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Neuroscience and marketing – what’s the connection?

Have you ever wondered why your marketing campaign excelled one day? And when you tried to do it again it failed and you struggled to put your finger on why it did? It has something to do with neuroscience and marketing. Many marketers unknowingly use neuroscience to evoke an emotion in their client so that they will react favourably. Neuroscience looks at how the brain influences a person’s behaviour. So, how can we use neuroscience to up our marketing game?

Firstly, neuromarketing can be expensive to do especially if you are using fMRI machines to examine your target markets’ reaction to different marketing campaigns.  But there are some simpler ways to use neuroscience in your marketing:

1. Have your brand visible everywhere

It is important to remember that your brand is made of conscious and unconscious associations in your customer’s brain. If they see your brand everywhere then they will become familiar with it and when it comes time to buy they may be more willing to buy from you than your competitor. But also make sure that your brand is not associated with events that cause a negative reaction in your target client’s world as this will make them less likely to trust your brand.

2. Evoke intense emotions

For neuromarketing to work you need to cause your customer to feel emotions deeply. They need to feel anger, love, joy or even fear before they will engage in what you are offering them. Make sure the emotions you evoke will cause the reaction you desire from your target client.

3. Measure their gaze

With Hotjar you can examine heat maps to see where you get the most attention on your website. This will help you develop a better user experience on your website.

4. Use imaging wisely

Different pictures evoke different emotions in people and it is important to ask your target audience how they feel about certain images. You should also be cognisant of the colours which you use in your images. If you want your customers to react make sure the person in your image is pointing or looking in the direction of your call to action.

5. Consider the fonts you use carefully

Not only do images evoke a certain emotion so do fonts, therefore it is critical to choose fonts that depict the emotions you want people to feel towards your brand.

6. Watch people’s eyes and body language

When doing market research ensure you pay attention to what people say through non-verbal cues with their eyes and body language. When doing market research and you are using a focus group, you could request that you record them so that you can review their body language after the session.

7. Be persuasive

There are six principles to persuasion and each one can be used in neuromarketing. They are:

  • Reciprocity: This is convincing someone that you have done something for them and they need to return the favour. This could be used when you offer something for free and you may ask someone to share your brand on their social media platforms.
  • Consistency: Many people watch brands they like all the time and they start to believe their mission statement. If you do something which is not consistent with your mission statement you will break the trust you have built with your customer. Your brand must be the same on all platforms.
  • Social Proof: What are people saying about your brand? By being a leader and have cheerleaders in the social online environment can build your brand. Therefore look for social influencers who match your brand’s identity and reach out to them to be your cheerleader.
  • Liking: Everyone likes to be liked. Make sure you communicate well with your customer and make them feel loved. By making them feel like they are your priority, you will build an affinity for your brand and product.
  • Authority: Being authoritative in your niche is critical to help build trust among your followers.
  • Scarcity: If you let your followers believe there is a limited amount of your product they will be more keen to have it and because many people suffer from the fear of missing out or FOMO.

By learning from these seven steps you will be able to encourage the unconscious mind of your customers to react to your products in a productive and meaningful way.

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