6 brainy insights to help you create stronger marketing
I find marketing psychology fascinating. I probably should take a paper or two. It's incredibly important for any marketer to understand how people think, act and respond.
1 - We all have a primitive brain. We experience gut reactions in three seconds or less.
Aim for a gut reaction, and pay special attention to how your materials look when scanned quickly (as opposed to deliberately considered—because no one has the time or inclination to do that anymore).
Pay attention to the things people see first. In email marketing, your subject line and pre-header. In blogging or other online content, pay special attention to headlines. In website content, make your pages are welcoming and intuitive.
2 - Brains process images much faster than text
Approximately 90% of all data that the brain processes is visual. We remember pictures with text more than we remember text alone.
Use images in your content that are aligned to your brand style, original and resonate with the audience using the channel they're published on.
3 - Our brains love images of faces.
The part of the brain that processes human faces is right next to the part that processes emotions.
Use real people in your marketing materials, and consider putting faces on landing pages, in emails or on web pages designed to drive a desired action.
Eye-tracking studies show that our brains will default to first look at human faces on a web page. What’s more, we’ll look where the faces are looking. So entice by adding, say, a photo of a face that looks toward a call-to-action button or crucial bit of text.
4 - Colors inspire specific feelings.
Research has shown that 62 to 90% of our feeling about a product is determined by color alone. Yellow activates the anxiety center of the brain. Blue builds trust. Red creates urgency etc.
What colors work best for your company will depend on your brand, positioning and audience.
5 - Names change behavior. What something is called affects our reaction to it.
A recent study by David R. Just and Brian Wansink of the Cornell University Food and Brand Lab found that calling the same portion of spaghetti “double-size” instead of “regular” caused diners to eat less.
Carefully consider how your wording might influence attitude as you name products, describe models or options and create customer messaging.
6 - We crave belonging.
Remove anxiety, signal belonging and build credibility with an audience by using social proof and signals.
Through social, CRM, events build a sense of community that your audience identify with. Over time the relationship will evolve as their participation increases.
Quotes and extracts sourced from http://www.entrepreneur.com/article/248938