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Marketers and business owners who understand human behavior and motivation have an unfair advantage over their competitors.<\/p>\n
As we wrote in How to Use Science To Improve Your Marketing:<\/p>\n
Smart businesses apply science to marketing. Relying on psychological research, these businesses adapt marketing strategies to maximize revenues and profits. When companies unlock the innermost secrets of\u00a0how and why people buy things<\/a>, interesting patterns begin to emerge.<\/p>\n
For example, there\u2019s good empirical data showing the\u00a0best times and days to send marketing emails<\/a>\u00a0to maximize opens and click-through rates. However, as people have grown to more heavily use mobile devices, the science of email is gradually evolving. New research suggests, contrary to conventional wisdom, that many brands can benefit from sending\u00a0email campaigns<\/a>\u00a0at night.<\/p><\/blockquote>\n
The reality is that few small businesses today study the human decision-making process in an effort to enhance their marketing.<\/p>\n
Neuroscience is left largely to big, powerful Brands that invest millions of dollars into demographic and psychographic research and on quantitative and qualitative studies.<\/p>\n
But although neuroscience sounds complicated, the fundamentals of neuroscience draw on human motivations and behavior.<\/p>\n
This is something nearly everyone can understand.<\/p>\n
Neuroscience won’t help you predict which ads or marketing messages will lead to more sales.<\/p>\n
While that’s the holy grail of neuroscience and neuromarketing, it’s simply not possible to make such predictions.<\/p>\n
Anyone who tells you otherwise is selling snake oil<\/p>\n
But, neuroscience can help you to make better marketing decisions and can help you to improve your marketing strategy.<\/p>\n
As we wrote in 7 Marketing Psychology Tips to Improve Your Business Marketing<\/a>:<\/p>\n
When we understand that emotions inform our decisions through their linked associations, it becomes easier to see how you can use this information when planning your marketing strategy. While every consumer is unique and each has a unique set of emotional associations, we can nonetheless make certain generalizations.<\/p>\n
For example, most people like to feel positive emotions like happiness, connection, and pride. Most people dislike sadness, loss, fear or regret. So, linking your product with positive feelings or showing how it can eliminate negative emotions is a compelling sales tool.<\/p>\n
One good example is when companies use\u00a0taglines or slogans<\/a>. Positive taglines tend to perform better than negative ones.<\/p><\/blockquote>\n
The good news is that you don’t have to have a PhD in neuroscience, or a staff of 50 marketers, to apply the fundamentals of neuroscience to your own marketing efforts.<\/p>\n
Here’s how you can use marketing psychology<\/a> to supercharge your own marketing efforts.<\/p>\n
Create Loyal Customers By Building Trust<\/h2>\n
Let’s start with trust – one of the pillars of human motivation and behavior.<\/p>\n
Trust is complicated.<\/p>\n
Without trust, people don’t buy products and services and don’t recommend companies to their friends and family.<\/p>\n
It’s like trusting a person – if you don’t believe them, you want nothing to do with them.<\/p>\n
This is why trust is imperative for any business.<\/p>\n
But many businesses forget that trust is so vital to their success.<\/p>\n
They focus on the product or service – whether working on developing something groundbreaking or spending a lot of time and money promoting it.<\/p>\n
While product features can help reinforce trust, they don’t build trust.<\/p>\n
We’ve talked about this before<\/a>:<\/p>\n
One of the most valuable rules consumer behavior has taught us is that people respond better to emotional appeals than intellectual ones. Roger Dooley’s article “Emotional Ads Work Better” reveals that emotional ad campaigns perform nearly twice as well as ads with a rational focus.<\/p><\/blockquote>\n
Simon Sinek, author of Start with Why, hints at this in his Ted Talk on inspiring leadership.<\/a><\/p>\n