Let me be really straight-forward here. I am sure most of us know that the game of flirting and persuasion is adventurous, interesting and mostly, it is played with the hope of rewards 😉 . In marketing, a similar game is played with the audience through every touchpoint, in the hope of conversion as a reward. Among thousands of similarities between both, one prime identical factor is that in both of the cases i.e. flirting with a person or flirting with your audience’s brain, the winners understand the other person’s (audience in the case of marketing) thought process and psychology, and use it to get what they desire.
Contents of the Article
So, are you up for the flirting game?
But before that, I would like to state an obvious fact here.
Your Brain is NOT a computer!
I know we all love to refer our brains as computers but it is not right.
There is no doubt that out brain is an amazing organ with huge complex functioning but, it is far away from being a computer.
Let me tell you a couple of astonishing facts about the Brain.
- The brain has 100 thousand miles of blood vessels and uses about 20% of all of the oxygen you take in.
- Your brain is actually more active while you are sleeping than it is while you’re awake.
The brain is far and away the most complex organ in the human body. It’s easy to understand why people want to compare it to a computer, but in fact, they are quite different.
How Brain is different than Computers?
Computers are controlled by logic whereas human brain can be prone to persuasion. The human brain is subject to a whole array of bizarre glitches and biases that override logic and even common sense.
Computers have precise memory locations which can be accessed straightaway when needed. Whereas, human memory stores objects based on content.
Fragrance of a perfume may trigger the memory associated with it, accessing the location in the brain which is linked with sense of smell.
As you can see, the metaphor is not as accurate as you might have thought. Your brain is complex and so is a computer, but the similarities are mostly superficial.
Well, now it is time for learning a bit of biology! Hope you are not scared
Before I start, I just want to emphasise on something.
No marketing is complete without understanding psychology and no learning of psychology is complete without understanding human’s brain.
So, let’s unravel the layers of human brain and the secrets of persuasion, right here.
If you would have paid attention to your studies, you must be aware how our human brain has evolved over a period of million years.
Some of the earliest creatures on this earth were reptiles and it seems that we do have something in common. Let’s see how.
The first and most primitive part of our brains is called the reptilian brain. The scientific name for it is the basal ganglia, and it’s the part of the brain that governs basic survival.
This part of the brain, also called the old brain, actually plays a critical role in the decision-making process.
The reptilian brain is highly visual, and largely governed by fear.
The second part of the brain is the mammalian, or middle brain or limbic system.
This brain is also known as the limbic system, and it includes the septum, amygdala, hypothalamus, hippocampus, and cingulate cortex.
This is the part of the brain that deals with our feelings, hormones, and moods. It also plays a significant role in decision making.
The third and final part of the brain is the most evolved part of the brain, the part that’s responsible for rational thought and logic.
It’s called the human, or new, brain – the real name for it is the neocortex. It’s also the place where our language skills and conscious thoughts stay.
We always assume that it is this part of the brain which impacts our buying decisions but in reality, it is not.
So, which one should we target?
All three of these brains coexist inside our heads, and research tells us that the key to influence resides in the reptilian brain.
Unless its fears and objections can be overcome, a customer is not going to take action and make a purchase.
Once it moves from the reptilian brain, the decision still has to get past our emotions and moods before it is passed on to the new brain.
How can I flirt with the Old Brain and win at persuasion?
Yeah, at this moment, everyone is thinking the same thing. The good news is that Yes, there are 6 ways to flirt with the brain and score 😉
Robert Ornstein is a famous neuroscientist who stated that the old brain is the one that is in survival mode, so surviving is its only concern. In that regard, the old brain is very selfish.
With that said, it’s important that the message you deliver is acceptable to the old brain of your customers. This means your message should be about your customers, not your products or services. They want to know you’re on their side and that you care about their issues.
Every customer asks “what’s in it for me?” This is because they care for themselves and their family. Focus on what is in it for them rather than your product and its attributes, you will definitely sell.
The brain is attracted to things that are in contrast with each other. For example, things that contrast with something in the environment or previous events are fascinating to the reptilian brain.
As our brain is lazy and on a forever power save mode, it instantly starts looking for contrast in anything.
The old brain looks for contrasts to make quick decisions and to avoid becoming confused, which happens when decisions are delayed.
To captivate your visitors, try to use contrast as a way to show the promise of your product or service.
The old brain has a preference for things that are tangible. Promoting things like extra time and energy won’t help you market to the reptilian brain.
Instead, a better choice would be to discuss tangible benefits of using your product or service such as earning more money and increasing ROI.
4: Beginnings and Endings
The reptilian brain has the attention span lesser than a fish. Although, it always does it’s best to remember the beginning and end of whatever it hears or sees.
That means that when you’re trying to sell to the old brain, it’s important to start with a clear introduction that explains what you’re offering, which is then followed by the body of your presentation and then finished with a conclusion (call to action).
Any essential information must be repeated at the end if you want the old brain to remember it, building a great chance of persuasion.
The reptilian brain responds very quickly to visual stimulation. That doesn’t mean that written content can’t apply to the old brain, but it does mean that compelling visual content is your best tool for selling to the reptilian brain. Consider using photographs, infographics, illustrations and video to appeal to the old brain’s preference for visual learning.
