Before we dive straight into the topic, read the image below.
Did you read the image even before reading the beginning line of this blog?
And, now do you wonder what Coca-Cola has to do with this blog?
Well, hold on! Did you notice the missing hyphen in the brand Coca-Cola?
You neither noticed the first line of the blog nor identified the missing hyphen in it yet, you did remember the drink in a wink.
This is called Neuromarketing. It is a branch of marketing that kindles consumers' psychological principles by employing the best marketing practices.
That's because the brain plays such a vital role in both buying and selling. The emerging search trends like voice search and visual search are enough to validate my point.
For example, Let's consider your case. Would you dare to change the color of your CTA button or the posts, blogs, or landing pages? You would never do it because doing so will have an impact on the conversions for sure.
Our brain is designed in such a way that it processes information in particular ways. And, it shall react according to certain triggers.
This aspect of the human brain has been closely observed by marketers and they have started to optimize their sites on par with those triggers as a novel measure to boost sales.
And neuromarketing is a sea and it shouldn't be constrained with just changing colors alone. More than that it has to do with observing consumer behavior.
Despite deconstructing and knowing the complexity of psychology, try to follow those brain-based strategies that are being employed to get desired outcomes.
Now, we shall find out why neuromarketing is the next big thing in growth hacking.
To unveil that information we first need to completely understand how neuromarketing aids with skyrocketing sales by observing consumer behavior.
The Tools of Neuromarketing
“Neuromarketing” means the act of weighing the physiological and neural signals that shall help us win customers' motives, infer a lot about their preferences, and know their decisions.
This will help you come up with informed novel advertising ideas, product development, pricing, and other marketing needs.
Brain scanning is the act of measuring neural activity. Whereas, physiological tracking can be defined as measuring eye movement and other proxies for that activity. These are considered the most common methods of measurement.
The two primary tools involved in the process of scanning the brain. These two are,
fMRI
EEG
Functional Magnetic Resonance Imaging tracks the changes in blood flow across the brain by making use of strong magnetic fields. Therefore, this is conducted while a person makes consistent movements while lying inside a machine.
This can be better understood by taking an EEG (electroencephalogram) as an example. The EEG reads brain-cell activity through sensors placed on a person's scalp.
Then it can slowly track the changes in activity of the person's brain within fractions of a second.
Despite all this there is a shortcoming, an EEG fails to pinpoint the spot exactly where the activity occurs. A lot of enthralling activities take place in the subcortical regions of the brain.
An fMRI can dive deep into the brain and not be cumbersome. It takes just a few seconds to track activity and for sure it can miss fleeting neural incidents.
Interest in consumer neuroscience took off in the mid-2000s when business school researchers started to demonstrate that advertising, branding, and other marketing tactics can have measurable impacts on the brain.
Case studies
In 2004 Emory University researchers experimented by serving Coca-Cola and Pepsi to students in an fMRI machine. When the drinks weren't distinguishable by the students, the researchers noted a consistent neural response.
Meanwhile, when students were able to distinguish the brand, the limbic structures showed triggered activity, elucidating the fact that the knowledge of the brand altered how the brain perceived the beverage.
Four years from then INSEAD's Hilke Plassmann and his team examined the brains of questioning people who were made to taste three wines with diverse fees.
Now, people's brains would have registered the wines with neural signatures. Most of them would prefer the most expensive wine. None of them were aware of the fact that all three wines were the same.
So, it's proven that when consumers see a price their mental calculation of value changes.
When the price was revealed first they tended to question “Is this worth the price?”, and when the product was revealed first they questioned, “Do I prefer this product?”
And, that is why businesses started to read human behavior and re-fashion their marketing strategies accordingly.
How Successful Brands Utilized Neuromarketing?
eBay: This business was redeveloped with a new brand identity after experimenting with their consumers' emotions and brain activity.
Mercedes: fMrI research was carried out to outline an ad campaign featuring car headlights that were designed to resemble human faces. This tickled a response linked to the reward center of the consumer's brain.
PayPal: PayPal uncovered that commercials concentrating on speed and comfort initiated an enormously higher reaction. As it's a lot better than advertising safety and security, an entirely new ad campaign was developed based on the results.
So, this is how companies belonging to different niches ventured out of the neuromarketing strategy and turned out super successful.
Neuromarketing: The Next Big Thing In Growth Hacking
We are well aware that our brain is encouraged by feeling, cares for sensory inviinvitationsd is greedy. It always looks out for a reward.
These are the famous beliefs of human psychology for most advertisers. So, they have assumed and outlined the dialogue between instinct and stimuli in subconscious decision-making.
So, advertisers make the best out of such known facts of the brain. So, to tailor their content cleverly by improvising the tools they employ to qualify human decision-making and improve their sales.
How to Use Neuroscience For Sales?
There are the must-know 7 Neuroscience tips you need to employ if you aspire to maximize your Sales.
- Employ Influence to steer value.
- Sell yourself before trading a product
- Create curiosity and longing by introducing the features and benefits.
- Trade your outcomes.
- Build credibility utilizing trust and expertise.
- Sales is an offer and offer relationship to customers.
- Quit selling to complete even additional sales.
Structure Content Using Neuromarketing Principles
Moreover, buyer psychology has been around for a long period, neuromarketing is a relatively new field.
Don't worry. There arises no need to subsidize costly equipment to take advantage of neuromarketing. You can manipulate the research that's already out there.
Our brain is diverged into three distinctive sub-brains.
The new brain: This is the rational brain which is responsible for processing facts, language logic, and other skills.
The middle brain: This is the emotional brain that has the olfactory bulbs to sense smell, hippocampus, and amygdala, which govern emotions and memory.
