Hit the “buy button” in your consumer’s brain. That’s the goal of every consumer marketer – dead or alive.
However, it isn’t easy to know what goes on inside the brains of your target audiences. Until now…
Thanks once again to the brilliant brain marketing book Brainfluence – 100 Ways to Persuade and Convince Consumers with Neuromarketing by Roger Dooley, we can take a peek at the consumer’s cranium to unearth how neuroscience influences consumer buying behaviours.
With over 100 strategies in consumer marketing, Dooley’s book is a godsend. I love how Brainfluence broke them down into different areas like price and products, sensory, print, branding, loyalty and trust, and much more.
Join me in learning 9 strategies to trigger consumer buying behaviours using neuroscience and behavioural research.
According to a study at the University of Amsterdam, simple decisions work best when made with more thought while complex decisions work better when made intuitively.
In other words, purchasers of simple products were happiest when they thought long and hard about their purchases. On the flip side, those who bought complex products (like cars, smart phones, and insurance plans) were happier when needed to deliberate less.
Thus, a simple message like “#1 in customer satisfaction” or “the most advanced engine to generate maximum fuel efficiency” works better in steering your customer to buy an expensive and complex product, than multiple product features.
However, if you are selling a simple product (like tomato ketchup), it may work better if you provide more information and a greater amount of “features”.
Research by University of Southern California’s Irving Biederman revealed that most humans have a “knowledge addiction”. The brain tends to tune out familiar images in favour of novel ones.
Thus, to continue to interest your consumer, you should strike a balance between providing new information, while repeating familiar messages. A prime example of this is Absolut Vodka – which paired the distinctive shape of the Absolut bottle with new and original environments.
To market successfully to your consumer, you need to consider if your product is a “want” product or a “should” product. The table below (taken from Brainfluence) illustrates the difference.
|Short-term gratification||Long-term benefit|
|Junk food||Healthy food|
|Spend now||Save for later|
Based on these observations, you should time your pitch according to your consumer’s wants and shoulds:
Making up a quarter of your potential customers, the tightwads are individuals who feel pain when they need to spend money.
While these customers are less desired than easy spenders (aka spendthrifts), it makes sense to target them because doing so often allows you to appeal to all other consumer groups. To minimise buying pain, consider the following tactics:
Now that you’ve learned to open the wallets of the stingy, your next goal is to trigger spending amongst the spendthrifts. This is especially useful when your are pushing luxury products.
Here are five ways to push the free-spending “buy” buttons:
A Stanford University study revealed that our brains crave rewards, but aren’t good at calculating the odds. Thus, it is the magnitude of the grand price which is most important in a giveaway – not just the chances of winning it.
I guess this is why big sweepstakes and lucky draws are so popular even though the chances are a million to one (or less)!
Here are some ways to maximise your prize value:
Dale Carnegie once said…
“Remember that a man’s name is to him the sweetest and most important sound in the English language.” – Dale Carnegie
Studies have shown that students whose names began with A or B tended to get better grades. Or that people are more likely to live in cities that resemble their names or choose careers that do the same! This concept is called implicit egotism, ie people are generally positive about things connected to themselves.
To benefit from this, consider the following methods:
Do you know that your customer’s real experiences with your product are shaped by his or her expectations and beliefs about the product?
In other words, charging $50 for a bottle of wine rather than $10 may convince your customers that it actually tastes better! Ditto for labeling your wine as coming from France rather than China (for example).
What this shows is that establishing high customer expectations may improve their actual experience with the product or service. Thus, it is useful to set high but achievable expectations in the way you market your product. When doing so, however, make sure that you create a positive experience once they try it.
Studies by various psychologists revealed that a tiny positive surprise can improve one’s outlook. Quoting Norbert Schwarz:
“It’s not the value of what you find. It’s that something positive happened to you.” – Norbert Schwarz
The takeaway here is to create positive feelings in your customers by providing a small surprise. This can be a food sample (those work pretty well), or a small inexpensive free accessory or promotion item. Remember to provide a clear brand identity so that you consumers are aware of where the surprise comes from, and make it unexpected and delightful!
A great example here is Zappos.com and their frequent offer of upgrading their customer orders to overnight shipping.
Now that you’ve learned how to make your consumer’s brains tick, go ahead to turbo charge your marketing today!