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

Dropshipping

dropshipping

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

To start, a little explanation of dropshipping. Dropshipping is to entrust most of your logistics to an external service provider or to make it simpler, you outsource your logistics. For example, you sell fitness accessories on the internet. Everything concerning the reception of the product, storage of the product, packaging of the product and sending the product to the final customer is managed by the service provider. This is a concept proposed by Tim Ferriss in his book « 4 hours workweek ».

Amazon

amazon fulfillment

The most famous dropshipping provider in the world is Amazon with its service « fulfillment by Amazon »  Here is how it works, you reference your product in Amazon’s catalogue, you order your product from your supplier by telling to your supplier to send the product to an Amazon’s center.

As you see Amazon takes care of the storage of your products. Now when a person buys your product on Amazon, it’s Amazon that handles delivery to the final customer and billing. Of course, Amazon takes a commission that is about 30 % of the sale price. Yes, that’s it, so you have to pay attention to your profit margin.

Today there are more and more people who create dropshipping companies to buy products to import on Alibaba. They do market research on the internet, they do tests and sell these products on Amazon USA, Amazon Canada, Amazon Germany, etc.

it’s possible to earn tens of thousands of dollars per months with an excellent profit margin.

A dropshipping company is interesting because there are fewer constraints than the classic e-business. But there are always risks. You have to buy a little stock (so the stock is at home) to your supplier to see if you can make several sales on Amazon before outsourcing your logistics to Amazon.

Make your first sales

first sales sold

There are several ways to create a dropshipping company, it’s up to you to find the one that fits you. Do your best to minimize risks and a plan B if things don’t go well.

To minimize risks to the maximum, you need to train yourself about dropshipping. Read books about dropshipping, do your own research to try to figure out what products interest people and buy a small stock of products to sell them yourself. The best scenario is that Amazon takes care of everything including find customers. But for this to be possible you have to make marketing efforts to have the first sales. Once you have made the first sales, you have launched the machine.

Once you have made the first sales, an Amazon’s algorithm will help you. Yo know when you see a product on Amazon, at the bottom of the page, you have a « customers who bought this item also bought » zone. When your product is on this list, Amazon helps you find new customers and it’s cool.

Make your own marketing

marketing digital social media

Amazon helps you for your logistics and find new customers and it’s really cool but don’t be naive. If Amazon changes its algorithms, your sales can decrease. To avoid this situation, you have to do your own marketing. An excellent strategy is to create content with a blog, a Youtube channel or another social media.

The idea is to create content to create a community. For example, if you sell fitness accessories, you create content about fitness to create a fitness community. Content allows you to have fans. You build a community and your mission is to help people in your community to reach their goals. And that makes the difference between you and your competitor.

If you’re interested in creating a dropshipping company, the first step you need to do is to train yourself by reading books, watching video on Youtube and participating in online or offline training. Here, now it’s up to you to hustle.

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

-Steph

At Our Limits We Have Growth

growth

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

We all searching inspirations and sometimes we found them with videos or in biographies.

Our limits

limits

The world’s chess champion Josh Waitzkin says in his book « The Art of Learning »  :

« Growth comes at the point of resistance. We learn by pushing ourselves and finding what really lies at the outer reaches of our abilities ».

Training shouln’t be boring

boring

The moste of people do training by constraint, somthing boring :

  • Run on treadmill ou sit down at a weight machine

  • Suffering by doing exercices during 20-60 minutes

  • Repeat it again

Everybody had this experience. Day after day, do same exercices, because we believe that with this way we will have results.

Training shouldn’t be a constraint. We shouln’t see it like a constraint but rather like a way to challenge our limits.

Each training should be exciting

You must exploit this excitation in you training to reach results you want.

Step forward

step forward

Step forward to get out of your comfort zone, get out of securitiy zone, out of your known limits of your life for an unknown adventure maybe dangerous. In all movies you watch, the hero get out of his comfort zone to become better and that’s what makes the movie exciting. You can have the same scenario in your life.

Where are the gate keepers of your life ?

  • Is it the weights that you have never lifted for a deadlift ?

  • Is it the mountain hike you would like to do but you have never tried ?

  • Is it travel outside of your country or continent and test your preconceived notions about other cultures ?

  • Is it to learn a new instrument or make new friends or attending an event ?

Security and the « know » transform us in zombies !

Take the control of your life and avoid the « good enough » syndrome. To do the bare minimum has never evolved anything.

It’s true, stay in your comfort zone means be safe but your growth depend on what you do outside of the line.

Celebrate each victories and appreciates the feeling of joy that you have each time that you have succeeded in a challenge.

It’s not to cross the finish line. We haven’t yet found the finish line then profit of the life’s journey and love the life’s game.

Growth happens at our limits, wherever they may lie. It’s how much we can become comfortable with being uncomfortable that will determine just how much we can grow.

To paraphrases Professor Barnhardt in the movie « The Day The Earth Stood Still » : At the precipice we change !

Which thing did you do to get out of your comfort zone ?

-Steph

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

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

Strength And Honor

gladiator russel crowe

Young or old, big or small, be strong is the best attribute that you can give to yourself. Maximus Decimus Meridius just like he to his army in the movie, Gladiator, there is a real sense of honor that comes with strength.

When I was in school, I often was not in the first to be selected soccer or basketball team because I was clumsy but also because I was weak. This is why I started seriously doing sports, Maximus taught me that there is honor in strength and I wanted it.

That’s how that started my love affair with strength training. Now I love even be stronger than ever.

Whether you’ve never made push up or deadlift. You prepare to run a marathon or simply be a better person, be strong is the best gift you can give to yourself.

This is a part in your life and I’ll tell you why.

We are made to be strong ! There are many good things that came with technological advances but now that our survival isn’t related to our strength, it’s not something « necessary ».

However, we are genetically designed to move. To be active. To be strong. It’s in our DNA and it needs to be activated if you want to be healthier, happier, be a stronger version of yourself.

strenght

Besides, strength training improves memory, reduces anxiety and improves learning knowledge.

Don’t worry if you start with just a few push up and squat in your bedroom. Earlier you begin strength training, earlier you’ll reap the profits and regain control over your future.

I train my strength because I want to see what I can do. I want to know how I can become strong. I want to prove to myself that with enough time and focus, anything is possible.

I train my strength because I believe it’s my responsibility to become a better version of myself. I didn’t want to look at my past and say « what if … ».

gladiator russel crowe

I plan to live a long time and I know the best way to have a healthy and happy life is to be strong and I motivate myself to become stronger.

When is my next workout ? When is it ?

Your turn ? Why you train your strength ?

-Steph