The reptilian brain: It is the instinctual brain that is made up of the brainstem and cerebellum. This brain has different parts and each of them releases different chemicals. This is responsible for motor balance, safety, avoidance, and survival instincts.
When a person looks at something this gorgeous the middle brain shall release endorphins.
When you get anxious, the instinctual, reptilian brain will switch to the fight-or-flight reaction.
This way each brain has a task that ensures you to survive and operate in the right way.
But what does all of this have to do with your marketing strategy?
Take a look at how this would help you with strategizing blog posts to boost sales.
Design elements/Top image: When the brain cycles the overall design of the landing page gets attracted it releases dopamine. This is exactly how the middle brain gets engaged.
Hero text/ headline: The reptilian brain gets evoked by the feeling of rush on seeing a controversial topic or a negative question.
Problem or concern: When a negative sentence triggers fear and invokes the reptilian brain, it eventually releases cortisol, the stress hormone.
Solutions to the problem or concern: The new brain is engaged in finding content that addresses the problem and provides a solution. Now, endorphins and dopamine are discharged, these chemicals are responsible for reducing cortisol and adrenaline.
Call to action to solve the problem: On seeing the Call To Action button you get an urge to do something. This is when the chemicals Serotonin and oxytocin are released.
Sales Is an “offer-always-to-offer” Relationship
Usually Offer and giving are terms that are the most searched during prime times and especially the holiday seasons.
In the book, The Science of Giving: Experimental Approaches To The Study of Charity, authored by Daniel M.
Oppenheimer Americans are believed to donate nearly over $300 billion each year to charity.
This, when you're selling a product online or offline, giving and the offers you provide along with it must be priceless too.
For example, let's take the offer provided to customers by Cloud. They give 1 – 10 GB free to their customers who register for cloud storage.
In case let us assume you are a budding writer then, you should give away the first two chapters of your book for free.
Giving is inseparable from my professional life. It is what I do daily. And according to me, that's the right way to build a sales relationship with potential customers.
I spent nearly $10,000 on creating content and also used to invest a lot of time. After doing so much, instead of selling my content, I give it for free.
Your customers are your best salesperson. Their word of mouth is the most powerful tool.
And, if you want them to take your product wide and recommend your product to others, then you need to make up your mind to give and give.
That's the healthy way to build relationships and trust between you and your customers.
According to the Agricultural Marketing Resource Center, the best way to sell is to reward. This will make the entire cycle of give and get, positive and even enjoyable.
This is what we call relationship marketing was inculcated into many marketing minds by Dale Carnegie over 80 years ago.
The best salespeople are the best givers. Try establishing a new relationship with prospects, it will for sure affect the neural development of the buyer.
On the contrary many marketers don't accept this to be a give-and-take relationship as they proclaim they do take nothing back from their consumers.
This is wrong. Love your consumers and find ways to give them as many valuable things they need as possible. It's better if what you give is more than what they'll pay for.
Even though they buy your product l, keep in mind that the value of your product/service will always be expected to be loftier than the price they paid for it.
So, never get tired of giving. It's a part and parcel of an entrepreneur's life, be it a brick-and-mortar business or an online marketer.
Therefore, creating relationships that propel sales to your business. That's how awning brands like Amazon, Zappos, Home Depot, and the like thrive in this competitive generation.
The existing brain science research in psychology, economics, and neuroscience consistently examining the advantages of generous giving has been largely correlational.
So, what did they infer? Does offering cause more satisfaction and joy? Or is the rapport between enjoyment and granting just a happy mishap?
Never a mishap! Happiness is always a positive form of emotion. This is native to the province, and the operation of the limbic brain region.
According to the study on happiness carried out by Dunn and Norton, the most comforting way to utilize money is to finance others. This now makes it evident why so many people contribute to charities and how that works in developing countries.
Now, have you closely observed two of America's leading billionaires, Bill Gates, and Warren Buffett?
Buffett bestowed 99% of his wealth to support charitable causes, declaring “I couldn't stop from being delighted with that decision.”
Though here they voluntarily pushed themselves down from being billionaires to millionaires, both continue to offer quite a bit to the world. This is because such heartfelt giving would drive more in return into your life and your business.
Meanwhile, even the successful internet marketers who generated 6 or 7-figure incomes follow this strategy exactly when they launched their products online.
For example, Even before Brian Dean began his premium course “SEO That Works,” first taught the best way to get top rankings ( rank higher on google ) for free in the form of a blog post. The value he provided through a readable blog made purchasing his online course a very simple decision. Because he had already created much value according to me.
If you don't have a product to sell at the moment, worry not, just try giving a richer experience to your consumers by creating high-quality content consistently.
New studies have affirmed that giving is helpful not just for the receivers, but for the givers too. It will bring much improvement to your mental health and multiply happiness.
Giving promotes partnership, optimistic human behavior, and social relationships.
This is all that you need to boost sales.
An investigation by sociologists Brent Simpson and Robb Willer indicated that “when you provide something to others, your benevolence is likely to be rewarded by others down the line. It may sometimes be by the person you gave it to or sometimes shall be rewarded by someone else.
If you frequently educate and keep informing your target audience about the value you offer, you'll sell more products or services in the approach.
Conclusion
Neuromarketing is undeniably a helpful tool that facilitates understanding what brings in more people to buy.
It can inform you what your consumers desire, why they create decisions driven by emotions, and how they notice your brand.
One important thing to always bear in mind is that people are extraordinary and often unpredictable.
This is why it's significant to comprehend your audience before executing these neuromarketing tactics.
And, never forget that what works for one brand, or one buyer, shall not work the exact way for another.
But generally speaking, you can still tap into the fundamental principles of psychology to promote your sales and build strong and loyal relationships.
By convincing the brain, you are convincing the buyer.
So, finally are you all set to try the best neuromarketing principle to intensify your sales?
