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

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Be Curious And Effective

curious

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

I personally like to learn new things in different fields. Generally these are fields that I don’t know at all. This stimulates my curiosity especially when it’s something I don’t know and I see a lot of people using that. I think it’s the same for you.

That’s right, I’m curious and I like learning but how to be curious and learn a new thing effectively to use it as quickly as possible everyday ?

How long to learn

the right time clock how long

This is something that I’m always adjusting but there are some fundamental principles for it to work.

Here is an excellent example : speaking a foreign language. I hope (and if not, I advise you to learn another language) that you’re a person who speaks a foreign language at a level that allows you to have simple conversations.

Now do a little analysis. How long did it take you to reach this level to have simple conversations (a level that allows you to understand 80 % of a conversation or a text) ?

As everyone is unique in his/her method of learning, imagine that with effective learning techniques, it took you 2-3 years to reach the 80 % level of understanding in foreign langage. How much time do you think it is necessary to move from a level of understanding of 80 % to 99.9 %?

The truth is more impressive than you think. To go from the understanding’s level of 80 % to 99.9 % (the native’s level), it’ll take you 20 years !

You know, it’s not necessary to have a 99.9 % level of understanding to be bilingual. If you understand subtile jokes, you can consider yourself a bilingual. On the other hand, if everyone around you laughs and you wonder why, you aren’t yet a bilingual.

What is effective

effective

It’s destabilizing but it’s a reality, it’s faster to go from 0 % level to 80 % level than to go from 80 % level to 99.9 % level. This is the law of diminishing returns. This law works in all fields. This law is similar to the Pareto’s principle. The Pareto’s principle is the fact that 20 % of actions brings 80 % of results, 20 % of customers brings 80 % of the company’s turnover , etc.

This means that at one time, it’s more costly to learn the little things that remain to be learned in this field than to learn something new in another field.

Let us continue with the foreign langage’s example. It took you 2-3 years to get an understanding’s level of 80 %. In the next 2 choices, what’s the most interesting for you ?:

  • To spend 20 years to reach the 99.9 % level for a foreign langage

  • To spend 20 years to learn 6-10 new foreign languages at a level of 80 %

You see the number of opportunities you can create in your life by knowing how to speak several langages, it’s cool.

But there is a difficulty in knowing when the law of diminishing returns is put into action, This is a difficult question to answer because it depends on the individual and the field. It’s a personal expedition. We must also not confuse this with the « crossing of the desert » that everyone does when we start a new project.

The thing I do and I advise you is to track your progress to know when 20 % of your actions bring you 80 % of the results. With this tracking of your results, you can know everyday if you approach or if you move away from your goals. If you move away from your goals, it means that you have to adjust your strategy quickly.

When you have found a smart way to track you progress, it’s cool because you have an intellectual horizon, cultural horizon, tools, methods, strategies that are extremely varied and diverse that the majority of people. You have an effective toolkit that comes from an extremely varied horizon.

You can see in my blog’s articles that I speak of different field. I’m curious and I show what I learn by giving my sources because I find that being curious give me excitement to be alive. When you travel to a country where you don’t understand either language or writing, it’s exciting, right ? You can do the same thing on a daily basis by learning things in different fields.

Assemble different concepts

assemble assemblage

Now, let’s move on to the next level in curiosity. When you know extremely different fields, have fun connecting the concepts to each other. There is a type of creativity that involves linking concepts in a new way. Have fun connecting concepts that weren’t thought to be linked together and create something new. Look at how music evolves. You take 4 music’s types that nobody listen to, you mix all it and you create a new music’s type.

Today, we have the facility to have access to knowledge with books on billions of subjects. There are books on money, cooking, foreign languages, etc.

Attention, you need to learn in an efficient way with the principle of 20/80 and action (execution) everyday, no matter how difficult. If you learn all these things only to give you a good conscience and to impress your friends in discussions, you waste you time. It’s intellectual masturbation, it’s an illusion. It’s like this expression of Julien Greaux : « To be rich on Instagram, it’s like being rich in the game Monopoly ! ».

I hope that I motivated you to explore and learn new things effectively. And most important, you learn these new things to use them every day to boost your lifestyle.

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

-Steph

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Sometimes We Are Struggling To Be Healthy

struggling to be healthy

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

Doing things we know we need to do may sometimes seem impossible. We know we can have a better lifestyle to « stay motivated » and « get focused ». And yet when we work on a long-term project, we have the impression of always starting from scratch.

We doubt : « What’s happening ? Why I can’t do it anymore ? »

  • I know I need to eat better

    But after cook healthy meals for one week, I don’t have the time to cook and I buy pre-prepared meals.

