The company’s direct communication with customers has always been seen as an aspect of primary importance.. Having successful communication has traditionally been based on having people experienced in this field. Fortunately,Neuromarketing has come to lend a hand in this matter and has helped to deepen the definition of this type of communications.. Let’s delve a little deeper into neuromarketing and communication.
From the point of view of neuromarketing, if we communicate with the client to choose our products or services,The idea is to design the content of the message so that it reaches the part of the brain that decides: the primitive area. Obviously, there is no connection or magic words that open the way to the primitive area, but it has been shown thatThere are specific stimuli that make the primitive brain pay greater attentionto the content of the message. Specifically, there are six stimuli:
The primitive brainHe is focused on himself . This means thatis extremely sensitive to everything that affects the well-being and survival of the person themselves. It is the center of the self. The primitive brain is not sensitive to other people’s misfortune if it does not affect its own. Certainly, the midbrain can feel this emotion and provoke a reaction, or the new brain can rationally evaluate the consequences of what happened, but in the primitive brain no alarm will go off directly.
The primitive brain is sensitive to contrast .Contrast allows the primitive brain to make quick decisions: before/after, hot/cold, slow/fast. When the contrast is not evident, the primitive brain delays the decision-making process.
The primitive brain needs tangible information .Clear messages, with recognizable, concrete and immutable concepts are quickly taken into account. Concepts such as an integrated approach or flexible solution require an analysis that the primitive brain is not willing to perform. Much more appreciate simple concepts and concrete ideas such as more money or full guarantee .
The primitive brain remembers the beginning and the end .Has a limited attention span, so he tends to focus on the beginning and the end of communication. What happens in between doesn’t directly grab your attention. It focuses on periods of change. You expect to receive messages important to your well-being or survival at the beginning of a communication or at the end of it. This leads us to the fact that starting with the most important content is an obligation and repeating it at the end is an imperative.
The primitive brain is visual .The optic nerve is physically connected to the primitive brain and is 25 times faster than the auditory nerve.. Images are constantly analyzed to detect threats or opportunities. If it sees something that looks like a snake, it quickly warns of danger, generating a reaction even before the new brain physically recognizes that it is actually a snake. The visual channel is therefore a direct and effective connection to the true decision-maker.
The primitive brain triggers strongly with emotion. Emotional reactions create chemical bonds in the brain that directly impact the way information is processed and memorized. In fact, this emotional cocktail helps determine what events or information will be remembered later.
Build messages aimed at the primitive brain
From the communication point of view,If we are looking for a decision, we are interested in the messages arriving and being interpreted by the primitive brain.. To achieve this, it is recommended to structure communication in four fundamental steps:
- Identify the need and create a message that demonstrates to the recipient, in a concrete way,How are you going to satisfy him?said need. You must know how to ask and listen carefully. True needs, concerns, problems or goals often lie below the conscious level. Since the primitive brain is focused on itself above all else, it will be highly interested in solutions that satisfy its need.
- Differentiate our solution from that proposed by competitors. The buyer, even if unconsciously, always compares an offer with the others and with the option of doing nothing and continuing the same. Therefore, we must convey to the primitive brain that our solution is the only one that can completely meet its need.
- Demonstrate the value that our solution brings to satisfy the need. Because the primitive brain prefers tangible things, it needs proof that our solution will deliver the gains it promises. Therefore, it is not enough to list the advantages of our products or services, we must demonstrate it with relevant data or facts. Offer evidence.
- Use the language of the primitive brain, so that the greatest impact is guaranteed. This is the most important point of all.
Examples of communication directed to the primitive brain
To illustrate the above, let us apply the four previous points to, for example, the sale of water: The thirstier the buyer is, the greater his need will be ( thirst=need) and the easier it will be to make the sale. If there were two other competitors in the sale of water ( water=solution ), the probability of selling is automatically divided by three. Suppose we are betting on a unique characteristic: offering the coldest water ( freshness=value ) or offering water with a slight lemon flavor ( flavor=value ).The more able you are to demonstrate to customers that they will be more satisfied with colder (or flavored) water, the more likely you are to sell.
To shock the primitive brain, a billboard is placed with a splendid photo of a spring that suggests very cold water and, next to the billboard, a fountain where the customer can taste the water for free. Surely, this message will have more impact than a simple sign saying ‘Fresh water’.
It is important to properly identify the need, the solution and the value. Let’s think about this: whoever is going to buy a drill bit, most likely his need for it has nothing to do with the drill bit. Your need for it has more to do with hanging a picture or making a piece of furniture.
Another example, years ago, Domino’s Pizza conducted a survey in the United States to discover what was the number one need of customers who order pizzas by phone for home delivery. The bottom line was not the taste or receiving it hot, but knowing when the pizza was going to arrive. To cover this need, I created a slogan that was very successful: In less than 30 minutes or free.
