We believe that we make purchases rationally. We spend extensive time mulling products and services over in our heads, and in the end, because we’ve spent so much time thinking about it, it simply provides a justification to why we should put our hard earned money where our mouth is and go ahead with the sale.
But do people actually make rational decisions when it comes to buying or are we all slaves to primitive thinking? We might very well be. However, there are ways that you can break the mould and start appealing to the right part of your target audience’s brain, to generate more leads.
We Believe Marketing is 50% Technology and 50% Psychology
This means that both technology and psychology are equally as important as one another. One without the other wouldn’t be generating the maximum impact.
We are fascinated by how the brain works in psychology in marketing and advertising. So we invested in a EEG headset that scans your brain to really identify what people find mentally stimulating, in order to generate ads and messaging driven by psychology.
You could ask people how they feel about the appearance of your website, ads or content, but there’s a good chance that they aren’t going to be entirely forthcoming, perhaps to save your feelings. However, if they have the headset on, it can be totally truthful, as it monitors brain activity.
Moreover, when you ask someone their opinion on something, they are using the part of the brain that doesn’t actually make the decisions. The neocortex part of the brain is responsible for creating ideas, but it’s actually the reptilian part of the brain that is the attention gatekeeper and makes the decisions and essentially wears the trousers.
The headset can provide accurate feedback on a user journey and see how they really feel about your website, proving to be a game changing tool in marketing.
The Reptilian Brain and How to Appeal To It
This particular part of your brain is well over 70,000 years old, but its importance shouldn’t be underestimated. The reptilian brain makes most of our decisions, however, we continue to optimise for rational, logical buyers.
If your product is not the rationally best choice (let’s face it, it perhaps isn’t always, for everyone, you must appeal to the reptilian part of the brain. There are ways that we as marketers can do that.
No Pain, No Gain
The reptilian part of the brains aims to avoid pain at all costs but in order to appeal to it, you need to tap into a customers pain points and establish how you plan to alleviate that pain, quickly.
A good example of this is Dominos Pizza, that tapped into the fact that when people placed an order for delivery, that customers wanted to know how long it’s going to take to get to them etc. So Dominos came up with the ingenious Pizza Tracker, that allows the customer to see exactly what stage their pizza is at. Genius.
What Can I Get Out of It?
By nature, humans are innately selfish. People don’t want to know how good your product or service is, quite frankly they don’t care. Sounds harsh, but true. They want to know how it’s going to benefit them. The mentality of your customer is: “What’s in it for me and how will this affect me?”.
It’s why we, as marketers use words like “you” and “your” in our copy, wherever relevant. The reptilian brain doesn’t need to think about ‘what’s in it for me?’, it’s already answered the question.
Read Your Customers Mind
Our plan moving forward is to get target markets together and run tests on the user journey on a website. The headset we are using can monitor levels of stress, engagement, interest, excitement, focus and relaxation. The main ones we will be focusing on are:
The EEG headset can tell us whether what we’re seeing is exciting, engaging and how much attention of a customer the website has.
We’ll keep you up to date with how we get on with it in future posts.