The marketer’s job is to create the brand and then create the pattern by associating that brand making neural connections to other memories in your brain.
In this fifth episode of the series ‘The Science Behind Why People Buy’, my guest is Patrick Renvoise, author of the Persuasion code.
The premise of marketing is that before developing a product, you should ask potential customers what they want. The issue is that the data collected is only based on self-reported measures and give you an image of what they consciously want, from their rational brain. How do you access your customer emotional brain, the decision-making centre, to maximise your chance to succeed. Watch our conversation to get the answer to this question and much more.
About Patrick Renvoise
Patrick Renvoise is Chief Neuromarketing Officer & Co-Founder of SalesBrain based in San Francisco, CA. They have designed a unique Persuasion model called NeuroMap TM to make it easier and faster to PERSUADE your prospects to say “Yes, I want to buy from you.”
Patrick speaks worldwide about NeuroMap and is the co-author of 2 award winning books: NeuroMarketing: Understanding the buy button in your Customers’ brain & The Persuasion Code: How Neuromarketing Can Help Persuade Anyone, Anywhere, Anytime with Dr. Christophe Morin.
10 Key takeaways
Here are the 10 key takeaways from our conversation today:
- In traditional marketing, we asked people, what do they want, and then based on their answers we build a product and later we create a strategy to sell that product.
- People don’t really know what they want but marketers try to influence them to buy what they are selling in a logical way
- Human responses to sales and marketing messages are non-rational yet sales techniques teach us a logical way to sell
- There is a simple model, a simple step by step process to maximise your probability to persuade: the NeuromapTM with this formula; Probability to persuade = Pain x Claim x Gain x Primal brain
- The decision-making process is completely driven by the primal brain. We don’t have one brain but two brains: the rational brain and the primal brain. Persuasion is a process that radiates from the primal way towards the neocortex.
- There are 6 key stimuli’s that summarises the 188 cognitive biases known that trigger insights from a brain response to help marketers optimise their chances of getting results: Personal (to survive), Contrastable (to speed up), Tangible (to simplify), Memorable (to store less), Visual (to see), Emotional (to sense)
- The Recency Effect predicts that you will remember more the last piece of information that you hear more than other information that you’ve learned in the past; and because it’s more present to your mind, you will believe that it’s true even if it’s not. Works hand in hand with the Primacy Effect, which is the very first piece of information you hear
- Struggling marketers try to access the customer rational brain but the savvy and successful ones access instead of the emotional brain. Understanding the reptilian nature of our brain can help us get better relationships
- If consumers understand these neuromarketing principles, they will no longer buy things they don’t need
- To have successful marketing, don’t start with what the consumer consciously wants, but what they unconsciously want. Neuro-marketing provides tools to measure physiological changes instead which happen below people’s consciousness, they cannot control it, gives us a better picture of what they want.
What is your key takeaway from this episode? How are you going to use this new knowledge in your business or in your marketing? Comment below.