Signed in as:
filler@godaddy.com
What is Neuromarketing?
Dr. Ale Schmidts coined the phrase in 2002. Today, dozens of leading firms are seeing dramatic results from Business to Consumer (B2C) Neuromarketing. This groundbreaking approach uses neuroscience for sales and marketing and can deliver similar results for Business to Business (B2B) firms. Let's discover why...
Since 2002, dozens of B2C firms have seen huge success by using neuromarketing to adjust ads, messaging, and campaigns. B2B firms can now also benefit from neuromarketing and neuroscience-storytelling.
Harvard University and leading neuroscientists have determined that almost 95% of decision-making is subconscious and not very logical.
Aristotle created his famous Persuasion Model thousands of years ago, and although he knew nothing about neuroscience, he knew that to persuade (sell) someone, we need to make logical, emotional, and instinctual appeals.
Dr. Paul D. McLean discovered that in terms of decision-making, we have three dominate brain areas. Our neocortex is more logical, our limbic system more emotional, and the R-Complex is more instinctual. Interesting how this aligns with Aristotle's Persuasion Model.
In one study, a diaper company increased results by over 30% simply by turning a baby's head. This heat map shows that when the baby is looking at the headline, our eyes look there as well, and then we click on the action button.
Several studies show that almost 85% of consumers cite color as a primary reason they make a buying decision. Color wavelengths impact our brain in different ways and invoke specific feelings and actions.
Facts tell and stories sell. Facts, figures and typical value propositions only impact two logical brain areas. Stories, told correctly, influence seven brain areas and can increase retention by 1400%.
Certain neurotransmitters and brain chemicals impact specific brain areas. For example, serotonin and GABA can help relax us and allow for more rational thinking. Dopamine and oxytocin help us to like and trust someone, and cortisol and norepinephrine can make us more fearful and reactive.
Researchers in Italy discovered that when a monkey observed someone eating, they mimicked the activity. Brain mirror neurons lit up as if the monkey were also eating. Understanding how mirror neurons work can dramatically impact sales and marketing results.
Our brains like credible and visual contrasts that move from left to right as these can tell before and after stories. A study conducted by Columbia University found that when customers were given a large selection, only 3% bought as compared to a small selection, where 30% bought. Our brains think in threes, so offering only 3 choices is optimal.
Client B2B Neuromarketing Examples
This website shows neuromarketing storytelling in action. The 1st image targets the emotional limbic system and increases dopamine and oxytocin by using a friendly person and light green and yellow colors. The 2nd image tells it's own story and impacts the instinctual R-Complex by using unhappy to happy contrasts. It also increases cortisol and norepinephrine by using red. The 3rd image uses blue to increase serotonin and influences the logical neocortex by showing a quantitative graph.
Our client considered running this ad on LinkedIn as it's more "corporate and friendly." When we informed the client that our brains are 3X more motivated to avoid a harm or loss, they agreed to a 6-month A/B test.
We helped design this ad for the LinkedIn B test, which impacts the R-Complex and recommends avoiding a harm and serious loss of customers and revenue. Our B ad drove 3X more lead quantity with 2X higher quality than ad A.
How can Neuromarketing Impact your Campaigns & Enablement?
Account-Based Marketing
Use neuroscience to determine your optimal customer targets, vertical market priorities, unknown urgent risks, persona selection, messaging resonance, and more.
Websites & Landing Pages
Neuromarketing techniques can be used to select and adjust images, colors, placements, sizes, layouts, and neurolinguistic copy to improve retention and action by 2 to 3X.
Email & LinkedIn Messaging
Neuroscience-storytelling combined with R-Complex Unknown Urgent Risk messaging can improve response, open, and click-thru rates by 212 to 372%.
Advertising
Actual advertising A/B tests have shown how neuromarkting-based ads with the right images, colors, and copy and improve lead quantity by 3X and quality by 2X.
Podcasts, Webinars, Events
Neuroscience-storytelling combined with R-Complex topics and Mirror Neuron tactics can dramatically increase attendance, retention, and immediate action.
Voice of the Customer
With live events on hold, and decision-makers not taking cold calls, neuromarketing Voice of the Customer "research" calls are delivering 3 SQLs for every 10 prospect calls.
Sales Enablement
One client used neuroscience-storytelling for sales enablement tools and training for 4,000 salespersons and 50K channel partners, resulting in huge revenue gains.