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9 Secrets About Human Brains That Will Help You To Achieve Marketing Success

9 Secrets About Human Brains That Will Help You To Achieve Marketing Success

Understanding psychology is the cornerstone of becoming a great marketer.

The reason is that psychology is the basis for all effective marketing decisions- from designing a website, to creating engaging videos.

Now, for anyone working in marketing, this might sound like common sense. However, neuromarketing has taken the mix of psychology and marketing to a new level.

Neuromarketing is “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore nonverbal and unconscious physiological responses to various stimuli for the purposes of market research,” according to the Neuromarketing Science & Business Association.

In other words, it’s how our brain responds to marketing stimuli from both a conscious and unconscious standpoint. If you understand how people react to different information, then you can engage and produce sales more effectively.

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Neuromarketing relies on the cognitive biases that are built into all of us. Marketing either works with or against these cognitive biases. It’s that simple.

Let’s dive into these secrets of the human brain to help you unleash your inner marketing genius:

1. We Make Decisions with Our Reptilian Brain

We experience immediate reactions in three seconds or less from our reptilian brain. The reptilian brain includes the brainstem and the cerebellum. It’s where most cognitive biases take place; it’s commonly referred to as the attention gatekeeper or the decision maker.

If you can appeal to a consumer’s reptilian’s brain, then your marketing is more likely to convert. Characteristic preferences of the reptilian brain that are critical to consider when making any piece of marketing material are: pain points, selfishness, contrast, tangibility, visuals, and emotional connection.

Since these processes happen fast, it’s important to pay special attention to how your marketing materials look when browsed quickly. People are likely to see your subject line, headline, or featured image first. Mastering these three elements will give you a leg up in marketing.

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2. Dilated Pupils

It has been shown that people tend to be more trusting of people with dilated pupils, compared to people with constricted (small) pupils. This phenomenon was observed during a study where participants played a “trust game” with a virtual partner. The pupils of the faces on the screen were digitally changed to dilate (get bigger), remain the same, or constrict.

The scientists also observed how the subjects’ pupils responded to their partner by imitating the pupil condition they were seeing. This mimicry is associated with trust. Remember, people buy from those they know, like, and trust. If you can establish trust, then you’ve got one piece of the puzzle down.

3. Address Pain

Marketing campaigns that begin with addressing benefits are missing out on one of the most important attention-grabbers: pain. The reptilian brain concentrates more on avoiding pain as a means of survival, than on receiving benefits.

An excellent way to address this in advertising is by using a simple question like this: “Having trouble getting clients?”

4. Be Selfish

Consumers care about survival, and to survive you must be selfish. So, if you’re talking about the consumer then they’re more likely to listen. Within seconds, you need to address what you’ll do for them.

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If this is not obvious to the consumer, then they won’t care. To take advantage of consumers’ selfish attitudes, avoid using the words “I” and “We,” and instead, focus on using “You;” this strategy is extremely effective.

5. Contrast

Using contrast to deliver your message will help you keep viewers’ attention. The reason is that contrast helps articulate your message more than words do. For example, showing before and after pictures that distinctly display the benefits of your offer is an effective approach.

Also, keep in mind that contrasting the price of what you’re offering with something of a similar price that’s not a necessity can do wonders. For example, saying something like this for a fitness product: “This costs the same as just one week of going to Starbucks. Now would you rather have seven fattening lattes or an incredible body?”

6. Put Your Call-To-Actions in the Beginning and End

We don’t like unnecessary thinking because it takes energy to run the brain, especially when processing new stimuli. The brain is 2% of our body mass, but it burns 20% of our energy. Since our brain is optimized to conserve energy, it is not going to waste it by concentrating on things unnecessary for survival.

Consequently, the brain is alert when changes occur requiring us to evaluate danger. Changes mostly occur at the beginning and end of a commercial, video, and most other types of stimuli. Since the middle portion of your advertisement won’t receive as much attention, make sure to put your call-to-actions at the beginning and end.

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7. It’s All Visual

Visual input has a powerful effect. In fact, we recognize visuals before other areas of our brain can even process other elements, such as text. This allows for an almost instantaneous reaction when needed. As a result, visual representations help consumers understand your message much faster. For example, this is one reason you’ll notice that many marketers use pictures of books when offering a free eBook in exchange for an email address.

Approximately 90 percent of the information that the brain processes is visual. So if you want to be memorable, make sure to include top-notch images in your advertising. I suggest steering away from stock photos because people enjoy more personalized images.

8. Use Faces

Research suggests that from an evolutionary point of view, humans who could quickly identify threats and build quality relationships significantly improved their chance of survival. Since our brain is highly attracted to nice-looking faces, we unconsciously prefer attractive human faces when building relationships.

