Neuromarketing - Understanding The Buy Buttons in The Brain

I stumbled upon an interesting blog, specially for whom who work in advertising. Read the quote and decide yourself!

Keys to Neuromarketing
Christophe Morin, co-author of Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, says entrepreneurs can improve their products, services, marketing and advertising by learning six keys to neuromarketing. These tenets stem from Morin's argument that most purchase decisions are made subconsciously, in the nether regions of the mind he calls the primal brain, areas where basic fight-or-flight instincts kick in. We buy, he says, out of fear.

1. We're self-centered:
Nothing triggers self-centered action like a transaction. "People are completely egocentric and all they want is something that will create a difference in their lives, eliminate pain and possibly bring them more pleasure," Morin says.

2. We crave contrast:
"The bottom line is, on any given day, we will receive about 10,000 ad messages, and only the ones that are huge contrasts will get any attention," he says.

3. We're naturally lazy:
Abstract advertising and marketing won't get through. Keep it simple, but strong. "Most companies tend to create abstract messages and use too many words," Morin says. "Reading is much more a function of the 'new brain.' We recommend that, of course, companies use a lot of concrete visuals."

4. We like stories:
Advertising and marketing with strong beginnings and ends create anchor points that we latch onto, so Morin advises entrepreneurs to sum up and recap their strongest selling points at the end of any promotional material. "The brain has a natural tendency to pay attention at the beginning and end of anything," he says.

5. We're visual:
Appealing video and graphic presentations can make the difference at cash registers where price and reason can't. "We process and make decisions visually, without being aware of them," Morin says. "Only later do we rationalize decisions we made."

6. Emotion trumps reason:
Give us the right emotion to ride on, and we'll buy what you're selling. "When we experience an emotion," he says, "it creates a chemical change in our brain, hormones flood our brain and change the speeds with which neurons connect, and it's through those connections we memorize. We don't remember anything if there isn't an emotion attached to that experience.

Dennis Romero

Neuromarketing