Have you ever found yourself thinking about two different things in a situation?
One part of your brain is telling you yes, while the other is telling you no. For example, have you ever had the most satisfying meal at one of your favorite restaurants, with the best company? You’re ready to grab the check, but then your waiter brings the dessert menu over.
Or have you ever been at your favorite bar with great friends debating on when the last beer should be? “One more will be fine…” five beers later.
You are so full…but this dessert menu looks amazing. You’ve been at this bar for hours, but everyone else got one more round. What do you do?
This is what I mean when quite often people feel two ways about things. Two different mindsets, finding themselves in two minds. At this point, that is what this dessert menu and that last beer is dong to us.
One part of our mind is telling us that this is your favorite restaurant, and they just released a brand new dessert menu. The hot chocolate lava cake with ice cream on top looks amazing. How often do you get to go to your favorite restaurant and do this? Dessert would also make the night last longer, allow you to get another glass of wine and enjoy the great company you’re with for at least another hour.
While one part of our mind is telling us this could be a really good decision, another part is reminding us of all the calories in that chocolate cake. How long we would have to go to the gym tomorrow to work our dinner off, and now this chocolate cake. How late it is getting and that we should head home soon.
Do you see what I mean? We are literally in two minds these are neuromarketing examples.
In Walks The World Of Neuromarketing
The following neuromarketing examples use brain research to reveal subconscious consumer decision-making processes. Neuromarketers study brain- and biometric responses, as well as behavior, to understand and shape how consumers feel, think and act.
In other words, welcome to your conflicted brain. It is actually called something!
When you look at that dessert menu, or all of the beers on tap, your primitive brain lights up. It is the part of the brain that kept us alive when we were hunter-gatherers.
Back then, nutrients such as fat, sugar and salt were hard to come by. Ever wonder why it is so hard for many people to say no to sweets, that juicy burger or that salty bag of chips? Our brains are hard-wired to say “yes” to food that is sweet, fatty, or salty. It is a survival thing.
This is why fast-food restaurants are so incredibly successful. This is why salty bags of chips are always in people’s pantries. This is why it is so easy to put on weight, and so hard to lose it.
This primitive part of our brain wins the majority of the time, simply because it is thinking all about survival. This part of the brain continuously sends you these eat-more signals by releasing neurochemicals, like oxytocin and dopamine. These chemicals make us feel good when we make a pleasurable decision, like going for that dessert at the end of dinner.
Oxytocin is known as the “bonding” hormone. It stimulates feelings of trust, openness, and togetherness. And dopamine is the “gimme more” neurotransmitter. It’s all about our feelings of wanting, craving, and anticipating.
In other words, these are feelgood chemicals that copywriters can utilize, and everyone like to feel good!
So What About The Other Mind
We know that the primitive part of our brain is all for that dessert menu and that last drink, but what about the other part that is whispering “Say no to the dessert” and “you’ve had one too many brews.” Where is that voice coming from?
That is what we like to call our prefrontal cortex chipping in and doing its job. When quite often, we wish it would just leave us alone. It is responsible for the executive function, meaning that it acts like a conductor communicating, guiding, and coordinating the functions of the different parts of the brain. It is more recently evolved, and where higher-level thinking and processing emotions is done.
Basically, it is the more sensible, rational part of the brain. It is always giving its opinion, reminding you that the chocolate cake has way more calories than you need.
But does this part of the brain ever win? Majority of the time no, the primitive part of our brain takes that role. See how much we listen?
Your Role As A Marketer
Try to avoid the feel bad chemicals in the primitive part of the brain
What do we mean by “feel bad?”
If a car is coming at you, you need to react quickly and jump out of the way. Right? This specific part of the primitive brain that is activated is the amygdala. Dangerous things making us want to fight back stimulate the release of cortisol in the amygdala.
So, what does this mean to a marketer? Customers are constantly hit by excessive, boring, overused and aggressive marketing. Marketing like this works for some people, but it’s also not working for customers anymore.
When it comes to your customer’s primitive brain, Neuromarketers have discovered the amygdala also lights up when we are confronted with other, less obvious, threats. It turns out that words alone can make us feel threatened and fire up the amygdala.
As marketers, it is your job to stimulate the “feel good” chemicals. Let’s avoid the rational, sensible, prefrontal cortex of people’s brains. You should be speaking to your audience and their “feeling side” by sparking the primitive part of their brain. You should appeal to their emotions, but not too often and not too hard.
Speak to them nicely, be conversational and be positive around them. Let them trust you and build relationships with them. Be respectful, loyal and really make it your job to understand them.
If you do this, those “feel good” chemicals will be put to work, and you’ll be successful in selling your product. Our behavior is ruled primarily by our emotions and our emotions are driven by neurochemicals. Neurochemicals will make us feel either good or bad. As a marketer, if you understand how to hit the “feel good” chemicals, you’ll have all the success in the world.
While this article explains some neuromarketing examples, it only briefly skims the first layer of this research. Neuromarketing is a newly found topic and will continue to grow the more people study it. So follow me for more in depth articles in the near future. If you’re a marketer, I highly recommend reading more about this topic by reading a few of these books below.