding things like neutral statements that dull contrast. For example, compare what you offer to that of your competitors with expressions like before/after, old/new, risky/safe, and slow/fast.3. Tangible Input:
the old brain prefers and scans for tangible input to avoid the extra time and energy involved in thinking. Make it easy for your customers by using, for example, easily grasped words like "more money" rather than "maximizing roi."4. Focus on the Beginning and End:
Because the old brain tries to conserve energy (from thinking), it looks for shortcuts. One shortcut is to focus on the beginning and the end of a message and eliminate unnecessary messaging in the middle. By helping your customer conserve mental energy, you make your message more attractive and better understood. The way to do this is to place the most important content in the beginning (focused on the "you") and repeat it at the end. 5. Visual Stimuli:
the old brain prefers visual stimuli which are processed faster than words and concepts. Use visual props and language that suggests powerful visuals.6. Emotion:
make you selling message more memorable by triggering emotions. Use stories, for example, with powerful themes.
The Ideal Selling Message
Here is a template for the ideal selling message using the 6 old brain stimuli discussed above:Start with a clearly defined, tangible benefit directed to the "you" of the customer, contrast it vividly to your competitor's offering, support it with emotion, and repeat the benefit at the end.
Connect with someone who can show you how to use the power of the 6 neuromarketing stimuli to help you create more effective marketing and selling communications. Click on the link, below.
Can neuromarketing help you tap into your customer's buy button?
Dean Minuto believes it can, and he presents a very powerful argument why it should be part of your marketing strategy.
I met Dean at his recent presentation to a group of Vistage CEOs. Dean is East Coast Partner with SalesBrain, the world's leading Neuromarketing training and consulting company. The presentation was largely based on the book Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain by Renvoise and Morin.
Marketing: Separating The Wheat From The Chaff
Marketing has been the focus of my business career and it has been my dream to be able to separate the wheat from the chaff for what passes today as advertising (both traditional and Internet), communication, and persuasion. At a fundamental level, I believe that the more we know about ourselves--how we are made, how we think and make decisions, and how we react to our environment--the less energy and resources we will waste and the more effective we will become at satisfying customer needs.
Neuromarketing, based on neuroscience and employing research technology including fMRI (functional Magnetic Resonance Imaging), shows great promise. Dean's presentation takes elements from what has been learned and shows us how to apply these effectively and with integrity.
Neuromarketing and Social Media
For those who are social media marketers, you will discover how neuromarketing underpins much of what is driving social media success today. Neuromarketing is associated with hundreds of major companies including Coca-Cola, General Motors, Nestle, Procter & Gamble (source: Wikipedia).
Read the book and examine how your marketing might benefit from neuromarketing, then apply your insights to your marketing strategy, including social media strategy. For those interested in a scientific discussion of neuromarketing, you may want to follow the Neuromarketing group on LinkedIn.
HOW ARE YOU USING NEUROMARKETING IN YOUR MARKETING STRATEGY? Please share your experience in the comment box, below.
Photo Credit: dierk schaefer via Creative Commons license