Category: Small Business Marketing

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The Art of NeuroMagnetism

First let me tell you what is NeuroMagnetism
NeuroMagnetism is a combination of strong self-positioning with NeuroMarketing. It helps the individual or company become desirable to the market and to inspire the desired reaction in person’s perception as deeply as possible.

Neuromarketing is a new field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.

Sounds complicate but this shows you ways to hit the consumer’s brain buy buttons.

In one sentence, it is the art to inspire desire because desire leads to action.

NeuroMagnetism goes beyond this and beyond persuasion because it also deals with your brand identity and how you are  perceived.

Why is this the age of NeuroMagnetism?

Old models of selling like AIDA- Attention- Interest- Desire- Action struggle in a world where adults have an attention span of less than 9 seconds.
A much better way is to understand NeuroMagnetism, become irresistible to an audience and  have the approach of Feel- Think- Do which shortens significantly the sales cycle.

The important part to understand is that there is a process you need to follow in order to get results. It is not about a bunch of tips on how you influence people.

I do relate this process to being a secret agent because if you stop to think about it, there are many commonalities.

spy
The steps are:

  1. Embrace your identity. You have to be aligned with your mission in marketing and in sales. The right mindset helps a lot as does the way you position yourself in front of prospects and customers.

2.Canvas the area. There is always a conversation already taking place in the mind of the consumer and it is your job to figure what is going on and what is wrong.- Find the pain

3.Infiltrate: Once you have the key points you should engage in that conversation, create connections and lead the process.

4.Reveal the assets– Here is where you show your value, show possibilities and solutions. What they gain by working with you. Show the gain.

5.Covert close– Where the sales happens without strong calls to actions and most of the time, the prospect will ask for the purchase.

This process can be applied to a number of scenarios but has always to be applied in marketing messages, copywriting and negotiations. All sales scenarios

If you’d like to go deeper in this topic, watch our webinar on NeuroMagnetism

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Consistency in Business

Consistency leads to familiarity that leads to likability.

So, if there is no consistency in your marketing, there will be scarcity. Here is another reason why social media marketing is crucial in any marketing strategy.
Let’s take a look at what McDonald’s does offline to create consistency:

You can be on the other side of the country or around the world and when you see the Golden Arches, you know exactly what the food will taste like. There might be an independent restaurant with better food next door, but most people will never know because they’ll choose McDonald’s.

McDonald’s is the safe choice. It became that way through consistency, delivering a similar experience every time. McDonald’s spends millions of dollars a year taste testing individual restaurants to ensure the food tastes the same way in California as it does in New York as it does in England. All new suppliers are put through a rigorous process to ensure the products they produce conform to McDonald’s exacting specifications. That food is going to be consistent, something Burger King has never figured out.

There are many ways we can create consistency in our marketing efforts. Here are a few ideas: Send messages on the same day of the week, post on social networks daily, post weekly videos, repeating key concepts on social networks, blog posts and videos.

Of course there are many more but the key point here is for you to understand that people buy from people they like and for you to be liked you need to become familiar to them and the way to do that is through consistency. So, instead of saying you tried something and it didn’t work, try a few more times. likable

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WalMart got is all wrong

I firmly believe the title above. In fact, I guess I could write a book about all the things that WalMart does it wrong.

Anyone remember when WalMart had a lounge on My Space? For people to hang out and connect? That became a joke amongst marketers because it was a big flop. No one wants to hang out around Wall Mart.

Wall Mart now is back to have cluttered isles, full of products, deal bins and tighter isles. They say this will attract more buyers because they can feel there are bargains to get. Wall Mart thinks clean environment with less clutter might be more comfortable to the client but makes them buy less.

Now, we know purchase decisions are mainly unconscious, happen on an emotional level and that because the brain uses about 25% of the body energy, it wants to save energy so it wants to pay attention to things that contrast with the environment, high visual appeal and a clear message.

When you have to search for bargains, the brain has to work hard. The emotional appeal it generates is low in contrast. It takes time and energy and makes the brain go into thinking. Well, thinking is counter productive to deciding.

When people buy from bargains they do because of the impulse of: What is in it for me. This is very strong for people but doesn’t make them want to buy from you.

Clutter  and chaos create an environment where your customers have to think too hard,  which is exhausting for the brain. They will do it if they have to, as long as  the perceived bargains and value are very high.

There are better ways to sell instead of exhausting your customers and make them waste time.

Make it easy for your customers to decide. Highlight the differences between you and your competition and have a clear message.

brain

 

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What is your brand personality?

If done right, your brand can actually change the way your customers feel about themselves.

Many of us use brands to send a signal to others about our personality. Just ask an Apple fan.

Your job is to turn your brand personality into what your customers aspire to be.

Think about brands that make you feel special or tell something about your personality. How would you feel carrying a blue box from Tiffany? Or a Victoria Secret bag? Do you feel more glamorous? What is that telling about you?

The products and services we use do affect the way we feel about ourselves. I for one, if someone drags me to a Wall Mart (that is the only way you will see me inside that store), they will see how fast my mood can change. I feel bad every time.

Now, when I hold my Nikon camera, I feel proud, a renegade and free. It affects my behavior too.

It is really important to know wants and needs of your customers and a lot about their values and fears so you can create a brand that resonates with their personality.

During the Super Bowl 2013 Audi put a commercial that illustrates well the points above.

 

 

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Interview with Diane Conklin

We had an awesome interview with Diane Conklin from Complete Marketing Systems  where she shares her story and some amazing tips for entrepreneurs.

Don’t forget that our shows are also available on Itunes and on Roku at the Buzz and Biz channel