A human has so many expressions and emotions such as sadness, hope, excitement, anger, anxiety, happiness and so on.
Each one of these can be used for marketing in order to engage a customer and inspire them to take the action.
The oldest trick under this section is SHOCK which has been used a lot by all marketers.
Emotions drive the attention which in turn, drive the learning. Everything that you communicate through text, images or videos should share the same emotion during course of a campaign.
Embedding emotions definitely gets the attention with ease, which brings us to second segment of human brain i.e. mammalian brain, which is the abode of emotions, provided you are able to get through reptilian brain.
Researcher Timothy D. Wilson did a study in 2005 that revealed that people make decisions based on something called affective predictions.
This clearly means that people (including us) think about the emotional impact which a future event (result of their decision), will have on them.
Most of us, most of the times base our decisions, purely on the predicted emotions.
Let’s see how this image uses the affective predictions.
This ad may seem really simple, but an image like this one enables potential customers to envision themselves as part of that image.
In other words, it helps them to predict the impact of using Uber to be a driver and earn good amount of money.
Once your marketing method has crossed the super strong defence of reptilian brand then crawl through the mammalian brain, it will finally reach your customer’s neocortex – the new brain.
Neocortex is where you all information starts making sense to the audience through the specifics that are provided by you.
The engagement and actual convincing happens at this level. Although, you really need to take care of few things and avoid falling into their traps.
Ensure that you never do these:
- Focus on content on your company or product, rather than on the needs of your target customer — don’t forget the old brain is self-centred.
- Not giving visitors clear contrasts that help to support your sales pitch — contrast is very important.
- Leaving too much room for conception and thought –your message should be simple and tangible.
- Delivering content that is unnecessary and doesn’t put emphasis on your selling points – your selling points should appear at the beginning and end of your content, and they should address pain and differentiate your claims.
- Using too many words, too often — implement visuals throughout.
- Lacking emotion — emotion helps draw in and inspire customers.
Now, let’s re-iterate on what we have understood so far.
- The human brain is actually three brains in one: The old, or reptilian, brain is the most primitive part of our brain, and its primary focus is on survival.
- The middle, or mammalian, brain is more evolved than the old brain, but still not particularly rational. Its primary focus is on emotion.
- The new, or human, brain is highly evolved and rational. Its primary focus is on evaluating quantifiable facts in a logical way.
- The old brain is selfish and me-centered. Your campaign should focus on the customer at all times.
- The old brain evaluates things through contrast.
- The old brain responds particularly well to extreme emotions like shock and fear.
- The old brain is highly visual and will process images much more quickly than it will words.
- The old brain prefers tangible benefits and rewards to intangible ones.
- The old brain remembers the beginning and end of a presentation, not the middle.
- Human beings are susceptible to a host of irrational decision-making shortcuts known as cognitive biases.
Remember, that flirting is a game of hit or miss although we also need to understand that right strategy, a kickass approach and reading the person’s mind definitely does wonders. With the use of above mentioned psychological strategies, you can understand your audience’s mind, address their pain points and get awesome conversions and robust campaigns by using marketing psychology.
Want The Flirting Super-Power?
Along with the persuasion strategies which you just read about, there are thousands of different psychological triggers which impact your audience’s decisions.
Also, psychology is just not limited to persuasion. Anyone who wants to convince their prospective customers/clients, friends, family or even actually flirt ( 😉 ), needs to understand the psychology and the science behind what our brain does & why it does.
Coming back to marketing, how about something that helps you in
- Web design
- Social Media posts
- and much more?
Let me clear out one thing …
We humans are nothing more than a set of puppets, connected with invisible strings, being controlled.
Whenever, our strings are pulled in certain manner, it impacts our actions and behavior….no matter what we think.
Well, once you digest this fact and the truth sinks in, I would love to introduce “PSYCHO Marketing” to you.
This book is step towards bringing in the understanding of psychology and neuromarketing, which I have acquired over a decade long experience in marketing and psychology.
With this book, you and I, together will reveal the various mysteries of human brain, it’s complex processing and how you can push the perfect buttons that will trigger your audience to click on BUY NOW button, happily in his or her mind. In short, making you a champion in the flirting game, acing the persuasion.
With this book, you will be able to understand
- Introduction to Psychology
- Why Psychology is Important for Marketers?
- Why People Buy?
- The NERFS Effect
- Customer Decision Making Process
- How Does Brain Function? Psychology of Persuasion
- Behavioural Psychology
- Key Principles of Psychology and Persuasion
- Psychology of Web Design
- Persuasive Writing
- Psychology of Paid ads
- Psychology of Social Media
- Psychology of Colour
- Brand Psychology
- Power of Suggestion
- 10 Keys to success in selling
- Hidden Psychological Tricks for persuasion
P.S. : Did I tell you that just within 10 days of it’s launch, Psycho Marketing has been ordered by 2800+ people. YAAY!
Still thinking to use same old strategies which everyone is using? Well, that ain’t gonna make you go ahead. You need a super power i.e. Marketing Psychology to gain an edge over your competitors and be a brand which your audience will love.
Well, it is time for upping the game of persuasion, It’s time to say out loud, it’s time to #BePsycho !