Neuromarketing, what is it? And what is it for? (2/2)

(Second part)

9 techniques to apply neuromarketing in your company

1. Use the psychology of colors

Believe it: the psychology of colors is not nonsense.

It may seem that your brand’s color palette has nothing to do with people’s perception of it, but that’s the truest truth.

What happens is that we have the habit of associating certain colors with feelings. So it makes sense to study well what each shade means and use it according to your goal for the page or material in question.

The big brands carefully consider the effect of each color on their packaging, promotional materials, etc., and it’s worth it you do the same in your business.

2. Explore the mental triggers

Mental triggers are factors that lead us to make decisions “automatically”, a way that our brain finds to stay in balance in the midst of so many decisions that we face.

That is, when faced with certain stimuli, the brain understands that you need to act quickly.

These stimuli, when used in marketing, normally lead to conversion.

Some of the main ones are:

  • Social proof: presenting the number of people who visit your blog or have already bought your product will motivate those who arrived now to do the same. In the end, we have a tendency to follow the majority;
  • Scarcity: Limited editions are the perfect example of how creating a scarcity effect can be positive. The brain understands that it needs to act fast so as not to miss the opportunity;
  • Urgency: following the same principle of scarcity, urgency leads the person to act on impulse. Works? Black Friday proves yes;
  • Exclusivity: People love being part of select groups or gaining early access to products and services, because the feeling of exclusivity makes them feel important.

3. Take A / B tests

So far we have already talked about the use of colors and mental triggers. But how do you know if the colors and triggers chosen by you are really the ones that convert the most?

Making comparisons between them, and that’s exactly where the A / B tests come in.

The goal is to create different versions of the same page, with minimal changes, and see which one brings better results.

For example, you can change the background image of a landing page or the color of a CTA button.

The audience will automatically be divided between the two versions and, in the end, the one that generates the best results remains.

4. Apply the price anchor

Our brain has great difficulty thinking about price based on the isolated value of a product, that is, for what it really does for us.

Instead, it is easier to take as a basis the prices for similar products and see if the offer in question is expensive or cheap.

In this way, the price of a cell phone is considered high or low more for the price of the competitors that offer the same functions and configuration, than for the benefits that it will bring to the owner.

The most famous example comes from fairs and markets, with the famous “2 for 1” and “5 for 3”.

Perhaps the consumer does not need 3 products, but considers an “economy”, since if he buys the 3 separately, he would pay more.

5. Offer value before placing an order

As the inbound marketing manual of good practices sends, it is necessary to try to help before trying to sell. What does that mean?

Instead of reaching out to push your product or service to anyone who shows the least interest, be ready to help.

This can be done by clarifying doubts, offering practical advice on how to act and giving suggestions of which product would work best for the person.

Do this even if it is not the most advantageous for you or that the product in question is not part of your catalog.

If you do, people will have confidence in your brand, and the principle of reciprocity will go into action. The customer will be more likely to repay the help by buying from you.

6. Master the art of storytelling

The art of captivating storytelling makes a huge difference when it comes to winning customers.

Everyone likes to entertain themselves with quality content, and that creates a closer relationship between your company and the public.

Furthermore, well-produced content is more persuasive and has a powerful effect on generating conversions, whether it’s when you subscribe to a simple newsletter or buy the solution your business offers.

7. Repeat ideas and concepts strategically

“Repetition is the mother of retention.”

This saying has a special place in the heart of those who do marketing, do not hesitate.

Repeating ideas and concepts strategically makes your message more powerful and persuasive.

Over time, even someone radically opposed to your ideas can change their minds if they hear them long enough.

8. Make an effort to design

The design of your site, blog and even printed elements (such as packaging and business card) must be impeccable and in accordance with the other principles that we highlight here.

The better the design, the more will people will wish to explore what your business can do for them, in addition to increasing their confidence in your ability to deliver the expected value.

The nice, easy-to-understand design is infinitely superior to one without form and function.

9. Offer few choice options

Finally, it is very important to understand that one of the functions of neuromarketing is to help us not only to know what to do, but also what to set aside.

A very common mistake that you should avoid based on scientific discoveries has to do with the number of options you offer your clients.

We have always learned that when it comes to offering a product catalog, the more the better. True?

According to neuroscience, this statement is not always true. Why?

According to a Columbia University study, excessive choices can cause paralysis in consumers. Not knowing what the right choice is, many end up avoiding the decision entirely.

The best way out is to find the balance, and present the options in a way that does not have a crippling effect on customers. In that case, another popular saying goes: “less is more.”

Conclusion

Science has a lot to teach us about our consumers and about ourselves, and it doesn’t hurt to keep us updated on findings that can help us better focus our brands.

Remember that when it comes to marketing, it is important to offer value to people, and what better way to do it than by knowing them deeply?

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