Do you ever wonder what grabs someone’s attention? What makes certain products sell more easily than others? What makes someone’s product so much better than yours?
To tell you the truth, it is not any of those things. It is not about the product itself, but how the marketer is selling the product. Which is where the study of neuromarketing comes in, and how important it is for marketers to truly understand this discipline in order to successful hook potential buyers and persuade them to make a purchase.
A Popular Method of Neuromarketing
fMRI is based on the same technology as an MRI -you know, the test that uses a strong magnetic field and radio waves to create detailed images of the body. Rather than creating images of organs and tissues like MRI, fMRI looks at blood flow in the brain to detect areas of activity. This is why it is a popular method when it comes to neuromarketing. It helps marketers benefit from cognitive biases of the viewers in print ad. According to a study, neuromarketing uses fMRI in a print ad to attract the attention of views
fMRI is one of the popular methods of neuromarketing that helps marketers benefit from cognitive biases of the viewers in print ad. According to a study conducted at UCLA in 2012, scientists used a fMRI facility to analyze and record brain activity from an anti-smoking print ad. The researchers found that activity in one specific area of the brain predicted the effectiveness of the ads in the larger population, while the self-reports did not.
What Are The Results of fMRI?
fMRI triggers 125 million visual neural receptors in the eyes. The visual neural receptors transmit information to the midbrain of the viewer which directs the movement of someone’s eyes. The signals are then received in the lateral geniculate nuclei, an area of the brain, where they are intercepted in terms of color, shape, and spatial location. This information is then processed through the hippocampus, a part of the brain which connects short-term memory to long-term memory. This cycle runs every time the viewer sees the advertisement. This is just one example of using neuromarketing to attract viewers.
Still interested in learning more about neuromarketing and how it helps businesses attract more customers? I encourage you to read on to these 6 examples of neuromarketing marketers can use to sell their products.
The Strange Eyeball Fact
Let’s start with this: Do you ever wonder exactly how great speakers capture their audiences’ attention by taking them on an emotional journey? They use stories, humor, vocal inflection, music, visual aids, and every other tool at their disposal but it all works. Speakers have a saying – “Make ’em laugh from the left and cry from the right.” What this means is that when they are delivering a joke, they are physically moving their bodies to the left side of the stage, but when telling an emotionally stirring story they stand on the right side.
It all has to do with neuromarketing. The idea is universal and its applications go far beyond just public speaking. It’s because of some incredibly strange anatomy going on behind the human eye. This could significantly affect your website, marketing pieces, print ads and much more if you hop on board with researching the knowledge behind this. It is a well-known fact that the left side of the brain controls the right side of the body and vice-versa, but your eyes are different. Activity from the right eye is not exclusively processed by the left brain hemisphere. Instead, input from the right visual field is processed by the left brain hemisphere, regardless of which eye is receiving the input. If you want your marketing messages to be conveyed effectively through any kind of visual media, then put appeals to logic in their right visual field and appeals to emotion in their left. Any type of visual marketing will have more of an opportunity for success with this strange fact in mind.
2. It’s All About a Pretty Appearance
If you’re wondering if colors affect purchases, they absolutely do. Visual appearance is everything when it comes to consumers purchasing any kind of product. Actually, 93% of people place visual appearance and color above other factors like texture, sound, and smell when shopping for something. Which then brings why 85% of consumers say that color made their purchasing decision after shopping for something.
Color is one of the most powerful methods of design. However, the same colors are not entirely universal. Colors that entice in North America are different from those that entice in India. It also has the unique ability to attract specific types of shoppers and change shopping behavior. Color can increase brand recognition by 80% which means more people are drawn to a brand that chooses the right types of colors.
3. Directing Attention to The Ad Copy
If someone were to lay two photos out in front of you: one with two people looking directly at the camera with an ad copy next to them, and another with two people looking to the side with the same ad copy next to them, what would you be looking at in each photo? Studies have shown that in the first picture more eyes would be drawn to the two people looking at the camera, while in the second, more eyes would be drawn both to the ad copy that the two people were facing towards. This neuromarketing example is something marketers should take into account when posting any type of ad.
4. Before You Know It, Everyone Will Be Singing Your Song
Everyone loves music. This is why big brands have always been using audio sensory to build their brand image. It is one of the easiest ways to describe your brand, and before you know it everyone will be singing your song. Audio plays a significant role in activating the right mood in the audience and creating a sense of connection with a brand. Ever wonder why “I’m Lovin It” always gets stuck in people’s heads? Everyone instantly connected with that!
While music is great and all, you do need to be very particular about the tunes you choose while doing the audio branding of your business. This will show the personality of your brand and as well as show who you want your target audience to be.
5. Make It Easy To Read
Humans are always drawn to easier things. Things that offer more comfort and ease. It’s natural for anyone to do. Which means people tend to like simple fonts that they can easily read and understand when looking at something.
A study by Norbert Schwarz and Hyunjin Song conducted a survey of 20 students by giving them printed instructions for an exercise routine. The exercise was written in two different fonts- Arial and Brush. The conclusion of the surgery was that people could read the Arial font better than the Brush font.
Although easy fonts are preferred, complex, interesting fonts can still be used in tactical sections of your ad copy to catch the attention of many viewers. An easy to read font will not catch more eyes on your website if it is used all over, so be sure to use complex fonts here and there throughout your ad copy.
6. Convince The Buyer It Is Worth The Investment
When marketing a product, anchoring is a great technique that uses the philosophy of neuroscience. It persuades a potential customer into buying something at the intended price, even though the actual price is much lower. You want the buyer to believe that your product is something worth investing their money in. It uses a particular facet of the product as a value proposition to the potential buyer.
For example, if you want to sell a property at your intended rate that includes the profit you want to earn from the buyer. Let’s say the actual price of your property is $20,000 and you demand $30,000 for the property. Even if you settle the price at $25,000 the buyer would like to buy the property considering that they get a reduction of $5,000. In this case, the buyer would be interested to buy the property based on its hyped worth, while the intrinsic value of the property is much lower.
These examples of neuromarketing are here to help you seek to create a brand identity that can influence the actions of your customers. If you put these examples to work in your marketing techniques to your target audience, you will persuade them to make a purchase. If you’re a marketer, I highly recommend reading more about this topic by reading a few of these books below.
Are you using these techniques when it comes to your marketing efforts? If so, leave a comment below and share the success you’ve gotten!
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