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

Fear Of Success (Part 1)

fear success

I watched an Oliver Roland’s video  and I learned good stuff

My Moment Of Clarity

morpheus matrix

In 2013 I realized that I was more afraid of success than being homeless. I went to another city for a job opportunity but it didn’t work. For several months, I spent my day with homeless people, illegals immigrants, good-for nothing people and drug addicts. All type of people that society puts aside and forgetting.

At first, I didn’t like this situation but over time I adapted and they accepted me. Now I think about it, I really learned to be a hustler with them. I mainly earned money with people from Africa (Nigeria, Ghana, Mali, Senegal, Congo, etc.) and people from Eastern Europe (Lithuania, Poland, Russia, etc). Often I was fighting on the street because people thought I was a nice little black boy. I train everyday at the gym. I ate 5 times a day. I had my laptop and I had 2 prepaid mobile phone.

But most of all, I felt free because I didn’t have a lot of bills to pay at the end of the month and I still had cash. There was not a days when my bank account was in the red and I promise you that it’s good.

Success in my team

team proud

In my team, there was a Congolese (I don’t say his name because he was a illegal immigrants). He had 4 children with 2 different women in another country and at the end of each month he asked me to have ideas to make more money. He was fed up with this situation, fed up with receiving welfare money that treated him like shit. He wanted to return to Congo and create a company. Now it’s cool, he has a good situation in Congo.

There was a Senegalese. He had a wife, a child and he worked at the airport. One day he lost his job at the airport and I don’t know all the details, but he lost everything. He couldn’t find work and his wife left him and kept the child. His wife didn’t want him to see his child, but she asked him for money. You see, a classic story.

This Senegalese told me that he needed more money because he was fed up with welfare that treated him as an illegal immigrant while he worked and paid his taxes like everyone else. He wanted more money to return to Senegal and start his own company. We worked well together and now he as a good situation in Senegal.

A few days after he left for Senegal, I watched a Gary Vaynerchuk’s video about building a legacy. Boom, I realized that I was more afraid of being rich that being poor because all my childhood I was in a middle classe environment or lower what had become my comfort zone. And my father often told me that I could never be rich.

Fear of success

fear

With my blog, I see that on internet, there are people who could have more success but they blocked. They’re stuck because of their state of mind because technically they are competent.

There are bloggers who have a good traffic and an email list that grew from day to day but as soon as they have to offer a paid service/product, they block.

This blockage is the fear of success. The fear of success is a fear of change. Definitely leaving the comfort zone for something else. If you succeed you will make more money but it will also change your life outside and the perception of yourself.

To be afraid is not something bad because it allows us to be attentive to everything, to have all our senses at their maximum capacity. You need to be attentive to everything when you’re in a unknown area.

Fear of failure is embedded in fear of success

fail michael jordan

But when you’re afraid of success, you are not only afraid of success. There are other fears that add to the fear of success. With the fear of success, you are also afraid of failure.

Think seriously about that. When you feel that you will succeed, it also means that you may fail. The worst time to fail is when you think you can succeed because it’s more painful. It more painful that doing something that is lost in advance.

It’s really comfortable to stay in your comfort zone, complain and do nothing.

This is the end of the 1st part. In 2nd part, I would speak about the fear of rejection which is also in the fear of success.

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

-Steph