Neuromarketing: Positioning Your Marketing to Speak to the Old Brain***

With the world in the throes of uncertainty, many businesses are looking to science as a way to unlock new strategies to attract and retain their customers. And a quickly emerging area of study: neuromarketing – is leading the way!

Defined as the in-depth analysis of how the brain influences purchasing behavior, neuromarketing could hold the key to how leading companies can differentiate their messaging to instantly speak to larger consumer audiences.

According to recent research pioneered by cutting-edge neuroscientists, Christophe Morin and Patrick Renvoisé, marketers can use the principles they’ve uncovered to improve a brand’s ability to cut through the white noise in the overly saturated marketplace and begin to connect with their customers on a much deeper and longer-term level.

Based on their findings, brands and companies that are able to appeal directly to consumers’ raw emotion in their messaging have been able to carve out an unfair advantage in their industries.

As outlined by Renvoisé, when people buy, they go through an intricate three-step process, that begins with thinking (in the neocortex), then analyzing their feelings (in the midbrain), and ending with making a decision to act (in the old brain). That’s why, according to their research, the best way to sway consumers to buy is to quickly tap into the part of the brain that is responsible for shaping decision making.

Are you ready to start using neuromarketing to compel your target audience to buy? Here are three things to include in your marketing messages.

1) Pinpoint their PAIN POINTS.

The part of the brain responsible for decision making is the old brain. And, to get this brain area highly stimulated, you want to speak to your customers’ pain. The old brain is the most primitive structure of our nervous system and is designed to help us stay protected against threats or dangers. Therefore, by speaking to the pain points, fears, and frustrations facing your customer, you’re getting that part of their brain listening and looking for a solution.

It is important to infuse persona and emotional undertones in your messaging to speak to the human experience. This can establish your company as being customer-centered and more authentic.

2) Make the SOLUTION easy to understand. 

Once you speak to their ‘problem’ you want to position your offering as THE most common sense solution. This involves showing how your solution will put an end to their suffering in a way that is completely relevant and practical for your customer. Leveraging before and after scenarios can be a vivid way to paint the true benefits of the solution that you’re offering them. When speaking to your solution you want to be sure the language you use is written to speak to the top three benefits that your customers will enjoy or reap when using your product or service. As a note, using more than three benefits can put the old brain in information overload, which will lead to inaction. Keep your benefit claims simple and to three or fewer.

Also, use language and phrases that will resonate with your audience. Avoid complex jargon and, instead look for creative and immediately understood ways to describe your solution. For example, leverage language that paints a clear picture of your target audience’s ideal state or wants, “have guilt-free time off” or “enjoy peace of mind without having to check your email”. 

3) Illustrate what’s in it for THEM 

The old brain works off of tangible, easy to verify information. And using social proof by way of testimonials is a highly effective way to keep the old brain active and primed to take action. 

As Renvoisé explains, “Your gain demonstration (or what’s in it for them) must show that whatever you provide in value far outweighs the cost. Value comes in three basic categories—financial, strategic, and personal. To demonstrate a claim, provide tangible proof of value in one or more of these three areas.”

You may find that the gain for your product or service is isolated to only one of the three categories. But, whenever possible, try to identify benefits that your product or service provides that may tap into the other categories. For example, freeing up an executive’s schedule by using an automated scheduling tool could also have personal value in giving them more time to focus on things they enjoy and could provide financial value by keeping them organized, prepared, and better positioned to close important client deals.

As the study of neuromarketing evolves, we expect even deeper insights to shape how companies market their products and services. The key will be in using these new findings in a way that is both authentic to your brand and will resonate with your consumers. To stay on top of all the latest business trends, be sure to follow BrainTrust on Facebook and check out our blog for new articles.

***Substantial input for this article was provided by material published by Christophe Morin, PhD, Co-Founder, and CEO of SalesBrain.