This is a big reason long-form sales pages tend to under-perform in comparison to sales videos where a person is communicating to viewers. The big takeaway is that using people in your marketing materials and emphasizing their faces can help increase your conversions.

9. Keep it Short and Sweet

You don’t want your audience to overthink their decisions, and displaying too much information will do just that. An analysis of eCommerce websites revealed surprising behavior: visitors who were exposed to additional details and information about a product were actually less likely to purchase it compared to visitors who were exposed only to the product image and a few general details.

The research showed that visitors who purchased the product, whether on their first time on the page or their fifth visit, spent significantly less time on the sales page than visitors who did not purchase. The takeaway: keep your sales page short and sweet and you’ll attract more customers.

Now that you’ve dived into some of the secrets of the brain, it’s time for you to begin using them to inform your implementation of marketing strategies.

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Last Updated on July 2, 2020

13 Common Life Problems And How To Fix Them

13 Common Life Problems And How To Fix Them

In life, we encounter problems as we breathe. But it doesn’t get to us until we feel a major impact, and that’s when it becomes a source of concern, hurt, or sorrow.

Life problems, depending on their magnitude, can be clogs in the wheel of progress, and we may not be able to attain our full potential if we don’t learn to place our problems in the proper perspectives as suggested in Robert Schuller’s Tough Times Never Last.

In this article, I have identified some common areas where you will most likely face problems as you make progress towards reaching your full life potential. I have also suggested practical approaches in handling, managing, and solving such problems.

1. Financial Crisis

We live in an uncertain world and a financial crisis may come at different stages of life. While you should always anticipate and prepare for a financial crisis, it may still catch you off guard or the magnitude may be far more than any preparation you have made over the years.

It could be that you lost your job or a major investment, got slammed with a lawsuit that threatens your savings, or have your livelihood be affected by a major disaster. So what do you do when you are in a financial mess?

Solution

To overcome a financial crisis, you will have to come to terms with the crisis. Acknowledge and accept the situation and begin recovery by setting your financial priorities right.

The next thing to do is to identify the cause of the crisis. If it’s due to a job loss, then your effort should be directed at getting a new job. If it is having multiple debts, look for ways to consolidate your debt so that your monthly debt repayment can be consolidated into one instead of being burdened with multiple payments.

You can also sell some of your assets to raise money to save the situation, or look for a better job if you are earning less at your current job. Don’t hesitate to ask for help from family and friends if you need to.

2. Health Crisis

Another major problem that might come up in your life is a health crisis. This is not far-fetched because our body systems work round-the-clock, even when we are sleeping. As a result of this, and if you don’t maintain routine health habits, health deterioration might begin to set in. Things might even get serious if you don’t attend to it early.

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Solution

When you are facing a major health crisis, the first thing to do is to consider lifestyle changes. This includes cutting down on junks, eating healthy diets, exercising, breathing fresh air, taking some sun, etc.

Apart from the lifestyle changes, you have to seek quality medical help and make sure you get different opinions about the state of your health so you can get the best affordable care.

3. Relationship, Marriage, and Family

There may not be anything as sweet as love and family life, but it can also be the source of pain for some. Human imperfections in a relationship can cause a major crisis in life. This has been a stumbling block to many on their path to fulfillment.

Solution

The best thing to do is to prevent relationship problems from happening, but if they do happen, you need to face reality and begin to take steps towards addressing them. Do your best to keep the lines of communication open as this can help in strengthening your struggling relationship. Talk about the challenges with your partner and look for common grounds.

You can also arrange to see a counselor together or read books that address the specific challenges you are facing. The worst thing you can do is to end a relationship and that’s only when you have exhausted all other options.

4. Workplace

The workplace is supposed to be a place where we dutifully render the services for which we’ve been hired.

However, it is not impossible to face animosity at work—dealing with toxic people who would rather not see any good in what you do. It might be caused by differences in background, attitudes, and unhealthy competition that can result in personal conflicts. This can create undue stress and reduce productivity.

Solution

Be as professional as possible when dealing with toxic people. Be kind and show understanding, and try to avoid personal confrontation.

You can even try to reach out to the persons and invite them over for a coffee and get to understand their worldview. This can help you to connect with them at their level so that you can avoid unnecessary stress for yourself.

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5. Career Pressure

In your quest to become more successful, you will likely encounter work-related pressure. Such can come when trying to stabilize your career or climb the career ladder. It can also come as a result of overworking and having no life. Career pressure is one of the most common life problems.

Sometimes, it may be that the promotion you are working hard to get is not coming or positions you are qualified for are being offered to others. The pressure can get more intense when you find that most of your colleagues are moving ahead of you.

