Consumers like to believe they make very logical purchase decisions. In reality, 95% of purchase decisions take place in the subconscious mind. (Gerald Zaltman, How Consumers Think). Therefore, as marketers, if we understand how to reach our consumers on the subconscious level and employ these insights into our marketing campaigns just imagine the results. It would make it that much easier to achieve our goals of getting noticed, so buyers will do what we want them to do and pay the prices we want them to pay. Financial Brand Forum speaker Nancy Harhut, highlighted several techniques to adopt at each stage of the journey to communicate with the subconscious mind of our consumers.
To get consumers to notice and remember a brand, there are several neuromarketing tactics marketers can use:
- Make your message stand out - Creative marketers know that the Von Restorff Effect, also known as the Isolation Effect, can come in handy. This effect shows that consumers notice things that differ from the rest and therefore are more likely to be remembered. This is why call-to-actions stand out from all other buttons on a site or why the black poster with white text will always catch your attention in a sea of white posters.
- Surprise people - Incorporate the psychology of surprise into your creative. If we change what a consumer expects to see they are more likely to notice.
- Engage with stories - The science of storytelling allows more parts of the brain to be involved in the decision. Stories invite the listener to draw their own conclusions, involve others, evoke emotions and create value.
Now that you’ve got the consumers attention, let’s get them to do what you want them to do.
- Highlight urgency or exclusivity - According to Daniel Kahneman in Thinking Fast and Slow, the brain does not like logical conscious thinking and will take any shortcut it can. Creating scarcity and urgency will make buyers want to be part of a limited-time exclusive purchase opportunity. You can easily create scarcity by using “limited,” “final opportunity,” “final reminder,” “offer ends,” “reserved by others” and “first to try,” etc. in your messaging.
- Reframe your message - Framing your call to action can motivate a buyer to act as you want them to. For example, providing the consequences of not saying yes when clicking on the “no” button can get a buyer to re-think their decision, “Yes, get the free case study now” versus “No, I’d rather not know how my marketing is performing.”
Finally, we want buyers to pay what we want. When it comes to money, consumers feel pain. With these approaches, we can help alleviate that stress.
- Show prices to your best advantage - By using “magnitude encoding” we can make pricing less painful and show prices to our best advantage. For example, $120 looks less than $120.00. In banking, a low deposit rate can seem larger with added decimals.
- Bundle products/services - Bundling several things together in a package deal is another successful strategy.
- Offer a choice - Consumers like having options. Leaving consumers with just one option to choose from can lead them to search for additional options. This is known as “single choice aversion.” Sometimes having just a basic offer and one additional enhanced offer can make all the difference, and consumers will not feel the need to keep searching.
- Social proofing - We all want the satisfaction of making the correct decision confirmed with feedback from others. Allow consumers to read reviews from other consumers. When consumers see good ratings for your service/product, they are then confident in their decisions.
Working through the steps in order is a must: (1) get people to notice/remember you, (2) get them to do what you want and then (3) get them to pay what you want. The first step, getting people to notice and remember you is the most important step because you have to ask people to remember or imagine before you ask them to act. So give some of these steps a try and see what results you might get!
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