The number of views on funny cat videos on You Tube, the number of years spent on social media collecting imaginary likes, comments and shares, and the disturbing number of searches for porn on the web, should tell you that what we know about marketing has been missing the point. At least, a little off. Otherwise – our stats would make us smile, sales would be a breeze and content would go viral.
Apple, Google and Amazon are making billions, while most of us, with our message to save the world, are busy trying to catch attention, and drive traffic into a page or a webinar where we hope to give something, teach something and sell something. And – let’s be honest – with little result, when comparing to the dreams of those luxury cars, yachts and villas in the videos of some marketing gurus.
What is it that corporations know that we seem to ignore? How come they sell effectively and we don’t? Could it be possible we have been playing with a completely different deck of cards?
‘Sell to the brain; not the people’, says Jürgen Klarić, a leading authority on Neuro-Marketing, a pioneering application of Neuroscience into the realm of Marketing and Sales. And as clever as it may sound, it turns everything we know about marketing pretty-much upside down.
We are accustomed to think marketing is a conscious, linear, and rational process and selling is predictable based on us placing a competitive offer and meeting the needs of the customer. Supply and demand. It would certainly be that way, if human feelings and emotions didn’t create static and interfere with the transparency of the process. If only they could spell to us what they really want..
The truth is however that most people don’t have a brightest clue what they want. When asked the simple question: ‘What do you want?’ Most people answer with a list of ‘I don’t want this, and I don’t want that’, as if driving a bicycle trying to avoid hitting the trees along the road.
It baffles the rational mind.
The name of the game is Dopamine – the hormone of desire, anticipation and wanting; the synonym of that itch that keeps you sleepless until you satisfy it. The itch is there reminding you to sign up for that coaching program that finally will make you a multi-millionaire or urging you to chase the lover of your dreams. The game is essentially the same. The flip side is FoMO – Fear of Missing Out. Scarcity and time remind you the train is leaving; you either hop in or stay behind…
The dynamics apply to anything sold and marketed on the web: from shoes and sunglass, dating apps, food products, to coaching, business courses and spiritual salvation. While humans are busy “looking for love in all the wrong places”, AI is tediously holding the pulse on the bio-metrics of our dopamine supply. Always. Chasing the next and next. Studying human fear and desire, AI is listening for cues and generating keywords, spying on our curiosity, monitoring our fear and pain point.
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Decision process has everything to do with our brain and nervous system, and the cocktail of hormones in our body. The body never lies. Hence, the corporations have moved to study the body and the brain – hiring an army of neuroscience researchers, and firing an array of apps collecting our bio-metrics. People lie in surveys, however their biological response to ads, links, sounds, images and over all marketing campaigns spills the beans. The process of marketing and sales is taking place in the subconscious – a realm of thoughts, feelings and emotions that are deep, primordial and hidden from awareness. Neuroscience is studying human attention, emotion and retention – capacity to hold a message in memory.
Just like the Internet has dripped to us from the US military, it is no secret everything we know about digital marketing comes from porn industry which has from the start pioneered the research and tactics. Extremely successful due to its targeting of the primitive animal part of the brain, porn producers have mastered the neuroscience of marketing. It was porn industry that first came up with email catchments, aggressive retargeting campaigns, and split-testing analysis. Today, the industry is holding a billion of IP addresses for Big Data.
Neuro-Marketing is quite primitive and triggers our limbic brain that reacts quick. It’s all about fight or flight. Decisions take milli seconds in the neurones that fire together and wire together forming new habits increasing efficiency and saving time. The premise is primitive: survival and expansion.
Women get their dopamine boost from hanging out together. Men’s dopamine comes from dominating. Thus, advertising to male or female customers will be different. Showing women pictures of other women laughing and connecting, and inspiring male clients to see themselves as being Alpha.
You’ve been told it’s never about money, right? Truth! Your customer is able to find cash in the hidden pockets or go into debt, if they believe it’s worth it. Look at gambling. Most people live their lives trying to look good and avoid looking bad, hence the products or services get purchased when they make them look good, feel good and help them to avoid looking bad. If they can’t afford your coaching, it’s not because they don’t have money. It’s most likely because they are afraid to fail.
Your empathy, your compassion, and your ability to connect with them on a heart-to-heart emotional level will be the tipping point of your business growth. Far more than presenting a competitive offer and making sense rationally, your ability to use language to calm someone’s brainwaves, remove someone’s fear and make them feel safe, will enable you to bio-hack all objections in sales process.
Hypnosis, you say? It’s precisely what’s been going on in TV commercials for the last decades. A modern-day shamanism.
For more articles on internet marketing, read the The Growth Hacking Book 2 : 100 Proven Hacks for Business and Startup Success in the New Decade
Evita Ramparte is an Internationally Known Speaker, a Bestselling Author and a former TV News Reporter. She is the Founder of BusinessVenus.com