Marketing Applied to the Human Brain Needs
Okay, yesterday I wrote about choosing between Permission and Interruption Marketing. And, based upon the number of visitors – you enjoyed that discussion. Well, here’s another concept for you to think about regarding your marketing plans.
Are You Marketing to People the Way Their Brains Want to Process Your Message?
Now this is really big in my opinion – because the new brain research thanks to MRI and CAT scans are proving the mechanics of the brain and how it works. Then, some really smart people have studied this information and applied it to Marketing.
Here are the basics of this work regarding Marketing Messages (your ads, commercials and direct mail pieces). The brain is actually three different brains under one roof. Each has a unique function in the decision-making process. The key is make sure you get to the real decision maker.
For years I have preached the old sales motto:
All Decisions are Emotional and We Use Logic to Justify our Emotional Decision.
Now I have to rethink my strategy based upon new brain research. This research shows that the two parts of the above statement are still true in one form – yet, are missing a key part of the decision making process. Lets take a look at the three parts of the brain.
The “new” brain is the thinking or rational part of the process. It is always thinking about the reasons and logical steps to a decision – yet, it does not make the decision.
The middle brain is the source of emotional needs and it feels its way through life. While it is credited with a great deal of decision making – it is not the real source. It does have considerable influence upon the ultimate decision.
Now the real source of decision making -especially during the current economic times – is the “old” brain. It is responsible for making the real decision that impacts whether we make a sale or not. It is the little voice inside that talks about survival as it reviews the data and information provided by the New and Middle Brains. It then makes THE decision.
This process reminds me of Maslow’s hierarchy of needs where the large majority of people are located at the bottom of pyramid where survival and security are the most important actions. So the buying public along with the corporate “buying” agents are influenced by this survival and security element at the needs and brain wave level.
So, the question becomes “what are you doing to offset these concerns” so these people can make a favorable decision to buy your product or service?
Personally, I admit to recognizing this strange force influencing my decision-making process lately – remember the current economic condition is in play – and it is keeping my buying habits under control. I’m actually delaying decisions to honor my “old” brain concerns about the real timing of a recovery. I find myself openly doubting the claims of ads and commercials – my trust level is down and that is amazing to me!
So where can you learn about this new concept in Marketing? Good question, grasshopper! The best source to begin is the book that started the movement: Neuromarketing by Patrick Renvoise and Christophe Morin. These guys do an outstanding job of giving the background and research to validate their concepts. Then they give examples of the new way of Marketing.
And, based upon our lack of success with the old methods and some success using the new methods of marketing – I can concur that this system does work. Study it and apply it in your marketing plans – sooner than later. And, if you use an advertising agency and they have not been pushing this concept on you during the past two years – find another advertising agency.
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