Neuroscience and Marketing: How to Hack the Buyer’s Brain
Apr 27, 2023
44:44
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Quick takeaways
Marketers should focus on enhancing the brain's associative recall by providing valuable content, rather than just minimizing pricing pain.
Marketers should target unaware consumers by highlighting specific symptoms and acting as catalysts for problem realization.
Marketers should present various options and information on different solutions to guide solution-aware consumers in making informed choices, including comparing alternatives and competitors.
Deep dives
Understanding the Power of Neuroscience in Marketing
Neuroscience can help marketers become more effective by understanding how the brain makes purchasing decisions. Research has shown that the brain responds to pricing with pain activation, while reward activation is influenced by associative recall in memory. This means that marketers should focus on providing valuable content that enhances their audience's associative recall, rather than simply minimizing the pain of pricing. By answering questions and addressing specific symptoms of problems, marketers can attract the attention of the brain's autopilot system and establish themselves as authorities. Additionally, marketers should consider the different stages of consumer awareness (unaware, problem aware, solution aware, and product aware) and create content that guides consumers through these stages, offering relevant information and differentiating themselves from competitors.
Addressing Unaware Consumers with Symptom-Based Content
When targeting unaware consumers, marketers should focus on highlighting specific symptoms rather than directly addressing the problem. By piggybacking off related circumstances or symptoms, marketers can act as catalysts for consumers to realize their need for a product or service. Educational content is essential at this stage to inform and educate consumers, drawing their attention to the existence and possible solutions to their problem. By answering questions and underlining symptoms, marketers can gradually shift consumers from unawareness to problem awareness.
Creating Educational Content for Problem-Aware Consumers
For problem-aware consumers, marketers should create content that directly addresses the questions and challenges that arise from the problem. Conducting keyword research to understand what consumers are searching for can be helpful in generating relevant content. By providing answers to these questions and focusing on the specific challenges faced by consumers, marketers can build authority and establish themselves as valuable resources. This content should be straightforward and avoid unnecessary distractions or clever titles, as consumers are seeking clear and concise information that directly addresses their issues.
Guiding Solution-Aware Consumers to Make Informed Decisions
To cater to solution-aware consumers, marketers should present the various options available and help consumers make informed choices. By offering information on different solutions and explaining their benefits, marketers can guide consumers through the decision-making process and help them determine which option is most suitable for their needs. Daisy chaining content, where each piece of content leads to the next, can facilitate this process and direct consumers towards making informed decisions. By providing valuable insights and clarifying different options, marketers can position themselves as trusted and knowledgeable resources.
Differentiating from Competitors and Embracing Comparisons
Marketers should not shy away from highlighting alternatives and competitors in their content. Addressing different options and embracing comparisons can help consumers make more informed decisions. By honestly and transparently presenting the strengths and weaknesses of different products or services, marketers can build trust and cater to consumers' desire for comprehensive information. This approach allows marketers to attract customers who value transparency and appreciate being guided through their decision-making process, fostering long-term relationships and loyalty.
Want to create more effective marketing campaigns? Wondering how buyers make purchase decisions? To discover how neuroscience can help us become better marketers, I interview Kenda Macdonald.
