People talk a lot about how the market is not the same as before. Do they question that part of the reason is that when we leave our homes to shop we expect to have a nice experience? and that grumpy people is not part of what we think is a nice experience?
Don’t forget to tell your team members to smile. Smile sells.
Smiles can affect customer consumption and willingness to spend. Plus it is just nice.
A study showed that a light touch on a person’s shoulder made that person more willing to choose a riskier option when deciding between a riskier option when deciding between a sum of money or taking a chance on either getting a larger sum or not.
This has only worked with female touchers and worked for both male and female subjects.
We don’t tend to think about touch as part of marketing but it can be used too. After all, from all our senses touch is the only one that is received by any part of the body. It is extremely important to us.
When advertising using faces will attract more attention.
The face needs to be looking at what you want the prospect to see, be the headline, product etc.
The brain will be drawn to the face and then subconsciously will be drawn to what the eyes of the image appear to be looking at.
Gender matters if you are selling to men. Female customers are usually unaffected by the gender in a photo. But they love babies.
Sexy images make men more impulsive and interested in immediate gratification
People have an inherent tendency to categorize themselves into groups. They tend to base their identity on their group affiliations.
The need to belong is high on Maslow pyramid.
Think of ways you can make customers feel that they belong.
You can do this by having a member base, special prices for existing customers (Comcast could learn this one), T-shirts, special perks and many other ways.
Can you name a few?
Familiarity breeds likeability and that happens in milliseconds.
Familiar things makes feel better.
Therefore you need to keep your brand visible even when you think they are not paying attention. Like writing on your blog every week ;0)
Exposure is important and can cause a positive association later.
If you control an environment, keep your brand visible.
Find clever ways to be visible like Samsung that added charging stations in airports.
The nose is the shortest pathway to the brain.
Smells go right into the limbic system.
Remember that buying decisions are made on an unconscious level first.
You can use aromas to influence purchases and to brand your company. Singapore airlines for example uses a specific arom as perfume in all flight attendants, in their hot towels and in other elements in their service.
Again think how you can market to all five senses but don’t forget the nose.
You can use all five senses to sell more. It doesn’t matter if you sell products or services.
You will appeal to the emotions and stored memories of your customers. Remember: people buy with the mind and justify with the brain.
A good example of how this can be done using only copy is any box of Vosges chocolate. Vosges invites the consumer to feel the chocolate in their fingers, hear the snap, let it melt in the mouth etc.
They educate the consumer on how to consumer their product and appeal to all senses while creating imagery. Just brilliant.
By using the 5 senses in your business you can turn it into a powerhouse.
Eating out is something we can always postpone. That is not a good things for restaurants.
NeuroMarketing tells us a lot about selling more to customers when going out.
First we need to understand to which age group we are catering for. Different age groups have different expectations and we need to honor those expectations if we want to be successful.
One thing to have in mind is that boomers love to go out but they are going less and less to restaurants. Boomers expect to have an experience when they go out. Good food and a good time.
Unfortunately going out to eat has been more of a burden than a good experience. Service in restaurants has declined quite a bit and not much training is done with servers. So much easy to stay home than go through that.
Once in the restaurant, you can have a menu that makes people buy more.
We tend to think that all the prospect thinks about is price. Many times we are afraid of price increase because we think clients and prospects will fly away.
The real truth according to neuromarketing is that cost is not the only variable that causes pain in the mind of the consumer. Fairness or unfairness of the deal plays a big role too. How you present your services or products will dictate the fairness of the price.
A simple way to deal with the pain of spending money can be to ask for credit cards. Some how credit cards seem to take away the pain of spending.
The human brain is wired for narrative. This is why business storytelling is so important.
People make most of their decisions based on unconscious emotions as opposed to rational logic. Data dumps, dense PowerPoint slides and pure stats do not emotionally connect people with your idea. The best way to do that is with “Once upon a time…”
When absorbed in a story, people detect fewer inaccuracies and inconsistencies. More importantly, they don’t seem to care about the errors. However, when reading dry and factual content, people seemed more critical than when reading a story.
By linking your ideas to commonly known stories, you are leveraging a previously established neurological path in your audience’s memory. They will be able to more easily associate your ideas with that known path provided by stories. This way your ideas become more meaningful and memorable.
