There are new neuromarketing companies and books galore, and I believe most offer important clues for content marketers. Here are a few of my favorites:
- Neurofocus.com: The Neurofocus CEO, A.K. Pradeep, has authored a book, The Buying Brain –Secrets for Selling to the Subconscious Mind. I loved this book for it’s ability to translate brain scan results with a marketing perspective in layman’s terms. However, much of it seems to promote the services of their company. Well, of course it would. The site set up especially for The Buying Brain book has a page of “cool brain facts,” that are fun to read.
- Salesbrain.net: Founders of this company, Patrick Renoise and Christophe Morin, are also authors of Neuromarketing: Understanding the Buy Buttons in Customers’ Brains. They also founded an excellent social networking site, Neuromarketing.com, a Ning group, for people interested in how brain science can be applied to marketing.
- Neurosense.co.uk/ This brain scanning company teamed up to do research for Martin Lindstrom’s book Buyology- Truth and Lies about Why We Buy, an excellent read. Do not miss this book!
- Emsense.com: this interesting company sells a device that consumers can wear on their heads while in stores or shopping online so that marketers can monitor responses. Hmmm, interesting, but do they have my size in pink?
- Dan Hill, author of About Faces and Emotionomics, runs the site SensoryLogic.com, specializing in reading faces and non-verbal responses of consumers to access marketing responses. I haven’t read his books yet, because they aren’t on Kindle, and I’m wondering why?
Does this new craze for brain imagining and neuromarketing reveal any really useful information for content marketers? Or is it revealing what we already know is true?
I believe that there is new useful information for marketers, and in some case, they are only reinforcing what marketers already know. Copywriters have been using subconscious emotional triggers for a long time now with success.
New marketing trends moving away from advertising to content marketing will mean that a better understanding of the brain will allow us to be more effective in gaining readers’ attentions, making an emotional impact and getting our messages encoded into memory.