Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

Stop A Bad Habit

self sabotage

I watched an Olivier Roland’s video  and I learned good stuff.

You know, I had a lot of trouble stopping my worst bad habits. It was bad habits that sabotaged my life. Many people around me have the same difficulty I had because unfortunately nobody showed them a conscious step to stop these bad habits.

Think about it, eating healthier allows you to have better energy, better body weight and live longer. Just eating less pre-prepared meals and replacing that with healthy food allows you to avoid having hundreds of bad calories in your body and this make a huge difference in the long term.

It’s a concept that used in all fields of your life. I think you know the consequences of smoking and not playing sport ?

My old bad habits

Ok, I see you need to see concrete things so I’ll tell you the bad habits I stopped :

bong

  • When I was 15 years old, I started smoking weed (marijuana) and quickly I smoked bong or water pipe several times a day. I stopped smoking when I started to train to have a body like 50 Cent. And after, I realized that I was smoking weed (marijuana) to get away from my daily worries. It was like pressing the « Pause » button several times in a day.

    elric of melnibone michael moorcock

  • For several years, I have only read heroic fantasy’s books (Hawkmoon, Elric of Melnibone, etc) and no personal development’s books. It’s not a bad idea to read heroic fantasy’s books but read only that, it’s just entertainment. When I started reading personal development’s books, I realized that I had lost years of knowledge, references, tools, methods that today would be extremely useful to me. Fortunately, it’s never too late.

    fat food

  • For several years when I was doing Karate or Kung-Fu, I had a bad diet. I only ate pre-prepared meals, pizza, fat foods, sweet drink, candy and I didn’t like vegetables. Today, I have a better diet and I’m proud of the result. Since I have a tool that allows me to have my diet under control, it’s MyFitnessPal  on my smartphone (except for my Saturday’s cheat meal)

I like seeing the reaction of people when I explain to them what I eat at breakfast : rice(or pasta) with meat(of egg) and vegetables. I don’t know why breakfast is very emotionally loaded while this is the easiest meal of the day to change. When you only have healthy food in your fridge and in your closets, you have no choice to have a healthy breakfast.

It may be because of childhood memory that people like to have sweet things at breakfast but our bodies are evolving and we need to feed them differently. A child and an adult don’t eat the same amount of calories to be operational.

Wait here is another bad habit that I stopped. I used to play video games for hours. Sometimes with friends we played more than 8 hours non-stop. Once I invited many girls to my condo to do a « before » with my friends before going to the club. We decided to take the bus (public transport) because we wanted to drink a lot of alcohol.

The problem is that with my friends, we were too focused on the video game and we missed the last bus. The girls had gone crazy and they made us understand that it was the last time we (me and my squad) did this (especially an ex-girlfriend, it was sex versus video games). Since then, I haven’t completely stopped paying video games but I play much less because I don’t buy the new video game console.

I guarantee you that having stopped these bad habits had an incredible impact in my life.

Your future old bad habits

healthy food

Now I have a question for you. What bad habits you want ? What bad habits can you replace with a good habits ?

I advise you to make a list of bad habits you want to stop. When you have chosen the bad habit you want to stop, put in place a simple action to stop it. You can’t stop a bad habit in one night. You need to have a constant simple action to have excellent result.

For example :

  • If you want to eat more vegetables, you can use this grandmothers tactic that is to eat vegetables before dessert.

  • If you want to watch TV only for 1 hour, read a few pages of a personal development’s book.

Leave me a comment with a habit you want to stop and that simple action do you use to stop this ?

Share this article if you think it can help someone you know. Thank you.

-Steph

Have A Little Or A Big Audience

audience big small

I watched an Olivier Roland’s video  and there is good stuff.

Is better to target a large audience ou a smaller audience but more educated ? Good question.

Audience size

audience size type

Often people tell me to put more humor in my articles because it would touch more people. It’s not a bad idea to put more humor but I don’t want to become a comic. I don’t care and I don’t have the talent to do this. My blog is about bodybuilding, weights training and I show to all who want to see how I develop my body and my blog by providing advice. I know I will touch a smaller audience than if I do something more popular or pure entertainment.

I also know that among th people who read me, there are many who will never apply my advice or not much. Because there is always an abyss between education and action. I know where I’m going by doing this and I estimate that 5 % of people who read me apply what I share and improve their lifestyle. Most other say : « Wow, it’s interesting ! » and after they forgot.

It doesn’t matter if you target a smaller audience than the number of people who are connected on internet. What is important is that you connect with people who are compatible with your mission. My mission is to help people to have a better muscular body without supplements and to create a company with a blog. I lot of people don’t like this message and I’m OK with this. I’m fighting for the small minority who apply my advice and improve their lifestyle.

