Our last blog post uncovered a powerful truth: most consumer buying decisions are made in the subconscious brain. And this insight has rocked the marketing world. Neuroscientists began studying the brain from a marketing standpoint. They discovered that our bodies are wired to fall back on the oldest part of our brain, the reptilian brain, to conserve energy for survival. And because of this, business messaging must be crafted clearly and woven with emotion to speak to that old brain.
When brands and businesses can speak to the subconscious brain, their message will land in the hearts and minds of their audience.
Why Understanding Neuromarketing Is so Important
According to Dr. Terry Wu, neuroscientist and Ted Talk speaker, “Every year, 9 out of 10 new products fail. About 100 billion dollars spent on marketing is wasted.” More often than not, traditional marketing ignores the customer’s subconscious, emotional experiences in its messaging.
Without understanding the importance of emotion, simplicity, and clarity, brands might have a lot to say, but will anyone be listening?
- 1. Brands can create more effective advertising and marketing campaigns
- 2. Companies can save money on advertising
- 3. Brands can share more impactful stories
- 4. Businesses can grow their following and positively influence their sales
Now let’s look at neuromarketing in action by examining a technology-based company that understands how to reach their audience effectively. And it’s a business we’re all too familiar with - Apple.
Apple understands neuromarketing.
Apple’s products are, at their “core,” pieces of technology. And while the market has seen predecessor’s before it that may have arguably been better products (ever heard of Creative Zen? We hadn’t either.), it’s in their messaging where they bypass the conscious mind and speak directly to the subconscious. Instead of focusing on features (where more than likely their advertising would be dismissed), they focus on connecting through simplification and emotion.
Check out an example of one of their iconic ads here.
3 Ways to Ensure our Messaging Isn't Dismissed by our Audience
Simplicity understands, emotion attracts.
Now that we’ve established which part of our brain takes charge of the buying decisions, how do we as businesses and brands apply this insight to our own marketing, advertising, and content campaigns? How do we strategically craft messaging that will cut through the thousands of other messages and truly reach our audience?
1. Simple is Key
As “simple” as it might sound, writing clearly with fewer words can be challenging. But it’s vital in reaching your audience so that they don’t have to use too much of their conscious brain to understand the content. Where most businesses run into problems isn’t in what they’re offering but how they communicate it. They try to establish themselves as experts in their field by focusing on complex terms and industry jargon. But their messaging ends up confusing their audience. Brands need clarity and simplicity to draw the audience in and keep them engaged.
“Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But It’s worth it in the end because once you get there, you can move mountains.” - Steve Jobs.
2. Stealing Your Audience’s Heart Through Emotion
Neuroscientists have studied the impact emotions have on marketing, and their findings are powerful. A study was conducted with stroke victims. Researchers discovered that when large parts of the emotional brain were damaged, patients had a very challenging time making even simple decisions. Emotion is fundamental and needed to reach your audience.
3. Using Story
Everyone loves a good story. And storytelling has been a primary means of communication for thousands of years. Why? We look for ourselves in the story, we can see into the past, we love the emotional journey they take us on, and we want to know what happens.
Storytelling, especially when coupled with emotion, will take your audience on a powerful journey of transformation. A journey they can connect with and understand. And once that connection is established, a relationship is developed, and they are more likely to become loyal customers.
“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” - Jonathan Gottschall, The Storytelling Animal.
At our very core, we as human beings are wired for simplicity, connection, and storytelling. Our subconscious brain continues to lead the way (without us even realizing it!) in our daily lives, especially when making purchasing decisions.
When businesses and brands can focus on these few elements in their messaging, they’ll resonate with the audience in remarkable ways.