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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 January 14, 2019

The Key to Finding Job Satisfaction and Having a Successful Career

The Key to Finding Job Satisfaction and Having a Successful Career

Regardless of whether you hold an entry-level administration role or regularly travel to the ends of the Earth as a hot-shot senior executive, you can still find yourself harboring an emptiness… a feeling that something is missing. A popular assumption that experiencing job satisfaction and a successful career should be underpinned by a well-rounded suite of tangible benefits, no longer holds true for many of us.

We’d never deny health care benefits, appropriate and fair remuneration, bonuses and travel perks in a job package. However, even if served to us on a silver platter, those features can only satiate us to a certain point.

You might wonder what governs entrepreneurs and start-up business owners to quit their lucrative jobs, essentially look the gift horse in the mouth and kiss such benefits goodbye! There can be an irresistible pull to mastermind a business with products and/or services that serve the greater good of community wider than that constituting their daily existence.

Even with research showing entrepreneurship to pose greater threats to their mental and physical health, this unique breed of individuals choose to go against the grain in chasing their dreams of being their own boss. Why? Why would anyone risk this type of career suicide?

Whether you’re an employee, have recently taken the leap to being a business owner or been in business for a while, the commonality is a congenital condition we all share as human beings; to feel a sense of purpose, value and contribution to our community. Despite it being harder to find this for ourselves in today’s world, these approaches will help you achieve ultimate satisfaction through the twists, turns and joyrides that are essential features of shaping a successful career.

1. Search for Opportunities That Feed Your Passion, Not Temporary Excitement

Even though well-intended, the ‘feel good now’ compass that career coaches and consultants often recommend you use to create career satisfaction can actually do you more harm than good. Excitement is transient. It doesn’t last. Passion is the compass you need.

Passion and excitement are two different things. The resounding career legacy that still draws you to turn up on the job regardless of the sunshine or storm that awaits you…that’s passion. It’s like a mental and/or emotional itch you can’t shrug off. Staying attuned to that calling will breed success for you sooner or later. Patience is key.

You’re also likely to have more than one key passion. Beware of getting caught in the notion you have to find your one true purpose. In fact, run immediately from any coach who tells you there is only one. There isn’t.

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Your passion is a journey that can take multiple forms so forget thinking there is the single dream job out there that will give you satisfaction in every way you can imagine. It simply doesn’t exist.

Consider embracing different roles and projects to help you fuel your passion or fuel your pursuits in finding it. Job satisfaction and your career success will be all the more sweeter from a wider range of enriching experiences.

2. Don’t Position Job and Career Satisfaction Assessments as Pivotal Guides to Your Success

Despite their popular use for vocational guidance, assessment tools such as Gallup’s Clifton Strengths and the Myers Briggs Type Indicator have come under fire[1] as being limited to the amount of true value and direction they can offer partakers.[2] These and many other guidance assessment tools (e.g. VIA Character Strengths , DISC ) are self-report questionnaires that don’t have normative population data against which to compare your results.

Simply remember these tools help you develop a stronger sense of what you identify as strengths and weaknesses within yourself, not in comparison with other people. They will still add insight around what sorts of career opportunities, tasks and projects are going to light your fire, what ones are going to extinguish it and what will prod and keep the coals steadily smoldering.

3. Be Clear on Your Personal Values, Ethics and Principles and Choose Relationships That Support You Honoring Them

Teamwork, collaboration, open communication and trust are commonplace for any flourishing work environment. However, whether or not your personal values can be honored in your work can make or break your job satisfaction.

How committed do you want to be to an organization that expects an average of 10 unpaid overtime hours every week under the guise of ‘reasonable overtime’? Are you willing to accept their construing this expectation as ‘strong commitment’ at the expense of your partner and children waiting at home for you? What are your boundaries concerning when you clock on to their time and when you clock off to yours?

Being very in tune with what your personal values, principles and ethics are will bid you well in the job satisfaction stakes. Spending time to reflect on experiences and working relationships you’ve had – the good, the bad and the ugly – will help you make well-informed searches and grounded decisions that will propel your career success.

Finding and nurturing relationships with associates and colleagues who share similar values doesn’t just make your day-to-day pursuits more enjoyable. You become fortunate to work with like-minded people who will support, understand and appreciate you like a second family.

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Being able to honor your personal values in your work means you will still be able to sleep at night when you have to tread where others fear to, and make extremely difficult decisions others would never ever dream of having to make as you forge success in your career.

4. Be Clear on Your Own Definition of What Having a Successful Career Means for You

It’s tempting to get caught up in the ideals and projections of success expressed by those we love, admire and respect. Underneath, we all want on some level to belong to a successful club of some sort.

With research reporting how much money we feel we need to be truly happy,[3] many of us try to subscribe to the notion that having the car of our dreams or taking a European holiday annually will not bring us happiness. The truth, however, for many of us is these tangible rewards are congratulatory reminders of our persistent efforts to chase our career pursuits.