I know this small minority of my audience can influence people around them to have a better lifestyle regardless of country and it makes me happy.

Elite audience

elite audience mastermind

If you want touch a big audience, it’s good too, you can mix humor and education but can you offer a content/product that attracts the elite of your audience ? Something that can interest extraordinary people of your audience. Extraoridinary people of your audience can be people who have accomplished a lot of things, people very educated or luminaries. Offer something to attract your hiddent audience.

Your hidden audience will not appear because they don’t have a truly reason to do it. The reason why they will appear, it’s because you will offer them something that interests them. A high-end service or a specific product.

Ask yourself : « What can I offer to my elite of my audience and how can I do ? ». Because it’s worth it for your content and your product/service to offer something for your elite of your audience.

-Steph

Create the Headquarter

batman batcave tim burton

I read a Nerd Fitness article  and there is good stuff.

We need to set up our own environment to buid our success.

Do it like superhero, look :

  • Bruce Wayne has his Batcave to create tools to fight crime.

  • Superman has his Fortress of Solitude

  • Tony Stark has his lab and J.A.R.V.I.S for his Iron Man suit.

It’s our turn to create our own headquarter to have success.

Our brain

brain

We’re creature of habits. More we do an activites regularly, more our brain need to use less his energy to do this activity.

Remember when you learned to drive a car, you was very very focus because you had to be attentive to :

  • Check mirrors

  • Hand at 10 and 2

  • Turn on blinker

  • Step on the right pedal

  • Keep head on a swiel and watch out for other cars

When you learn to drive you’re always tired after a session with a car and it’s normal because you create new habits. Now, you know drive, it’s a habit. You don’t think about what you must do when you driving, it’s almost instinctive.

It’s the same things with others activities like brush teeths, make a phone call or ride a bike.

When you do an activities a lot of time, your brain create a new and faster pathway that need less brain energy.

We need to build better habits by decreasing the amount of brain energy needed to do them.

Your decisions, your environement

home draw

There is 2 places where you spend the most of time :

  • Your home

  • Your School/work/spaceship

Objects from these environments influence your behaviour. Your brain analyze everytime what is around you and what you do when you see these objects :

  • If you see a vendor machin, your brain will say : « I can buy something to eat ».

  • If you see candy on your desk, you brain will say : « I can eat a lot of sugar »

  • When you see a couch and a big TV, your brain will say : « I can have a lot hours of entertainment here »

Now, look new habits we want to build :

  • If you want run after school/work – You need to avoid to sit on your comfy couch and avoid your rerigerator. The solution is to go straight to your bedroom to put your sport’s clothes and sport’s shoes and you go straight outside. You avoid all the house’s distractions.

  • If you want cook healthy meals – You need to eat befort to go shopping at the supermarket. You need to avoid all fast-foods on the road and go straight to the supermarket. In the supermarket, you buy only what has on the list and you go back straight to home to cook a healthy meal.

  • If you want to stop to check your messages on your email or social media 25 times per day – You need to try and force your brain to say : « I’m focus on the task I’m doing ». This case is the same thing that to type a blog’s article in middle of Disney’s World Park.

Audit your headquarter

audit

There is several exemple of how you can do an audit to your own headquarter to take better decisions.

  • Watch too much TV ?  Cancel your annual subscription tv or cable (you will save a lot of money). Buy an Android TV (Google), Apple TV or Netflix and paid only for the shows you want watch. It’s difficult to watch shitty shows and you can’t change to watch your favorite shows.

  • Lose your time on your computer ?  Block yourself of website you check every 5 minutes (Facebook, etc). I will write an article to increase your productivity with your computer.

  • You want run every morning ? Sleep with your sport’s clothes and your sport’s shoes next to your bed. Put your clock alarm across your bedroom.

  • You want train after school/work ? Prepare you sport bag before you sleep and put your sport bag in front of your front door to don’t forget it. By this way after school/work you will go straight to gym.

  • You play to much to video games ? Unplugged your system. By this way each time you want to play, you have to plug everything and when it’s finished, you unplug everything. Video games are cool but we must not forget the real game of life.

  • Tired to eat junk food ? Throw out all junk foods of your house. Because you know, it’s hard to eat junk foods at 9PM when you have only healty foods.

Note : Don’t make a lot of change at once. Stay focus to build one new habit to delete a bad habit. It’s easier to replace a bad habit by a good habit.

Which new habit you try to build for your headquarter ?

-Steph

P.S. : Do you want a free training program ? Clicke here