What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn six neuromarketing hacks to build your brand so you can appeal to
your audience's primitive nature and give them what the reptilian brain subconsciously wants
Now if you're new to the channel and you want to build brands that go beyond visuals using strategy
psychology and creative thinking and you're in the right place hit that subscribe button and
the notification bell and you'll be well on your way and to fast track your learning make sure you
grab the pro brand strategy blueprint the link is in the description now we've learned a lot over
the last 10 to 20 years through neuroscience in why we do what we do and how we behave the way
we behave i say we I mean I haven't done any real research myself i've just read some books but
either way it's naturally progressed on to marketing and neuromarketing and we're using
this now to better understand our audiences better understand what they're going through and why they
make the decisions that they make so we can shape our messaging to influence them and to give them
exactly what they want so what is neuromarketing well your marketing leverages neuroscience and
that's leveraging our understanding in the way the human brain works and the way we behave as people
so we can better understand individual audiences to understand what they need and what they want
so we can better give them what they want now this doesn't necessarily mean that our audience knows
exactly what they want in fact for the most part they make most of their decisions you make most
of your decisions i make most of my decisions and our audiences make most of their decisions through
the reptilian brain now the reptilian brain is over 500 million years old and it's evolved over
time to keep us alive so we trust that and the decisions that are made there are made
within a nanosecond and they are made within our subconscious we don't even realize it's being done
we don't even realize that we're making a decision so neuromarketing is about understanding that
brain understanding what that brain is looking for and then tailoring our messaging to appeal to that
brain now before we go on why don't we address the big elephant in the room which is the fact that
the idea of neuromarketing is manipulation you know we're trying to understand the human brain
so we can manipulate what they're thinking and look you know there is an argument for that but
realistically this really depends on who is using your marketing there are some companies out there
who will leverage your marketing as far as it will go to really manipulate people and really to try
and trick them into buying something that they don't need but you can use your marketing at its
basic form to just understand who your audience is to better give them what they need now let
me give you an example of this let's say you're about to go on a date with somebody with a friend
of a friend and you want to make the best possible impressions so you'll use what you know about that
sex and about what that particular person likes you might wear a nice shirt you might wear nice
cologne and a pair of nice shoes you might have some interesting topics to talk about you might
even go so far as to asking your mutual friend what this person likes what's their favorite
color what are their favorite flowers and go in as best prepared as you can now that is perfectly
okay there is absolutely nothing wrong with that but if you take a little bit further and you were
to go to that person's house and go through their bin and look for information that you
can use or you stalk their facebook page well no that's not okay so there is a balancing act here
in terms of what's okay and what's not and the best way that you can get that right is by using
a filter of ethics using a filter of honesty is what i'm doing honestly is there an ethical issue
with what i'm doing here and if the answer is no then you can use neuromarketing at its most basic
form to just understand who your audience is and understand what it is that they're really looking
for so now that you know that neuromarketing is a powerful tool to be used only for good now let's
dive in and have a look at six hacks that you can use to build your brand hack number one leverage
sensual branding so here you're leveraging all of the different senses you're leveraging sight sound
smell taste so what does your brand look like what kind of colors are you using what kind of style do
you have typography image style are you using what about the sounds that you're using as well the
sounds before your youtube videos or the sounds within your social posts and what about the smells
do you have a physical premises and can you infuse that premises with a unique smell that they're
going to remember so you're leveraging all of the senses here within your brand experience to give
them something unique that they can take away hack number two understand price and value perceptions
now this has been used for years when you go into a shop and you see something for
9.99 or 9.95 really it's 10 bucks but when we see 10 bucks the perception is is that it's
at a higher price even though the difference is negligible and when you understand that we
when you understand pricing perception and you also understand value perception so value is where
you add bonuses or extras on top of what you're giving them for a certain price so that they feel
they're getting the better deal in terms of value price trade-off if you're able to load the value
and if you're able to use price perception then you can really understand what the primitive brain
is looking for and give them what they're looking for hack number three offer a micro commitment now
chances are when somebody comes across your brand for the first time they're not gonna be ready to
do business with you purely because today on average we need at least seven to eight touch
points possibly more to really kind of register your brand for the first time so you need to give
