What Marketing Can Learn From NeuroMarketing
The first rule of marketing is to gain attention. Neuromarketing shows marketers how to gain attention.
According to Patrick Renvoise & Christophe Morin (Neuromarketing: Understanding the "Buy Buttons" in Your Customer's Brain"), we want to gain the attention of our old brain because it is the center for decision-making. They identify 6 stimuli that speak to the old brain. (See Neuromarketing Basics for Marketing Strategy.)
"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 stimuli that unlock the decision-making process:
- Self-centeredness: the old brain is "the center of ME and has no patience with or empathy for anything that does not immediately concern its own well-being and survival." Therefore, focus entirely on your target (and not on yourself) and liberally use the "you and your" words.
- Contrast: the old brain seeks clear contrast in order to make instant decisions and avoid confusion that results in delayed decisions. "…the old brain is wired to pay attention to disruptions or changes" such as before/after, risky/safe, with/without, and fast/slow. Therefore, to get the old brain's attention, create contrast and avoid things like neutral statements that dull contrast.
- Tangible Input: the old brain prefers and scans for tangible input to avoid the extra time and energy involved in thinking. For example, easily grasped words like "more money" are to be preferred to "maximizing roi."
- The Beginning and the End: the old brain tries to conserve energy (from thinking) by eliminating unnecessary content. "If the old brain can easily anchor a situation with a strong beginning point and a strong end point, it will not seek to use energy to retain content in the middle because it may not be necessary or vital to what the situation requires." The implication to presentations and all forms of communication is obvious and substantial: place the most important content in the beginning (focused on the "you"), repeat it at the end, and repeat it as often as necessary during the course of the communication to regain interest.
- Visual Stimuli: the old brain prefers visual stimuli which are processed faster than words and concepts.
- Emotion: finally, "the old brain is only triggered by emotion." This means that "we remember events better when we have experienced them with strong emotions." Marketers who want to be remembered should keep this in mind.
To be more successful, learn to speak the language of the old brain-let it focus your communication and persuasion strategy. Use the 6 stimuli to enhance your message.
Simplify Your Marketing.
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