In our last blog, we discussed how Pains, Claims and Gains are the basic principles underlying neuromarketing.
In this follow up blog, we will discuss the underlying principles of the six primal stimuli — how they awaken the primal brain to rapidly process your message, and help mediate signals to the rational brain to process memorable and actionable messages.
QUICK NEUROSCIENCE RECAP
To recap, there are 2 parts of the brain — the primal brain and the rational brain. Effective marketing messages must appeal to the primal brain before they can be understood by a person’s rational brain.
We’re inundated by over 30,000 messages a day, and our brains always have a “filter out/pay no attention” switch. That means anything that fails to awaken or arouse our primal brains into a high-attention state is filtered out immediately. Therefore, to have the rational brain process and evaluate information, we must first have the primal brain receive your message and send it on to the rational brain for evaluation.
Previously, we discussed the Pains, Claims and Gains as neuromarketing principles to maximize message persuasion.
To boost message persuasiveness, we must focus on the primal brain’s six stimuli. Each stimulus plays a role in helping your message grab your customer’s attention and then be considered for further action.
THE SIX STIMULI OF THE PRIMAL BRAIN
Think of the primal brain as the center of you. It has no patience with or empathy for, anything that does not immediately concern its well-being. It scans for threats before it attends to pleasure. Vigilance drives the speed and nature of its response.
The primal brain is sensitive to salient contrast such as before/after, risky/safe, with/without, and slow/fast. Contrast allows quick, risk-free decision making. Without contrast, the primal brain enters a state of confusion, which delays decision, or worse, stalls decisions altogether.
The primal brain wants tangible input. It is constantly looking for what is familiar and friendly, what can be quickly rationalized, what is concrete and immutable. The primal brain cannot process complex information without a lot of effort and skepticism. It likes simple and easy-to-grasp ideas.
The primal brain does not remember much. Placing the most important content at the beginning is a must, and repeating it at the end is imperative. Keep in mind that what you say in the middle of your delivery should be brief and convincing. Don’t go over 3 claims. The primal brain loves stories, because a good narrative construction is easy to remember.
The primal brain is visual. The optic nerve is physically connected to the occipital lobe of the brain and at least 25 times faster than the auditory nerve. The visual channel provides a fast and effective connection to accelerate decisions. No other sense is more dominant than the visual sense. It is the persuasion super-highway.
The primal brain is strongly triggered by emotions. Emotions create chemical events in your brain that directly impact the way you process and memorize information. In fact, you simply can’t remember events unless you trigger a strong “emotional cocktail.” No emotion, no decisions!
KEY LESSONS FOR CRM MARKETERS
How can we apply these tactics to CRM programs? While these neuroscience techniques may seem to apply to traditional advertising campaigns, they’re just as relevant to CRM Marketers. Here are some key takeaways —
1. Use strong visuals — A picture is worth 1,000 words. Here’s why: Physiologically, the optic nerve is connected to our primal brain. In mere milliseconds, the reader’s primal brain has already decided if a message is relevant. Apply these concepts textually by crafting solid subject lines, catchy first sentences and actionable CTA’s. Visually, pay attention to the design of a direct-mail envelope or overall design of an e-newsletter. Crafting a strong image in tandem with impactful copy creates unforgettable messages.
2. First things first — Target the unconscious primal brain first to gain access to the logical brain where a message is received and actionable. Evaluate your message through each of the six stimuli one by one, and ensure that the criteria for each is addressed. The stimuli build additively upon each other. Start with a compelling message and move through each stimulus to trigger the benefits of the primal brain first — paving the way to have a fighting chance to get all the way to persuasion.
3. Contrasting powerful emotions — Ask yourself, “How am I elevating someone from their current state to an elevated state?” From happy to sad, for example. Swinging emotional contrast drastically imprints a strong emotional memory that ultimately drives purchase behaviors.
4. Keep it simple — Nobody’s working to figure out complex creative. People aren’t willing to do the work to get your message, especially if it’s complicated or confusing.
Neuromarketing helps marketers increase the effectiveness of their messaging and maximize the desired behavior. By understanding the underlying processes of the primal brain — its six stimuli and their consequent effects on the rational brain — marketers can formulate more engaging and persuasive communication strategies that resonate with their target audiences.
By incorporating the principles of neuroscience into their marketing efforts, marketers can gain a competitive edge in the marketplace, build stronger, loyal customer relationships and increase the returns on their marketing investments.
If you’d like to learn more about how KERN’s expertise can help your business optimize CRM messaging with neuroscience, feel free to reach out.