Archive for neuromarketing – Page 2

Compelling Content: What Are Your Readers’ Hot Buttons?

By Patsi Krakoff
Tuesday, September 20th, 2011

How do you write compelling content that attracts and engages readers? Ahhh, that question again…(followed usually by how do you turn readers into buyers?)

First, let’s deal with the compelling content thing. Your content isn’t going to market a thing if you don’t reach inside the heads and hearts of your readers.

Obviously it’s all about your readers. The better you know who they are and what they like, the easier it is to write content for them.

Use emotional words and phrases, and think about triggering their hot buttons. There are universal drives and human motivators. It doesn’t matter if your reader is a 20-year-old gamer or a 70-year-old retired professor. Human beings are all driven by hot button motivators. (See the excellent book by Barry Feig for more about this: Hot Button Marketing: Push the Emotional Buttons that Get People to Buy). Some of these are:

  1. The desire to be first
  2. The desire to know it all
  3. The desire for control
  4. The desire to love and be loved
  5. The desire to enjoy and have fun
  6. The desire for family values or feelings of moral righteousness
  7. The drive for prestige
  8. The drive for self-achievement
  9. The drive for power and influence
  10. The drive to help others

What drives your readers? How can you test your assumptions? Maybe you could push a few buttons to see what reaction you get? Read More→

Categories : Brain Based Content Marketing, Content Marketing, On Writing Better, Online Persuasion, Writing Great Blog Content
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What Are Your Target Audience’s 5 Top Web Sites?

By Patsi Krakoff
Wednesday, December 15th, 2010

If you want to create content that engages readers, you have to know their online habits and interests. Yet how many of us scramble to post on a blog or upload a  video to YouTube without taking time to survey our target audience?

Here’s a quick list of survey questions for your target audience:

  1. What are the five top web sites you visit frequently in your work?
  2. What are your online reading habits, blogs, websites, articles, videos, podcasts?
  3. Do you use social media like Facebook, Twitter or LinkedIn?
  4. Do you access web content via RSS feeds?
  5. Subscribe to e-newsletter and blogs?
  6. Do you read web content from a smartphone?

You have about eight seconds to engage someone before they click away. Clever headlines will get them to click over to your content. But unless you know what your audience wants, you’re shooting in the dark. They won’t stay. Click and bye-bye.

Good content builds momentum and always has an objective, according to Ann Handley and CC Chapman in their book Content Rules. Therefore your content needs to trigger to action. That’s the way you engage readers to respond. Your content should be created with the end in mind: to further a relationship. Read More→

Categories : Attracting Clients, Brain Based Content Marketing, Content Marketing, Online Marketing
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Emotional Marketing Makes Memories

By Patsi Krakoff
Tuesday, December 7th, 2010

If you want your content marketing messages to be remembered, you must engage the emotional memories of your readers. Memory formation happens in two ways:

  1. A new memory is formed when it hits the amygdala and makes an emotional connection.
  2. A stimulus may hit the amygdala and be assimilated because it resembles a previously established emotional connection.

What results is a neural network of recalled associations that gets triggered by a memory of a hot-button stimulus. Everything we retain in memory is because it’s gained an emotional place in our brain. At some point, something was important enough because it was emotional. That’s what hot-buttons are… we feel as if someone has poked us.

What can you do to stimulate memory formation? Make an emotional impact.

How? As a content marketing professional, you have words and visuals in your quiver of tools. How do you poke someone and push their hot buttons?

Stories are key. Negative stories can get people’s attention, but can also leave a negative aftertaste, if not followed by positive stories. I’ve talked about this before:

► Grab the audience’s attention ► Stimulate desire ► Reinforce with reasons

What else can you do to poke someone’s hot buttons? How else do you make an emotional impact? Read More→

Categories : Attracting Clients, Brain Based Content Marketing, Content Marketing, Online Marketing, Online Persuasion
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Customer Media Congress: Patsi’s in Dutch…

By Patsi Krakoff
Wednesday, November 17th, 2010

There aren’t many conferences that I’d fly 5700 miles to get to, but the 5th International Customer Media Congress looks as if it’s going to be another smash hit. I’ve been invited to speak, by uber-publishing-content-marketing icon, Sak van den Boom.

Somewhow in my family it meant you were in real trouble when you were “in dutch…”

Patsi Krakoff keynote speaker op 7 november: een effectieve tekst raakt je onderbewuste

Met wat voor tekst scoor je nu het beste op het web. Internetguru Patsi Krakoff uit Mexico blogt dagelijks en heeft wereldwijd veel volgers. Ze komt speciaal voor het jubleumcongres naar Haarlem om haar kennis te delen. 11 topvrouwen in marketing en communicatie op het netwerkcongres over customer media in de Philharmonie in Haarlem. Verzeker jezelf van een plaats. Schrijf nu in.

I don’t suppose I’ll see you there, but consider yourself invited. Here’s the line-up: 11 top notch experts in creating content that engages the hearts and minds of customers through custom publishing. Who says print is dying? Read More→

Categories : Brain Based Content Marketing, Content Marketing, In the News..., Online Marketing, Online Persuasion
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Content Marketing to the Male Brain

By Patsi Krakoff
Tuesday, November 9th, 2010

What can we learn from brain science about how to market to men?

79% of men are alienated and barely able to recognize themselves in the ads portraying their gender (Business Week, 2006)

The Old Spice site has some great TV clips that do a good job of appealing to men’s views of themselves, using humor and exaggerations of stereotypes.

Here’s what else grabs the attention of male brains…

Attention: They live in the ‘now.’ They are concrete thinkers that like to consummate, finish. Men are goal-oriented. A male axiom is “get it done.”

Men are interested in power and in looking good, even more than being good.