opportunities for micro commitments now what micro commitments will do is it will help to change
the relationship between you and your audience and you can kill two birds with one stone here
first of all you change the relationship in the fact that there is some kind of commitment there
even though it is really small and you give them value in exchange for that commitment and you also
get the opportunity to follow up with them later on so you really want to make sure that you're
putting out offers of micro commitments so you can start to change the relationship and really
have the ability to follow up on multiple touch points hack number four leverage scarcity now
look this has been done quite a bit to the point that it is kind of getting old hat and if you
have fake scarcity in there as in you know this offer is going to end in 20 seconds or you know
this offer is there's only two available and that is fake and you can you can feel that that's fake
well then it can have the opposite effect but if you do understand the neuroscience behind scarcity
and the fact that we are fearful of missing out on an opportunity then you can leverage that the key
here is to make sure that that opportunity does feel like a real opportunity that it is in fact
a real opportunity so you need to create an environment where you have those opportunities
every now and again if it's their full-time as scarcity tactic and there's no real scarcity there
then it's not going to have the real effect but if you use scarcity from time to time as seasoning
just here and there then it can have a really really impactful effect hack number five give them
simple now this seems like a very very simple hack and it is very simple but it is hugely hugely
effective because neuroscience has told us that the primitive brain makes these decisions based
on a small amount of simple information now if you overload your audience with complex information
if you try to flex your muscles and show them that you know all of these technical terms then chances
are you're going to scare them away and you're going to confuse them because that's not going
to be what makes the decision the reptilian brain is what makes the decision and you need to be
as simple as possible and there's this term called decision paralysis as well where if you don't make
it easy for them to choose an option if you don't make it easy for them to buy if you give them too
many options they'll get overwhelmed and they'll abandon whatever offer you've put in front of
them so make sure you simplify everything within your brand from your website copy to your ux to
everything within your brand experience make sure everything is simplified and take away that
complexity take away any opportunity that they will have to run away because you're too complex
simplify everything and make it easy for them hack number six leverage the power of empathy
now empathy is hugely hugely powerful because if you think about your own life for example
if you think about the people that you tend to gravitate towards well you tend to push away
from those who are takers those who spend time talking about themselves who don't take the time
to understand who you are to ask questions about who you are to in they instead spend all their
time talking about themselves worrying about themselves and trying to get whatever they can so
if you think on the other hand about people who give people who take the time to understand who
you are to ask you questions to really take the time to listen to the answers that you give them
then you'll feel connected to that person just because they've taken that interest they've taken
the time to understand you and that empathy is really really impactful so bring that into your
business understand who it is your audience is and what they're going through what emotions they have
attached to whatever they're going through and use that empathy show them that you understand
show them that you care and that will be really impactful they will store you in an important part
of their brain that you have made a connection with them you've shown some interest and you've
given them that understanding and as i said that is hugely impactful now look neuroscience and
your marketing it's relatively new it's really only in the last 20 years that we've made these
real advancements and who knows where that's going to be in the next 20 years and it's kind of scary
when you think about it but without going into too much detail without projecting too far into the
future take this if you only take one thing from this video take this that as people we are simple
and we have primitive needs now our brains make decisions in our subconscious and they make those
decisions based on the simplest of information so if you understand that if you understand
that that's how your audiences behave if that's how they make decisions then you can appeal to
that simplicity you can appeal to that reptilian brain and you can give them what they want through
your messaging and through your brand experience but i would love to hear anything from you about
neuroscience or in your marketing or whether or not you've used neuroscience and neuromarketing
within your field if you've got any experience with it if you've got any stories around how
you've used it and how it has been for you i'd love to hear from you in the comments below
if you have any challenges around understanding neuroscience and understanding your marketing and
how it applies to your own business let me know in the comments below i'll do my best to answer
all of those if you like this video please give me a thumbs up hit that subscribe button and the
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get your hands on that it is free but as i said i would love to hear from you in the comments below
about your experiences and about your challenges i'll do my best to answer all of those
until next time brian like a master and i'll see you in the next video