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Submitted by: Dan Auito
Here are the most important points and benefits to using brain-based marketing.
Effective selling is based upon emotions and establishing the right first impression; again, emotion sells, logic justifies.
Take heart: The ability to move people is not inborn, its science and it can be learned. It s proven that there is a universal biological basis to selling that when stimulated in the brain, triggers a buying signal and there is scientific proof to back this up.
Studies found that successful salespeople spent more time initially with prospects establishing a connection before making their requests; this is like giving people psychological air. It says you care and it s based on emotion and your ability to pick up on their hopes, fears, wants, needs, expectations and current situations.
These studies noted that once an emotional connection was reached people were more eager to listen and became more receptive to the message that the salesperson wanted to deliver. Instead of persuasion think of it as Pre-suasion!
Start by being open first to knocking down natural barriers beforehand, by being authentic and working to establish emotional trust first; reciting facts, features, benefits and advantages does not excite emotional buying triggers. Even the greatest seeds won t grow on rocks!
Realize that people are blinded by first impressions. In today s economy, value is paramount, so establish yourself and your products and services upon the value proposition because cheap works against you.
In times of trouble, people trust brands, so always work to brand yourself and constantly work to build you brands recognition. Great brands are built on authenticity that delivers real value and solutions that truly pay off.
Always be working at simplifying your message while delivering the maximum impact. Meme s are full messages delivered by a picture or a slogan; it is a self explanatory symbol that represents a complete idea that anyone can grasp instantly, i.e. picture the Nike swatch or jazzed up check mark which instantly conveys top line tennis shoes and cool style, etc. The Slogan: Have you driven a —- lately reminds you of Ford, Coke = The Real Thing.
The idea is to simplify your message and brand it to cut through the clutter and insecurities of your market. Look at what other companies are using and doing to get people to buy things, then alter those successful methods for your own benefit.
Don t assume you know everything. Be willing to experiment. Big companies have a harder time doing this. Focus on your major benefits as small irrelevant things become distractions. Drive home your major points and push the emotionally triggered hot buttons for optimum results! Selling hope is one of the best emotional triggers.
Here are the factors responsible for the lack of success in many marketing messages?
Many conventional business owners are often found to be driven by numbers, reports and data which are left- brain activities that lead to emphasizing features, benefits, advantages and key points. These do not create feelings or trigger emotional responses.
We assume people are rational but quite often we find they make irrational decisions. Try not to discount feelings. Many CEO s fail to make customers part of the process. They create things and then try to sell them. Better to get feedback early to create pleasurable experiences while creating things that people want to buy!
Make customers part of the process, give them a voice, keep them informed, get feedback that will help them to see your proposition as fair. Use surveys, ask questions and do the research to become the expert that people naturally agree with and default to in times of need.
Another point made based upon research is that written text based advertising doesn t excite the brain and it also consumes 25% of our energy. Strong visuals work better, save brain energy and are more enjoyable to look at. Use more pictures, graphics (Meme s) and video for optimum results.
Again: Decision making isn t necessarily a linear process; research is proving that it is more likely a chemical response that is triggered emotionally not rationally , so focus on creating an emotionally anchored game plan that creates a pleasurable response or at the very least, one that alleviates fear!
Read the entire dialog here: http://www.magicbullets.com/docs/Extraordinary_Minds_Transcript_2.pdf
About the Author: Dan Auito is a small business owner and consultant in addition to a published author, aviator and online marketer, he can be reached at: http://www.magicbullets.com/docs/Extraordinary_Minds_Transcript_2.pdf