Solution

Check to find if you have personal or attitudinal problems. Some attitudinal problems can put you at a disadvantaged end. It may be poor communication, poor personal grooming, or poor relationship and networking skills. If it is any of these problems, then work on improving yourself in those areas.

You can also observe your colleagues who are succeeding and take note of what they are doing differently.

6. Unfair Treatment

We are in a world where some people often think they have some privileges over others and may want to exercise this thinking and treat others unfairly. If you find yourself in an environment where you are being oppressed or treated badly because of your race, gender, or current status, this can make you feel really bad and can also affect your psyche and productivity.

Solution

There is the temptation to decry your treatment, defend yourself, and demand a change immediately, but you should really wait for the right opportunity to do that.

When the time is right, reach out directly to the person or authority involved, and make it private. Meanwhile, you should be factual about the instances of your unfair treatments. Don’t just say it that you are being treated badly; give several undeniable instances.

Once you’ve made your grievances known politely, keep being you. If things don’t change, you can cocoon yourself in that environment. If you have an option to leave, you can do so as well.

7. Emptiness and Boredom

When you are in a rut, everything becomes normal, dull, unproductive, and yet difficult to change. This can lead to feelings of emptiness and boredom. This may not seem like a serious life problem, but it can have a great impact on your life.

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Solution

To overcome boredom and emptiness, break out of your routines, and deliberately create a new experience for yourself. If you can’t leave your job to find a new one, start doing other things that reflect your true passion. Sometimes, the things that give us the needed drive in life are not our day jobs.

8. Confusion

Confusion is described as a change in mental status in which a person is not able to think with their usual level of clarity.[1]. It is inherent in forgetfulness and lack of concentration.

It can be caused by different things including medical and environmental factors. It can also be due to the experience of a loss, a heartbreak, or abuse.

Solution

Don’t allow the situation to deteriorate into something more serious. Try to snap out of whatever experiences you have had that is causing confusion. Seek medical help if necessary or talk to a psychologist.

9. Friendship Problems

We need friends in our lives to rob minds and hang out together and even help us when we run into trouble. But many people have found themselves in serious trouble as a result of the company of friends they keep. They’ve experienced jealousy, backstabbing, and betrayal of trust. Some friends have even used the information freely provided in times of friendship to betray trust.

Solution

Don’t open up on everything to friends. Keep some information only to yourself. If you notice that a friend is working against you, confront them with the truth. Limit your interaction with them or get rid of such toxic friends completely.

10. Haunting Past

We all have pasts, and we might have done some crazy stuff in the past before we begin to live a more civilized and decent life. But sometimes, the past comes back haunting. It’s even worse when life problems of the past haunt you back and become problems of the present.

It may be that what you have done is now striking your conscience, keeping you awake at night. Or someone who knows about it is trying to use it against you, and it is standing in the way of your progress.

Solution

Be true to yourself and forgive yourself. If it is an issue with another person, you can reach out to the person to settle with them. If it is a secret that is now being leaked out, own up to it, take responsibility, and move on.

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11. Safety and Security

You may find yourself in an environment where there have been unexplained murder, gun violence, police brutality, insurgencies, and other life-threatening situations. This can make you feel like you might be the next victim. What should you do in this situation?

Solution

Ensure that you watch where you go and keep your home secure. You can also get involved in a neighborhood community watch to collectively find solutions to the threat. If the situation persists, you can move to a more secure location.

12. Failure

Failure can bring disappointment and can also slow the pace of progress. But failure is also part of life, and we have to learn to deal with it. But what do you do when an experience of failure weighs you down?

Solution

You can read a book or biography to get inspired by other people’s success stories.

13. Grief

No one loves to grief but we can’t totally shield ourselves from it. The loss of a loved one is painful and, if not properly handled, can lead to an emotional breakdown.

Solution

Take your time to express emotions. You can also pen an emotional tribute to the individual. Writing can help us bring out the feelings that cannot be expressed otherwise, and it helps us breathe a sigh of relief.

You can also cope with your grief by helping them to realize some of their unfulfilled dreams or do something in their honor. Lastly, while you think about your loss, you will still have to move on, accepting the fact that life is transient.

The Bottom Line

Problems are what make life worth living. They help us adapt to become tougher as we adapt to different situations. Always remember that whatever problem you are facing has a solution or, at least, a manageable approach.

Therefore, never allow your challenges to stop you from fulfilling your true potentials in life.

More Tips to Help You Get Unstuck

Featured photo credit: Danka & Peter via unsplash.com

Reference

[1] Medicinet: Confusion: Symptoms & Signs

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