Focusing on how a mechanism works can often be an essential key to making that will mechanism behave in a certain way. The same goes for marketing and advertising. If you want your marketing projects to make an impact, your marketing and advertising messages must trigger precisely the right mechanisms in the brain of the recipient. One way regarding achieving this goal could possibly be the simple “trial and error” approach, testing what works (while accepting the risk of spending a lot of cash on something that might have an alternative effect), before you eventually bump into a method that works. Another method could be to gain knowledge about how the human mind works: and use this knowledge to be able to direct your messages immediately at the right triggers.
One of many key differences between human beings and other animals, generally speaking, will be the ability to act based on realistic thoughts, rather than mostly getting controlled by instinct, evident feelings, and urges. When we meet an attractive representative of the alternative sex walking down Major Street, we control the urges, show respect and also merely send a wishing glance. A dog would have removed directly into contact, sniffing and also humping.
To fully understand how our brain works a brief launch into anatomy is required. It is hard to determine precisely when the human brain appeared in evolution, nonetheless, it is certainly not a new innovation – in fact, most experts agree that it took it is origins around 450 zillion years ago, before any pets or animals living on land. All of our brains have evolved ever since and after this, it is a magnificent collection of just about 20 billion neocortical lack of feeling cells, which has a blended weight of 1400 Gary – an impressing little bit of machinery, superior to even the hardest computer.
The brain basically is made of three parts, which have definitely not changed much, neither with form nor by feature, since they were individually formulated. Simplified it can be said that the development of the brain is similar to the story of an old company, which contains started out with a core team and then, as time passed, two other departments have already been added. The evolutionary progress of this ‘company’ has not been assessed by a business developer’s instructions so layer upon stratum has simply been added onto the brain, without ever reviewing often the functions of the previous people. The newest addition is the cerebrum which
handles the reasonable and philosophical thoughts and instructions from religious beliefs to help reflect upon the surrounding universe, etc. The cerebrum is defined as what differentiates humans posted by animals – acting reflectively rather than on impulses (or at least; so we believe). Often the second-youngest part of the brain is often the diencephalon, which (among different things) controls motor capabilities and learning – in the event you put your hand into the flame, you will burn your hand and you should likely have learned not to do it again the experience! The diencephalon furthermore controls grief and pleasure. The inner and oldest area of the brain is often referred to as the “reptilian brain” (basal ganglia),
which usually handles the simplest of capabilities – focusing on you! An individual and your survival are the simple topics of interest for this area of the brain. Contrary to what you may possibly think; the reptilian human brain actually controls most of just how humans act. The two other regions tell the reptilian human brain what they know and sense, but in many cases, the reptilian brain controls the end selection – and if it does not completely value the input from your other parts, it simply vetoes besides making the decision on its own. Brain works show that the reptilian human
brain makes decisions in a couple of milliseconds and makes you behave rapidly to threads: while the rational parts would certainly first need a visual feeling, recognize the object, and then determine whether to flee as well as stay. The latter part of the practice alone takes a minimum of 600 milliseconds – and that is months when faced with immediate provocations (i. e. if a rebel truck is coming right closer at a high speed).
The primary rule of marketing!
As mentioned above, often the reptilian brain is the high evaluate of decision making and it is solely concerned with you. So if a new salesman wants to communicate with often the reptilian brain while providing trucks, it might not be successful to talk about “I think this automobile is the best on the market” instructions as this part of the customer’s mind simply does not care the things you think. Thus it would be more successful to say “YOU will quickly realize this truck absolutely meets YOUR needs”. Most agents enjoy talking about their solution, but successful salesmen are aware that
the customers basically do not love anything else than their instructions so the trick is not dealing with your product, but finding the customer to talk about himself. On top of that, the trick to really excite the purchaser is to serve the disputes on silver platter instructions as the reptilian brain screams: “What’s in it for ME?! micron So if you want the customer to totally participate and make a quick conclusion: Do not waste time thinking that the quality guy translates a lot of information and watch an objective overview – it is best to rather use the word “YOU” repeatedly.
Simple choices of white and black
In addition to repeated use of the concept “YOU”, it is also motivating for any reptilian brain to present the purchaser with simple contrasting possibilities like: “If you buy that truck, the sun will glow, you will never face unscheduled malfunctions, your customers will be happy, your current economic stability will be rescued and your business will increase – if you choose an inferior company, you will face unpleasant problems”. A salesman often feels that a customer actually wants the product, but feels unsafe and
not ready to close say yes to – saying, for instance, something such as: “I am interested, yet I think I will consider our options and wait to view what time will bring”. The persistent salesman may well not let the customer of that will easily, but rather try to recognize the cause of the insecurity, which may be related to the anticipations of the future haulage business – and also a response from the salesman could possibly be: “No matter what you consider will happen, we are able to accommodate your preferences. If you think you will have many haulage-jobs, you should buy a Volvo FH with a full service written agreement. If you think you will have only a few haulage-jobs, you should buy a Volvo FM with a limited service written agreement. ” – The choices are now black and white, easy to know.
A third admittance to the reptilian brain is graphic stimulation. Human language is around 40 thousand years old as well as the written word is “only” 10 thousand years old. As I have said earlier, the reptilian mental abilities are about 450 million yrs. old – more than 10000 periods the age of our language. When you really want to communicate with the reptilian brain: Do it via the particular eyes! If you see a text sign saying “beware of snakes”, you might consider the risk of snakebites on a rational level,
however, your reptilian brain will not be behaving at all. If you see a photo of a snake that is all set to attack, you are more likely to be more sound alarmed than when reading the written text message. If you see a video clip (motion picture) of a crocodile attacking, your reptilian human brain will act! The reptilian brain works faster compared to the rest of the brain and it has the particular veto power of decision making: and more than anything; that reacts to visual activation. Thus it is likely to have an optimistic effect on sales if the salesperson can show and illustrate a representative model of the product he or she wants to sell. If the purchaser can see, feel the item, hear it, and smell it in addition to trying it – the gross sales effort is much more effective in comparison with if the salesman is simply revealing to the customer about the product.