If those are things you aspire to, don’t let anyone steal your desire and want to feel deserving of these things, that those are some parameters by which you define your career success.

Despite consistently being the top revenue earner for two years running, you may not wish to become the sales manager. You may not wish to step out into running your own business even though you consistently excel as an employee, delighting clients and repeatedly receiving glowing testimonials.

Your definition of career success might be enjoying the predictability of a regular workplace routine. You get to leave – without feeling guilty – at the same time each day, love the people you work with and get to spend a good, uninterrupted amount of work-stress free quality time with your family. That picture is also blissful job satisfaction and complete career success.

5. Identify the Sorts of Challenges and Problems You Want to Learn to Overcome

Standard advice you might receive from a career coach might be to look for opportunities where you get to capitalize on exercising your strengths and career-related activities you enjoy.

However, to become a success at anything involves improvement. To excel at anything often involves stepping outside boundaries and comfort zones where others wouldn’t. This means dedicating focus and attention to things you’re not so good at and things you don’t like.

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Here’s where working with a coach can be particularly helpful. Map out the experiences that were unsavory in your working history. Were there challenges you opted out of, projects you failed at or toxic relationships that blasted your sense of purpose and self-worth into oblivion? It’s within these experiences that you might just find the most valuable lessons and guiding lights for your trajectory to achieve greater job satisfaction.

If your natural leadership style is to be a collaborator, finding opportunities that require you to apply a more dictatorial style might be needed. Discussing a secondment or short-term project where you get to develop and test your skills can be a step further in earning contention to lead a larger project down the track.

With several of the company’s boldest personality types penciled to roll out the operation, you’ll not only develop skills that earn your right to throw your hat in the ring; those key players have an opportunity to see your competence. You can then work on building relationships with those stakeholders before you need to hit the ground running should you win the lead.

Greater job satisfaction comes with planning and choosing the lessons and opportunities you want to learn, not desperately flailing, floundering and hoping for the best.

6. Keep Reviewing Your Goal Posts and Be Amenable to Change

The word ‘career’ is indicative of a longer-term pathway of change, growth and development. The journey is dynamic.

You will accumulate new skills and let those you no longer need, become rusty. Your intrigue will be stimulated by new experiences, knowledge and people you meet. Your thinking will continue to expand, not shrink. As a result, your goalposts are likely to change.

A major part of enjoying a successful career is not just setting goals effectively, but regularly reviewing and readjusting them where necessary. However, moving the posts or the target still needs to take place by applying the same processes by which you originally created them. The strength of your emotional connection to those revised goals needs to be the same, if not stronger.

By asking yourself the following questions, you can assure your developmental and growth trajectory is still on course:

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  • Would working toward these goals still allow me to honor my personal values, principles and ethics at the same capacity if not greater?
  • Do the activities I need to undertake to meet these goals honor my highest priorities?
  • Does this feel right for me and those who are nearest and dearest to me?
  • Is this aligned with my passion?
  • Is chasing this goal a right step for me to take now or is this a detour or distraction which could delay my greater plan?

Each of your career goals should have different review periods. Whatever you do, stick to the review schedule you set. It will not only keep you focused but help you see your progress (or lack thereof) and allow you to timely re-chart your course before you get too far down the track. You don’t want to waste time haphazardly heading in the wrong direction.

7. Be Prepared to Let Go

It can be unfathomable to us as to why others risk leaping into the unknown when everything truly appears fine and dandy in the career realm. The company provided stability, recognition, financial success, interesting projects and the promise of a promotion…what was wrong? Why now jump sideways to run a café or train in another field altogether?

Nothing may have been wrong at all. It was all going right. It was just the end of a chapter. Perhaps the yearning for the next step is actually taking a different trajectory entirely. You may want to simply experience a different rhythm. Perhaps it’s time to pursue a different passion.

If you have leaped from employee-land to freelancing or have made the reverse-jump (or you know someone who has), you will have quickly grown a different appreciation for pros and cons each work lifestyle brings. Working for yourself can bring the greater realization of your creativity, whether or not it can be monetized to earn you a living.

When your customers are buying you or a product you designed and fashioned, there is a direct level of appreciation and gratitude that can elevate your confidence in the way you have never experienced as an employee, regardless of your rank.

Similarly, there are times where we need to recognize our business ventures were adventures, not long-term life-changing empires. There are times we need to recognize that time is what provides the clearest limitation of how long we persist for in such pursuits.

We have to recognize the absence of enough financial, mental, emotional and physical breadcrumbs that tells us we’re no longer meant to push in that direction. At least, not for the present time.

The Bottom Line

Above all, keep the momentum. As long as you remain committed to pursuing work opportunities that allow you to honor your highest priorities, the truth of who you are and what you stand for, achieving ultimate job satisfaction and a successful career will never be too far away.

More Resources to Help Advance Your Career

Featured photo credit: Csaba Balazs via unsplash.com

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