Certain principles are shown to drive positive consumer responses in the brain. Here’s a healthy handful of Neuro nudges that Roger Dooley shared with the crowd of around 250 at Mima:
Liking – Establishing affinity with your customer is a sure-fire way to get them to like you. If your customers have dogs, consider pictures of happy people at your company with dogs.
Setting Expectations – People enjoy a product more if they’re given a realistic expectation of what their experience will contain. Set lofty, yet realistic expectations for people and they’ll likely enjoy your product more.
Fairness – Roger asked two audience members to make a deal to split $10. He pointed out that the fairness of the deal carried a lot of weight with each participant, and that socializing before making a deal increases the fairness. Tip: if you’re negotiating business, go out to dinner first and then talk business.
Doppelgänger Effect – One of the best ways to get someone to buy something is to help them envision themselves using the product. Roger used the example of taking an opt-in social profile picture and inserting it into a dynamic ad. Mirror neurons vicariously enjoy what they see, and nudge your brain to purchase what it sees as possible.
Rudeness – Just like in real life, rudeness sparks revenge. As we’ve seen from countless brands, a quick and sincere apology is often all it takes to insulate a brand against social backlashes.
Scarcity – People are more likely to act if they think a deal won’t be available in the future. Scarcity drives conversion — limited quantities, time frames or offers all induce the scarcity effect.
Gender – Men think more short term and grow impatient when shown a picture of an attractive woman. They also show riskier behavior. These “mating triggers” can be very effective on men but not so much with women.
Cognitive Fluency – This means that you associate difficulty of tasks with the difficulty of the instructions. Make your fonts and explanations simple of you’re asking for a simple action from your customers. Conversely, use a more complex font if you have an expensive or complex product to convey higher value and/or importance.
I go to a lot of networking meetings. Most of the time I try to convince myself that it is not a waste of time. Unfortunately most meetings revolve around a meal and food distracts. The brain pays attention to one thing at a time and food is really interesting to us, therefore those meetings can be very ineffective when you are trying to get people’s attention. Unless you pay attention to NeuroMarketing.
Neuroscientists compare our attention focus to shining a spotlight on something: We see what is lit and we lose focus on everything else.
Marketers need to be sure they have their focused target’s attention where they want it.
Don’t let your customers multitask when you need their attention on your message.
One way to get people’s attention is to use motion. If something moves, the audience follows the movement. It is part of our survival skills. Point to your products when you present.
If your audience is distracted with food, use bigger motions to snap their attention.
People talk a lot about how the market is not the same as before. Do they question that part of the reason is that when we leave our homes to shop we expect to have a nice experience? and that grumpy people is not part of what we think is a nice experience?
Don’t forget to tell your team members to smile. Smile sells.
Smiles can affect customer consumption and willingness to spend. Plus it is just nice.
If done right, your brand can actually change the way your customers feel about themselves.
Many of us use brands to send a signal to others about our personality. Just ask an Apple fan.
Your job is to turn your brand personality into what your customers aspire to be.
Think about brands that make you feel special or tell something about your personality. How would you feel carrying a blue box from Tiffany? Or a Victoria Secret bag? Do you feel more glamorous? What is that telling about you?
The products and services we use do affect the way we feel about ourselves. I for one, if someone drags me to a Wall Mart (that is the only way you will see me inside that store), they will see how fast my mood can change. I feel bad every time.
Now, when I hold my Nikon camera, I feel proud, a renegade and free. It affects my behavior too.
It is really important to know wants and needs of your customers and a lot about their values and fears so you can create a brand that resonates with their personality.
During the Super Bowl 2013 Audi put a commercial that illustrates well the points above.