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

The Reasons For An Asymmetric Body (Part 2)

asymmetical body

I watched a Jamcore DZ’s video  and I learned good stuff.

If you didn’t read the Part 1, click here .

When it’s a real weak point, the only thing you can do is to be persistent and patient. For this, it’s important that you learn to isolate and feel the muscle’s sensation.

Learning to isolate muscle involves 2 things :

brain muscle connection

  1. Intermuscular competition. Sincerely, 95 % of people do exercises don’t isolate and don’t feel their muscles. It’s not their fault, there are people who learn it intuitively. When you learn to use it with the « magic touch » technique, you’ll evolve much better and discover the real bodybuilding (the fake bodybuilding is to have the biggest muscles in the world).

    Intermuscular competition is to work a muscle but in fact, it’s the dominant muscle that works more than the muscle targeted by the exercise. For example, bench press targets chest but it’s shoulders and arms that work more than chest. Biceps curls target biceps but it’s forearms work more than biceps. Squat target quadriceps/hamstrings but it’s glutes work more than quadriceps/hamstrings. Intermuscular competition is the inability to isolate and work (feel) the muscle you should be working on.

    2. Engine program. The engine program is to connect your brain to your muscle. When you do an exercise, you leave a piece of memory in your brain, a piece of memory in your muscle and a piece of memory in your nervous system (the nerves in your muscle). When these 3 pieces of memory connect, this is the engine program. This is the brain-muscle connection. But beware, when you do an exercise with a poor execution, you do this exercise in « intermuscular » mode and repeating this exercise with a poor execution, you’ll create and improve a defective engine program. If you do an exercise with a good execution, you will create and improve a correct engine program.

Solution

solution

  1. Be more aware of intermuscular competition. That means you learn to isolate and feel the muscle you want to work. You need to be patient because it’s a skill that comes with time. Changing work angles for an exercise allows you to feel your muscle differently.

  2. Learn to isolate your muscle to improve your engine program. As you know now, during an exercise you create a piece of memory in your brain, muscle and nervous system.

  3. Discovers muscle contraction. You need to use an middle weight to discover the muscle contraction. It’s impossible to discover this with a heavy weight because, in this situation, you’re only focused on doing as many reps as possible. With a middle weight, you can focus on feeling your muscle because it’s a weight you can manage

  4. Learn how to transfer sensations. When you feel that your muscle doesn’t really work, corrects the movement’s execution to have the sensation on the muscle you want to work.

Execution, execution, execution. You need to practice as much as possible to improve your brain-muscle connection. This is the best way to evolve but I warn you, you need to be patient because it takes time. This is not something you learn in 12 weeks.

It’s also important that you organize your training program intelligently in the week. For exemple, don’t work your biceps 2 days in the row because your biceps need to rest. Organize the training of your muscle groups so that it doesn’t interfere in the recovery. For example, one day you train your legs and the next day you run. In this situation, you don’t help your legs to recover.

All former professional bodybuilders (who talk about this) say that steroids don’s help as much as the media make believe. Steroids only help to recover. Watch this Rich Piana’s video.

Personally, I don’s like steroids and I don’t advise you to use this. That is my position and I will repeat it again.

Now, it’s your turn. Start to learn to feel your muscles to improve your body. And the most important, be patient because it take time.

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

-Steph

The Reasons For An Asymmetric Body (Part 1)

asymmetircal body

I watched a Jamcore DZ’s video  and I learned good stuff.

When I look in the mirror, I see that my right biceps is bigger than my left biceps. And I also see that my left calf is bigger than my right calf. I think you too, you have weak points and an asymmetrical body like me.

I tried several technique to clear the weak point of my left biceps by doing more reps or lifting heavier with my left arm. But it didn’t work as I thought and I realized that there were even more factors that caused my asymmetrical body.

You have to know that there are real weak points and false weak points. And yes, there are 2 type of weak points.

Past sports

sports

These are the sports that you have done regularly before you train seriously at the gym. For exemple, I played soccer for 2-3 years so I developed a lot of my legs and calves. I have been doing karate, kung-fu and taekwondo for years (I have more than 15 years of martial art) so I developed a lot my back, my arms, chest and my abs. My past sports allows me to develop all these muscles (calves, legs, back, arms, chest and abs) even more easily.

Now I’m going to tell you about the difference between a real weak points and a false weak points. In my case, I have nice abs, nice, chest. My arms are correct (I have one arm bigger that the other) and my legs are correct (I have one leg bigger than the other).

For example, a soccer player or a cyclist will use his/her legs and calves more often. A boxer will use his/her arms, back and abs more often. This shows that the past sports is important in muscle development because people developed more rapidly the upper body’s muscles rather the lower body muscles or the reverse.

So don’t worry because absolutely everyone has an asymmetric body (if you know a person who has a 100 % symmetrical body, attention, it’s a robot).

