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What is neuromarketing?


Neuromarketing is a revolutionary concept in the realm of marketing that employs methods to evoke physical and mental reactions, influencing the opinions and actions of the target audience. In a landscape where having the best technology or solution doesn’t guarantee customer purchases, new research suggests that tapping into the decision-making powerhouse of the “old brain” can significantly enhance the efficiency of selling products or services.

The human brain, a complex organ, can be divided into three parts: the new brain, the middle brain, and the old brain. Each functions as separate entities with distinct cell structures and roles. The new brain handles rational thinking and data processing, the middle brain processes emotions, while the old brain, also known as the reptile brain, is the primitive organ responsible for making decisions, considering inputs from the other two brains.

Recent studies reveal that the new brain isn’t fully developed until the age of 25, while the old brain, aptly named for its ancient origin, dates back 450 million years. This ancient brain, focused solely on survival, is the ultimate decision-maker, influenced by the relationships tied to survival instincts.

Addressing a brain that has evolved over millions of years presents a unique challenge. Traditional communication methods, especially relying solely on words, prove insufficient. Words have only existed for a mere 40,000 years, and written language, a relatively recent development, has had even less impact on the old brain. To truly connect with this ancient decision-maker, one must learn a new language – the language of emotions.

Researchers have identified six stimuli that systematically influence the old brain’s decision-making process:

  1. Self-Centeredness: Anything that affects the self.
  2. Contrast: Highlighting differences with or without.
  3. Tangible Input: Simple and direct communication.
  4. Beginning and End: The brain pays most attention to the message at the start and end, less in the middle.
  5. Visual Stimulus: The optic nerve, physically connected to the old brain, is 40 times faster than the auditory nerve.
  6. Emotion: Electrochemical reactions triggered by emotions like sadness, happiness, anger, or surprise.

Effectively reaching the old brain involves addressing problems or frustrations with solutions or results the customer might not have even considered. The focus should be on the problem and solution rather than the features of the product. Providing solid evidence, preferably visually or through customer cases, reinforces the solutions.

In essence, to navigate the complexities of the old brain, one must keep track of the four key elements: pain, claim, gain, and delivery. By adopting these mindsets, businesses can boost sales and market their services or products more effectively, tapping into the part of the brain that ultimately seals the deal.

Neuromarketing is an evolving frontier in marketing strategy, and as our understanding of the human brain deepens, businesses have the opportunity to revolutionize how they connect with consumers on a fundamental level.

Note: The information in this article is derived from various sources, and for a more in-depth exploration of neuromarketing can be read here: wikipedia, Neuromarketing: Patrick Renvoise, Evolution of Consciousness: Robert Ornstein

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