The best and the worst thing about Marketing is that evolves so fast. Today you are on the right track, tomorrow there is some new and better marketing tool to use and yours is already obsolete. However, the great news is that staying on top of the new methods and applying them in your ongoing marketing strategy will only help you perform better. In this light, a great marketing strategy your business is certain to benefit from is Neuromarketing – planning your campaign in such a way that it will appeal the targeted users’ brains in an irresistible way.
Not long ago, Entrepreneur posted a great Infographic on making impact directly to one’s brain. It gives you 12 facts about the brain and how you can orient your marketing in the right direction in order to influence. The most important points, however, are the following three:
- A part of our brain is primitive and therefore susceptible to certain materials.
- Colours can be used to provoke certain feelings and emotions in us.
- The brain processes images 60,000 times faster than text.
Colour it appropriately.
Is it a coincidence that the blue colour, which is known to build trust in people, is the main colour of Facebook, the favicon colour for Google, Twitter and LinkedIn, the colour for hyperlinks, Microsoft Word’s icon and Outlook’s icon, and either the main or one of the most extensively used colours on the websites of 90% of the Australian banks? If using colours for specific purposes in your marketing campaign, however, have in mind that all of them bring up more than one association and some of them may have both positive and negative impact, depending on the individual. For example, green may be used to convey good taste, but it is also associated with envy, while red is usually associated with love, but many poisonous plants and animals exhibit this colour as a way of warning.
Tell me why.
In her ‘Xerox copy’ study, the Harvard psychologist Ellen Langer found that people will usually do what you want if you give them a reason. The interesting thing is that they will still do it even if your reason is silly. She performed the following demonstration: she tried to cut in front of a line for a copier by saying three different things. First she tried ‘Excuse me, I have five pages. May I use the Xerox machine?’ In this situation, only 60% of the people asked allowed her to use the machine before them. Then she tried ‘Excuse me, I have five pages. May I use the Xerox machine because I am in a rush?’ and now those who allowed her to go before them were at 94%. Then she asked the same question, but substituted ‘I am in a rush’ with ‘I have to make some copies’. You don’t say! And still, she had a 93% positive response. So, next time you are planning your marketing campaign, just tell the people why they should choose you, your product or your company.
Use great pictures.
This one is really straightforward. According to the specialists, 90% of the data processed by our brains is visual and they process it 60,000 times faster than text. Moreover, it appears that if you add images to a particular text, your brain will be more inclined to process it. Of all images, the ones that affect us most are faces, because people have the instinct to recognise faces genetically set. So next time, just add more images and less text, you will be surprised at the results!
To sum up, Neuromarketing is a great tool that can certainly give some good results if you use it carefully. Everything from the colour of your logo to the faces of people used on your pages have impact on your target audience, so what you need to do is make sure they convey the same message – the right message. Good luck!
Phone 1300 719 665 www.soniamcdonald.com.au
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