Genetic

genetic

It’s the moment to go to the higher level. Now, you understood that there are people who can easily develop the upper body’s muscles rather that the lower body’s muscles or the reverse. In both case, there is the same problem : an asymmetry.

We’re human beings, we are not perfect and that is normal. Professional bodybuilders also have an asymmetric body like you. It’s for everyone like that. When we look at the mirror, we have a more developed part than the other.

Here are the causes.

Bone

bone

Because of your bones, there is one side of you body that can lift easily heavier weights that the other. So the side muscles that can lift easily heavier develop faster.

A) clavicle length

We all have a longer clavicle than the other. Take you time, check the length of your clavicles, you will be surprised. When the clavicle is longer, this affects the leverage when you lift weights. This means that it boost your strength and your muscular growth.

But, there is a solution to avoid that there is a big difference between the 2 sides. It’s learning to isolate and feel your muscle. I use a technique called « magic touch ». Before doing a set, I touch with my fingers the muscle that I have to work. This allows me to be focus and stay focus on muscle sensations. This is to create the connection between my brain and my muscle.

This is why it’s important to take light weights to learn how to perform a movement to learn the muscles sensations. For example, bench press. There are people who use too much shoulders when the arms are straight. Bench press is an exercice to work mainly chest and not shoulders. So pay attention to your muscles sensation when you to an exercise and adjust.

B) Short and long muscles

This is really a genetic case. There are people with short muscles or long muscle. Take as an example a short biceps and a long biceps.

A short biceps responds slowly to training because the muscles is less close to insertion with the joint.

A long biceps respond quickly to the training because the muscle is closer to insertion with the joint.

As you can see, there are some similarities with the clavicle’s length. When the muscle is long, it’s easier to develop the muscle.

This is something you can’t change and doing an operation to lengthen your muscle is useless. It’s your genetics that decides whether your muscles are short or long.

dorian yates

Wait, it’s not over yet, there’s still plenty of other things in the genetics that influence muscle development. In your training, you can use several techniques to stimulate your muscle fibers like « High Intensity Training » . Dorian Yates (6x Mr. Olympia), used this technique during his career as a professional bodybuilder. This technique stimulates muscle fibers even more that hypertrophy .

There is also nerve genetics. It’s the ability to isolate and feel the muscle you’re working on. It’s an ability that improves only with experience and time.

Here is the end of the Part 1. The Part 2 comes soon.

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

-Steph

The Mistake Of Learning From Mistakes

mistake

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

It’s true that learn from your mistakes is a good method to improve yourself but you can do a huge mistake by doing this. Let me explain to you, the huge mistake is to only learn from your own mistakes. Look the world, we’re billions and there are billions of people who lives before us. As everyone makes mistakes, learning from mistakes of others is also a good strategy.

Mistakes of others

mistake others

Look mistakes from people who are in the domain where you want progress allow you to save time and money. I think we know it but we forget to do it quickly. It’s important to have a strategy to learn from mistakes of others to progress.

I tell you the truth, I also made this mistake several times. Sometimes I noticed that I had a talent and I was alone in solo thinking that I was smart enough to succeed. I thought I didn’t need professors, books, etc. It’s an ego trip, it’s the best method to waste time and almost guarantee failure. Yes, I know there are exceptions, some people happen to be successful in being solitary wolves but it’s clear that they lose a lot of time.

No matter where you want to succeed, there is a golden rule. You need master the basics ! Once you master the basics, you can be creative but not before.

You can try to be creative before master the basics and in 90 % of the cases you’ll fail, it’s true. Look at people who are successful, people who are creative, they were all newbies and they all learned the basics.

Example

Looks at the creative chefs who have restaurants with 3 stars in the Michelin guide. Do you think at the first day in kitchen, they said to themselves : « Go, I make a crazy recipe ? ». No, they learned to cook rice, pasta and they had to learn the basics like everyone else.

There is a company very creative that is Cirque Du Soleil  that reinvented the show. You notice that there is a lot of circus inspiration and other domains. It looks very similar to fusion restaurants. You know this concept where you take the best recipes from 2 countries and you make a mix of 2 to make a menu.

Learn form mistakes of others

biography

First

The simplest method is to read the biography from people who are successful in the field where you evolve. You’ll learn a lot of things, you’ll see that they strarted from nothing and sometimes they made incredible mistakes. Reading biographies helps you avoid making these mistakes.

Second

Be in touch with people who are successful in your field. Don’t absolutely look for people who are at the level where you would like to be, communicate with people who are better than you. Ask them what are the classic mistakes that beginners make.

Put in place a stratregy to know mistakes of others and solutions they used to move forward. You’ll see, this will save you from unnecessary stress.

Attention is a thing to do in addition to attend trainings, see tutorials in video,etc.

What I mean is not be a lone wolf. Connect you, inform you, be curious, attends trainings and find mistakes that you must not make before you make them.

-Steph

P.S.Do you want free compete workout programs ? Click here 

Free smartphone apps :

To track my calories, I use MyFitnessPal 

To track my workout program, I use Jefit