Boost Your Marketing Based On Science (Part 1)

brain

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

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

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

-Steph

Beyond Perfectionism

perfectionism

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

Perfectionism

perfectionism

It’s the fact of spending an infinite time on details to be sure that everything is perfect. It can be an advantage but often it’s a huge disavantage. Because we spend months, years to create something perfect in his/her room and when we launch it, we realize that everybody don’t care.

Case study

case study

It’s a student of the BloggerPro training who is a marketing internet’s teacher in a prestigious business school. He has refistered for this training but he thought he doesn’t need to do everything in this training because he’s a marketing internet teacher. He just took things who interest him. Result, he spent 2 years to write a painting book to make masterpiece and when his book launched, nobody buy it.

Then, he did again the training using all anti-perfectionism techniques. Result, he made a first product he sold 25 000 euros in one week. It was a training about the color mixture in paint.

Intelligent procrastination

intelligent procrastination

Yes, perfectionism can be also a procratination’s type, an intelligent procrastination. In contrary of stupid procrastination, it’s procrastinating while feeling well. When we procrastinate stupidly, we don’t do something that we promised to do saying we will do it tomorrow. And we will feel guilty.

Intelligent procrastination, we’re choking under a lot of work. We can believe that we make progress but we just avoid something that scares us.

There is a lot of authors, entrepreneurs, globe-trotter, people who have great ambitions fall into it because they’re afraid to confront reality. They’re afraid to fail or they’re afraid to have success. It’s unconscious, they want it to be perfect. They will remain within a theoretical framework. They will be the best in the his/her room. « Lean Startup » method  help to have success.

 

Lean Startup

lean startup

The method is to set up as soon as possible in the field a prototype, a minimum viable product. It’s a method anti-perfectionism. We will focus on the 20 % of features/actions that will bring the 80 % of the result, 80 % of what people want.

And we will bring these 20 % as soon as possible in the field to be confront with reality to see if it’s good or if it’s need to have adjustements.

If you’re writing a book, try to confront you with reality as soon as possible. Develops a community when you begin to write the book. This community will help you to promote your book but also you can show to your community your ideas and see how your community react. See if what you write interest really people. This is can be in video or article.

Case study

case study

A blogger who have a blog called «  Personal revolution » have wrote a novel several years ago. This novel called « The woman without fear » that was in the top 100 of Kindle’s sales during several months. How he wrote this novel ? He did in form of episodes in his blog. There a lot of famous authors who wrote novels which were the basis of soap operas published in newspapers. You can do the same thing today with your blog. You can write a part of your first chapter so that you community can give you feedbacks. You community will give you ideas, suggestions. If’s a kind of co-creation to write the rest of the story. In addition, it puts you in a anti-procrastination process because you’re creating the audience that will be waiting for the next. It will boost you.

Community responsability

community responsability

Say your goal to the world and ensure that people follow you to ask about your evolution. The interest is that you will involve peope who will then broadcast what you have done when it’s completed. This blog wrote the half of his novel in his blog and with the help of his community.

You see the process ? He wrote a novel adapted to his audience because of feedbacks of his community. He knew, the day of the lauch of the book, there is already a community of people who were motivate to buy the book because they wanted to know the rest of the story.

Perfectionism is to have a product adjusted to reality in the field

Do you have a community for your product/service ?

-Steph

Dramatic Mistakes

dramatic mistake

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

Usually beginner entrepreneurs make 3 dramatic mistakes.

Don’t be focused on sales

sales

When we run a company, the most important thing to do is make sales. Find first customers as soon as possible to have enough sales to achieve breakeven. Breakeven is the moment where we earn enough money to pay salaries, rent, internet bills, etc. One this step is done, work hard to have profit every months. This is the first priority when we create a company, achieve breakeven as soon as possible.

A lot of entrepreneurs are focused on others things less important like choose furniture, think about website’s design, think about visit card’s design. These things are useful but they are not a priority, they are really useful when you don’t have customers, right ? At the beginning, it’s 80 % of your time to find and convince customers.

If you are too shy to speak to someone, you can use social media. Now, a lot of introverted have millions of customers with social media, it’s cool.

Not outsource accounting

accounting

Beginner entrepreneurs spend too much time to accounting thinking save money. It’s a dramatic mistake because this distraction prevent them to make sales. Accounting is complex and complicated and if you make a mistake, this can have a huge bad result with accounting, tax and legal. It’s better to have a good accountant and it’s not expensive. When we begin a company, we can negotiate. Outsource accounting is in the budget.

Not make recurring offers

recurring offer

There is a difference between smart entrepreneurs and others. Smart entrepreneurs don’t try to sell one time to a customer, they make recurring offers to develop customer’s loyalty. It’s possible to do this with physical products with a subscription or a maintenance contract for 6 months or 1 year.

Do you know others dramatic mistakes make by beginner entrepreneurs ?

-Steph

Being Credible And Simple

credibility

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

How to do to use the power of simplicity to have more success ? Several studies have shown that humain being like simplicity. We like simplicity in name of things, people, products and companies. It isn’t an incredible information but there have been several studies on this subject.

Adam L. Alter and Daniel M. Oppenheimer did a great study. To validate the hypothesis that we prefer more companies with a simple name, they took 89 companies randomly in the New York Stock Exchange and they analyzed stocks performance between 1990 and 2004. Companies with a simple name consistently beat companies with a complicated name. The first year, there was a difference of $333.-.

« Predicting short-term stock fluctuations by using processing fluency »

by A. L. Alter, and D. M. Oppenheimer (2006)

They did the same study again with 170 companies et they found similar results. It’s surprising to see we are influenced by a simple name. I have a question for you, do you know a lot of successful companies with a complicated name ? It’s hard, such name like Apple, Google, Facebook, Sony, Acer are easy to remember because it’s simple names.

Simplicity = credibility

steve jobs simpicity

This means you must find a simple name for your company et also simple names for your products. Some studies have shown that two products with same features, it’s the one with a simple and friendly name that make the difference.

We, entrepreuneurs, it’s important to be simple in our communication with ours prospects, ours customers, ours suppliers et ours teams. The problem in companies world is some experts want show theirs expertises. Here a bad exemple :

« In line with our corporate values, our innovative solutions are placed in guiding our future customers. Responsiveness, professionalism and proximity are our priorities at all times ».

But what does that mean ? Who understand it ? You see, this is the type of communication to avoid. Often experts talk a jargon thinking it strengthens their credibility but the truth it’s this kind of speech discredit experts because we think they don’t know how to express the complexity of theirs ideas.

More you express simply, more you say your ideas in a simple way and more people will think you know what you talk about, more people will find you friendly. Avoid jargon, stay simple.

Look Steve Jobs business presentation. It was business presentation and everybody fought to be in the showroom. The key ? He used a simple langage. For the first iPod, he didn’t say : « there is a hard disk of 5Go ». He said : « You have 1000 songs in your pocket » and that’s what interests people. It’s a simple and clear langage that speaks directly to what interests us.

Be simple in your communication

-Steph