7 neuromarketing techniques

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Neuromarketing is a branch of marketing research, which is based on the study of unconscious customer reactions to various advertising incentives.

As a rule, when conducting research, special equipment is used, such as a tomograph, an electroencephalograph, etc. Based on the results obtained, neuromarketers can draw conclusions about how a person makes a purchase decision, and even have the ability to change these decisions.

Essentially, neuromarketing is the backbone of sales psychology. And the psychology of sales, in turn, is a complex of knowledge that allows you to structure work and advertising in such a way as to be able to satisfy a client's need and sell a product or service. In its classic version, neuromarketing is working with personal sales and retail. However, we will talk about modern conditions - working on the Internet.

There are 4 channels of influence in neuromarketing communications:
• Vision
• Hearing
• Touch
• Smell

On the Internet, we will not be able to work with fragrances or tactile contact. Accordingly, we are left with two channels - hearing and sight. This is where digital marketing tools come to our rescue, coupled with knowledge of the psychology of sales.

Actually, what can we use?
• Graphic content (animation, infographics, pictures, product / service photos);
• Videos (commercials, video tutorials, video reviews, etc.)
• Other widgets (for example, pop-up windows).

Working with hearing and vision, we are faced with the task of putting into the thoughts of a potential client the ideas we need, which he will subconsciously perceive as his own, in no way imposed. Of course, such thoughts, by definition, will be more valuable to the buyer, and will have a big impact on the final purchase decision. We'll look at four techniques that really work and can be extremely helpful.

1. The effect of social proof

As statistics show, about 70% of buyers study reviews on it before buying a product, and another 63% buy only on those sites that are ready to provide reviews, ratings and reviews. We have already discussed this in the article on crowd marketing.

This herd feeling - if everyone likes it, then I will. Therefore, your site should have reviews, reviews, and ratings. Ideally, they need to be visualized - attach photos, videos from satisfied customers. Of course, it all depends on the functionality of your site, but if it is not possible to place all the reviews on the product pages, at least use your company's pages on social networks, not forgetting to post new reviews on the product. In order to increase the number of reviews and get them from real customers, it would be nice to come up with some kind of bonus.

For example, a 10% discount on the next order for a customer who leaves a review, or a small gift for a valuable opinion.

Yes, new planets are being discovered, Google is creating a car without a driver, virtual reality glasses are being sold with might and main, but customers still love what is given to them for free or what saves them money. This postulate is unshakable and should be used. To get new reviews - especially.

2. Gratuitousness and a sense of duty

As practice shows, most people always pay back their debts and often feel uncomfortable if they owe something to someone. This also works in situations where a person receives something for free. One way or another, but a sense of duty does not allow you not to do something good in return. Of course, marketers are actively using this. Only in the case of online sales, everything is tied to the provision of a free service, not necessarily a large one. The most important thing is to focus the attention of the buyer or potential buyer on this.

How can this be used? You can give the client free content, a free trial period for using any paid service. It all depends on the type and specifics of your activity. Do not demand to share information on social networks, do not demand to tell your friends, do not demand anything at all, because you need to create an image of a company that completely disinterestedly helps people, gives them gifts, useful things, software. If you start asking for something in return, the technique won't work.

3. "Door in the face" | Door-in-the-face

Yes, it is this unusual name that one of the most popular neuromarketing techniques in the United States has. Its essence is to offer the buyer the most unclaimed goods at an inflated cost. In 90% of cases, the client will refuse this offer, and the time will come to sell him a fairly cheap product at an excellent price.

The Door-in-the-face technique, according to marketers, increases sales by 33%.

How to use it in practice? Let's say you're selling tickets for a marketing training course. Create a landing page and make a pop-up window with an offer to purchase a VIP ticket to the event for 35,000 rubles. And in the content of the same landing page, you highlight information about buying a classic ticket, the cost of which is 10,000 rubles. In most cases, the client refuses the VIP package and buys what, in his opinion, is more profitable - the classic tariff, which will give him, in fact, everything the same. Everything is elementary and simple, if you correctly calculate and think over what you can offer. A vivid example of ticket sales, when the benefits of a VIP package are only in free parking, separate check-in, lunch and badge. A person who comes with the main goal - to gain knowledge - loses nothing.

4. Placebo effect

Think about it, and you will definitely remember at least one case when your friend (or an acquaintance of an acquaintance) took a pacifier from the doctor's hands, but at the same time heard that the medicine helps everyone, the doctor assured him that it would help him too, started taking pills and ... felt better. This is the placebo effect, which in science is called suggestion. In fact, this is a common self-hypnosis, but in order for it to work, it is important to observe several aspects:

- The client does not have to be an expert in what he buys;

- The one who gives the direction should be known as the leader of the opinions. It all depends on the product: you sell boxes of food for weight loss - stock up on the testimonial of a famous nutritionist, cosmetics - reviews from makeup artists or beauty bloggers, baby products - with photos on Instagram with your product from popular Insta- moms, etc.;

- An unusual form of information presentation or the unexpectedness of this information ("an apparatus that allows you to remove wrinkles in 9 minutes without injections and surgical intervention!");

- Lack of time to make a decision. Here you can use the product discounted trick, which expires in 01 hours 02 minutes.

5. Not too high importance of the product for the client. The cognitive dissonance

By definition, cognitive dissonance is a certain psychological conflict that appears when there are two or more thoughts, usually irrational and illogical. Cognitive dissonance can also be used as one of the neuromarketing tools. You will be challenged to learn about the true fears and needs of potential customers associated with your proposed product or service. The second step is to understand how you can satisfy this need or allay existing fears. The third step is to offer the client the model “problem - solution to the problem” and convey it using digital marketing tools - banners, videos, pictures, etc.

6. Effect of anxiety

If we take the classical psychology of sales as a basis, then the effect of anxiety is the first and one of the most important steps in influencing the client. Then comes greed, a feeling of pleasure from consumption, the desire to learn something new, affection, the question of the mainstream. Nobody prevents us from using this effect by selling prevents goods on the Internet. What is needed? We identify an incentive that will attract the attention of our client, “activate” it, then lead the buyer to it. How is this expressed in practice? For example, reporting a limited product is always anxiety-provoking. How it is? What if I don't have time to buy? What if they buy everything, but I don't have enough? Or, say, posing a provocative question - "Have you managed to buy your child a warm overalls for the winter?"

7. Evidence That It Works

First and foremost, evidence can be obtained by examining existing research. Or do the research yourself. Based on this research, you will be able to rework or supplement product packaging, sound and visual design of promotional materials, merchandising standards and much more. You can start experimenting at any time. For example, with graphics on a website, this is the simplest thing. Change a few banners, use a different color scheme (bright colors get more attention) and see how the consumer reacts. Run testimonials and you will see how the buying activity grows.