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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 November 5, 2019

How to Use Visual Learning to Work More Effectively

How to Use Visual Learning to Work More Effectively

Knowledge is essential to become successful in life, your career and your business. Without learning new concepts and becoming proficient in our craft, we cannot excel in our chosen careers or archive knowledge to pass down to the next generation.

But content comes in various forms, and because how we learn influences how much we know, we need to talk about learning styles. This article will focus on how to utilize visual learning to boost your career or business.

The Importance of Knowing Your Learning Style

Knowing your learning style enables you to process new information to the best of your ability. Not only does it reduce your learning curve, you’re able to communicate these same concepts to others effectively.

But it all starts when you’re able to first identify the best way you learn.

As a college student, I soon figured out that taking online courses without visual aids or having an instructor in front of me led to poor retention of concepts.

Sure, I got good grades and performed excellently in my online exams. However. I discovered that I couldn’t maintain this performance level because I forgot 80 percent of the course content by the end of the semester.

There are several types of learning styles known to mankind. To give an idea of how visual learning stacks up against other learning styles, here’s a brief mention of some of the different types of learning styles we have.

The four most popular types of learning styles are:

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  • Visual learning style (what this article talks about).
  • Aural or auditory learning style (learning by listening to information presented).
  • Verbal or linguistic learning style (learning that involves speech and writing).
  • Tactile learning style (learning by touching and doing)

But for the purposes of this article, we will be focusing on using visual learning to boost your career or business.

How to Know If You’re a Visual Learner?

When it comes to boosting your career, business (or education), a visual learner is one who would most definitely choose shapes, images, symbols, or reading over auditory messages.

I’m talking about preferring to read an actual map when navigating to a new place over listening to verbal directions. I’m talking about discovering that you actually have trouble remembering what your manager said at the meeting because there were no graphs or illustrations to support the points raised.

Most people who struggle with learning probably aren’t leveraging their best learning styles. The earlier you identify how your learning style can boost your success, the less struggle you will encounter with processing new information throughout your career.

However, visual learning in particular CAN 10x your career or business whether it is your preferred learning style or not. And here’s why:

Several studies have arrived at the conclusion that the brain retains more information with the help of visual aids. In other words, images are directly processed by our long-term memory which helps us store information for longer periods of time.[1]

While some lessons can be performed orally, several concepts can only make sense if you have an image with an explanation of sequences (i.e learning about the human DNA).

Visual learning does use a different part of the brain and visual cues are processed by the part of the brain known as the occipital lobe.

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By engaging more parts of the brain during learning, you’re able to have a fuller understanding of concepts and facilitate better interaction with your immediate environment.

How to Use Visual Learning for Success

Here’re 4 ways to use visual learning to boost your career or business:

1. Bring back the to-do list. Then add shapes and colors to boost productivity.

We live in an age where computers have taken over virtually every aspect of productivity and most human functions. But written lists are making a comeback, and with an endless number of important tasks to complete, having a to-do list of tasks in order of importance can improve your productivity.

While coming up with a list is initially challenging, adding colors and shapes to written lists that you personally write and manage gives you an extra layer of assurance and boosts aids recall so that you actually get stuff done.

I have tried this technique in my work as a registered nurse and discovered that adding shapes and colors to to-do lists helps me delegate tasks, recognize where more work is needed, and makes it easy to cross off completed tasks at the end of the day.

2. Add graphs, charts and symbols to your reports.

Yes, it seems like more work cut out for you. However, graphs enable you monitor the heartbeat of your business.

Graphs and charts help you trend your finances, budget, and pretty much any data overtime. With the help of free and premium software available on the market, it has become easier to take plain data and in a matter of seconds, have relevant information displayed in different shapes and images.

As an entrepreneur, you can make predictions and allocate funds wisely when you’re able to see whether your efforts are rewarded. You can use colors and charts to delegate actions to members of your team and track performance at the same time.

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And when broken down into monthly, quarterly, bi-annual or annual goals, graphs and charts communicate what ordinary text cannot.

3. Effectively brainstorm with mind-mapping.

Mind-mapping is not new but I don’t think it’s been talked about as often as we do to-do lists.

With mind mapping, you’re organizing information accurately and drawing relationships between concepts and pieces from a whole.

Think of a mind map as a tree with several branches. For example, the tree can symbolize healthcare while each branch stands for nursing, medicine, laboratory science, and so on. When you look at nursing, you can further branch out into types of nursing; pediatric, women’s health, critical care, and so on.

It’s an interesting relationship; the more ideas you’re able to come up with for your chosen subject, the deeper you get and the stronger the association.

Mind maps really show you relationships between subjects and topics, and simplifies processes that might seem complicated at first glance. In a way, it is like a graphical representation of facts presented in a simple, visual format.

Mind mapping isn’t only limited to career professionals; business owners can benefit from mind mapping by organizing their online learning activities and breaking down complex tasks into simple actions so that you can accurately measure productivity.

4. Add video streaming to meetings.

What if you could double the productivity of your team members by video streaming your meetings or adding flash animation to your presentation at the same time?

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When you offer video as an alternative method of processing information to colleagues, there is a greater chance of retaining information because we recreate these stories into images in our minds.

For organizations that hold virtual meetings, it can also be an effective way to enhance performance during if people can see their colleagues in addition to flash animation or whatever form of video is provided during the meeting.

Is Visual Learning Better Than Other Learning Styles?

No, that is not the point. The goal here is to supplement your existing dominant learning style with visual learning so that you can experience a significant boost in how you process and use everyday information.

You might discover that understanding scientific concepts are much easier after incorporating visual learning or that you’re able to understand your organization’s value when projected on a visual screen with charts and graphs.

The overall goal is to always be learning and to continue to leverage visual learning style in your career and business.

More About Learning Styles

Featured photo credit: Unsplash via unsplash.com

Reference

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