  • I know I need to train more often

    But after train for one week, I’m less motivated, I see no result and I’m demoralised.

  • I still have a good physique

    But I try to have an athletic body like the pros but it’s always frustrating.

I already tought about it and I think you too. Change this situation can be useless if we aren’t well prepared. It’s like a video game when you will fight a Boss with 50 % of your life without potions.

Boost your inventary

inventory video game

It’s real, I advise to everybody to prepare their meal of the day in advance (like my Instagram’s video) to have health meals. And I advise you to eat 1-3 time per week in a restaurant (see tips for eating at restaurant and staying healthy).

There is the perfect plan and the realistic plan. We like prepared perfect plans to reach our goals but in reality, it’s harder. An imperfect plan executed is better than a perfect plan poorly executed.

  • Potion

    You can go in a restaurant to eat a big plate of rice, protein and vegetables. It’s quickly prepared, it’s not expensive and you have healthy foods in your body.

  • Improve weapons

    Find a blender with a good motor to do fruits/vegetables shakes. It’s perfect for a snack at 16h (4pm).

  • Improve your armor

    Buy a rice cooker to save your time in evening.

These elements help you to reach more easily your daily calories goal. I have never plan my meals for all the year, I plan what I will eat each week (when I go to the supermarket) and each day, I do my best to eat as healthily as possible despite the unexpected. It’s this imperfect plan that I use and I see results ! If I had continued to follow my perfect plan, I think I would have given up because of my environment.

Now, when I see old friends they’re surprised to see how my physique changed better and there are some who jealous me (but there is less brawl than before, it’s cool).

In a video game, when you will fight against a new Boss, you will have the maximum of potions to have the maximum chance of winning. When you attack a new problem in your life, adjust your priorities to build a new habit or miss your attempt to be healthy.

Mercenary and strategy guide

mercenary

In a video game, you can have mercenaries to help you to fight the Boss and you can unlocked strategies can help you have the advantage.

You used strategy guides or tutarial video to help you to beat a difficult Boss. Some people say it’s « cheat » but it’s up to you to follow instructions and execute them properly for it to work.

In life, you can also have mercernaries and strategy guides. You can find tutorials like « How to do squat properly » or « How to create your workout plan » but often it’s our lack of knowledge or lack of confidence that keeps us from succeeding.

Have a great mercenary (personal trainer) to reach your goal who all times yelling, prodding, educating and helping you to have results. Just have somebody to help you for one session or for one week can do the difference between long term success and long term frustration.

That means you need to have a mercenary (personal trainer) forever ? No, but it’s good to have the opportunity for several months to learn from a great mercenary (personal trainer) to follow the patterns set out in a strategy guide to have confidence to attack the Boss without being assisted.

A victory is a victory

victory

When you try to fight the Boss, all that matter is that you have 1 % of life when the Boss has 0 %. This can be an ungly fight and even you used 10 potions, this victory is important to continue. It’s for this reason you buy potions and upgrade your armor. This is what make the difference between victory and throw your controller against the wall.

The life is the same and it’s important to organize priorities to have success :

  • Discuss with your family about the financial investment to have a better health (gym, mercenary)

  • Save money to by health product and have tools necessary to avoid to eat at restaurants everydays.

Organize your priorities to reach your fitness goals and others aspects of your life, right now. There are Bosses that you fight with 50 % of your life ?

  • Hard to meditate everydays ?

    Use calm.com  and follow the 2 minutes of meditation guide (strategy guide).

  • Hard to start yoga ?

    Subscibe to a yoga class for a month to learn movements. By this way, you will have more confident to do yoga at home (mercenary).

  • Hard to eat better ?

    Seek in Craiglist or another website that do the same thing and find a Chef to prepare meals for you at a reasonable price for a month (improve inventory)

  • Hard to walk more ?

    Buy a Fitbit and train you body to walk 10 000 step each day until you can do it without technological assistance (improve armor).

  • Hard to do squat and deadlift properly ?

    Hire a personal trainer to learn properly to do squat and deadlift. Contact this personal trainer one month later to check your technique (mercenary).

  • Hard to learn a new language ?

    Use iTalki.com  and speak with a native speaker and in exchange you learn to him/her your native language. (improve your group).

Yes, it’s possible. You will try several times and you will do several mistakes to improve yourself and it will be difficult. The most important is to know why you do all these things and not the others. It’s to improve your lifestyle and you’re the only person to do it.

What is the Boss you’re fighting and what mercenary, armor, potion, you use to build this new habit to beat it ?

-Steph

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

Smartphone apps:

To track my training program, I use Jefit 

To track my calories, I use MyFitnessPal 

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