Seth Godin calls it the lizard brain. Christophe Morin calls it the old brain. Whatever trendy name we hear – it’s rooted in psychology and neurology – it’s neuromarketing . It’s about the identification of how consumers think at the very base level and how we, as marketers, can get our target consumers to react. Think reptiles. They operate based on fight or flight. It’s a primitive automatic inborn response.
So considering that, get this… Statistical research suggests that more dentists than other professionals have “den” names like Denise or Denver, and people in general are more likely to move to a city or state with a name that resembles their own. Weird? Not so much. Ten studies from SUNY Buffalo published in the Journal of Personality and Social Psychology support the notion that more of our decisions – even major life decisions – are made at an unconscious level than we like to believe.
Although this is termed “new marketing” insight, when you look at it, it comes back to marketing 101. Consumers need a good reason to buy your products instead of the competition’s and they want to know it’s going to make them feel better about themselves in some way.
Neuromarketing experts tell us to keep the advertising/marketing messages problem-solution related to the consumer of our product (forget listing all our great product features; it’s not about us, it’s about them), include proven benefits in visual format – use lots of pictures – and trigger emotion, lots of emotion.
1. Identify a relevant pain-point or problem of your target audience.
2. Differentiate the way you will solve the problem and use your unique competitive advantage to show how you’ll do it better than the competition.
3. Show how your consumer will benefit from your solution. Use actual results.
4. Use images to create a visual of the positive outcome for the consumer.
Neuroscience technologies include eye-tracking to continuously improve the readability of print and digital layouts, and sophisticated brain-imaging techniques let researchers measure neural activity which they relate, in turn, to human sensations and behaviors.
Consider this recent study of neuromarketing and the positive implications for branding your practice. Researchers measured neural activity and found three differences in the way people respond to direct mail over digital advertising…
- Direct mail generates more or deeper emotional processing than the digital messaging.
- The brain sees the physical material as more real and pays more attention.
- People are more introspective, suggesting a desire to understand the message.
Clearly these results illustrate the wisdom of using direct mail and print in your marketing program. Further, according to the study, the brain’s preferential treatment of mail means that it tends to remember the brand, so brand impact will remain high over time, even for people who receive a lot of direct mail.
The moral of the story is: take the time to determine the best way to communicate to your consumer base. What are the top issues and what are the ways you will help solve these problems? Here’s a fun acronym that’s flying around on the Net that will help you to remember what your neuromarketing message should include – notice how many of your clients are tuned into WII-FM – no, not a radio station … What’s In It For Me. Neuromarketing techniques hit on the age-old method of communication. Problem-solution. Why choose my company? What to do next?
We’d never suggest that all the Lauras out there become lawyers or that all the Kens move to Kentucky. What we can do is provide expert help creating a marketing campaign that will differentiate you from your competition and give you the competitive advantage.
Please call us anytime for a no obligation consultation. We are experienced in practice marketing, will deliver a terrific return on investment, we guarantee respect for your time and quick response to your inquiries, and we guarantee your marketing campaign will stay on budget and on time. Call now!