Time– Men tend to hone in, more quickly than women, on what they’re looking for. Men are not browsers. A male motto, “Get what I want and move on.”  Provide clear links to what they are looking for.

Causality– Men are concrete and tend to tightly focus their awareness. Their notion of cause and effect is linear and men are visually-oriented because of this concrete perspective.

Seeking clarity, men create absolute distinctions: black-white, yes-no. First- last, winner-loser.

Men like to feel unique and special, and as such they will follow their gurus, heroes and sports stars and teams.

Celebrity endorsements and affiliation – If Michael Jordon wears them, they’re good enough for men.

Look at Steve Jobs, Richard Branson: If the company president is a rebel and a renegade, then others will join their cause and identify with the company and their products.

Other people – For the male it’s every man for himself. Men prize individuality and self-reliance. They conceive of other people as “my competition.“

They ask, “What will your product do to make me better than the others?”

Look at Razerzone.com, a manufacturer of PC gaming hardware such as mice. This company publishes a gaming guide to show “noobs” how to rapidly improve their online game scores. It’s a list builder that is responsible for the company going from a list of 8,000 to 200,000 in less than 2 years.

It’s their key content marketing piece, and there are others. The president, RazerGuy, has his own blog, and they have active participation on Facebook. There are even Razer fan sites built by evangelists, and many tattoo the company logo, a three-headed snake, on their bodies.

Categories : About Blogs, Attracting Clients, Content Marketing, Online Marketing
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The Senior Brain: How to Market to Oldies but Goodies…

By Patsi Krakoff
Monday, November 8th, 2010

Something’s wrong with the way marketers are trying to reach people over 65. I know this from personal experience.

I am learning new stuff about the brain all the time, and since I have one myself, older brains are particularly interesting to me.

If marketers don’t get wise to the way seniors perceive their marketing messages they are are in for a rude awakening. Marketing to the older brain isn’t done by showing pictures of frail people, confused people, or trying to frighten them into buying stuff.

Wake up, folks. “Seniors,” doesn’t mean senile. Older people aren’t all decrepit and stupid. Not only that, but we’ve got more of the money, honey.

Let’s just take the young seniors, those Baby Boomers who are just coming of age now. The 44 million baby boomers are maturing rapidly, and represent the richest generational cohort in history. In the US, they control 77% of all financial assets. They use ½ of all credit cards, and spend 2½ times the per capita average on discretionary purchases.

The level of spending by those over 45 will soon exceed that of people between 18 and 39 by $1 trillion US. Yet, despite these statistics, only 10 percent of all branded marketing target older consumers (Wolfe and Snyder, 2003).

I know that neither myself, my husband or any of my friends of similar ages are attracted to the way seniors are depicted in marketing messages.

Some of us don’t use a cane or a walker. We actually play sports and even dress like younger peeps.

Here are a few facts about the older brain and how it likes to be marketed to. Read More→

Categories : Attracting Clients, Content Marketing, Online Marketing, Online Persuasion
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Neuromarketing Books for Marketing to Brains

By Patsi Krakoff
Sunday, October 24th, 2010

If you want to know more about how to write content that makes an impact on the brains of your readers, here are some interesting sites and books about the emerging field of neuromarketing.

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:

Read More→

Categories : Content Marketing, On Writing Better, Online Marketing, Online Persuasion, Writing Great Copy
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7 Ways to Market to the Subconscious Brain:
The Homer Simpson Guide to Content Marketing

By Patsi Krakoff
Thursday, October 21st, 2010

Content marketing and the people who write marketing messages must understand how consumers’ brains work if  they want to engage and create trust and loyalty. The problem lies in assuming people are in charge of their own choices…

Everybody thinks they are in control of their behaviors and decisions. We think we are rational, logical, and smart human beings. But we may not be so smart if we don’t recognize our own and others’ irrationality.

Our behavior and decision-making is affected, 95% of the time, by the unconscious processing in the mid and old brains. 95% of our decision making and buying and Web actions are heavily influenced by unconscious processing.

85% of the time our brains are on autopilot. But marketers continue to write messages as if people were paying attention.

Market research: in 2005 corporations spent more than $7.3 billion in US alone. In 2007, $12 billion. That doesn’t include marketing, advertising, etc. which carries an additional annual $117 billion tag. Most of it is spent in the wrong places and fails.

Companies and brands are gathering the wrong information, because consumer surveys and focus groups can only report back what they consciously experience …and it’s falsified by biases and flaws. The only true market research comes from monitoring brains of consumers as they react to messages, through neuromarketing.

8 out of 10 new product launches fail. Could it be that we’ve misunderstood how to capture attention,  emotions and be memorable to consumers? Could it be we assume people are conscious and rational?

Health warnings on cigarette labels actually trigger smoking behaviors, they don’t deter any smoking at all, quite the contrary. How do we know? Not because smokers report they ignore the warnings. They all say they read them and believe them and want to quit smoking. But their brain scans show they actually want a cigarette even more. (Buyology, Martin Lindstrom) Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Online Marketing, Online Persuasion
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Content Marketing that Speaks to the Old Brain

By Patsi Krakoff
Wednesday, October 20th, 2010

You get better results with your content marketing when you speak to the “old brain,” the one that’s also known as the primitive brain or the survival brain. Knowing how the brain works will help you write better as well as help you with presentations to influence others.

There are a few principles to remember, and here’s a great story that makes this come alive…

A Marketing Moment with a Homeless Man…

I want to share an excerpt of a story by Patrick Renvoisé, from his book Neuromarketing: Understanding the Buy Buttons in Customers’ Brain. He tells the story of how he earned the equivalent of a $960/hour consulting fee from a homeless man…

One evening as I was entering a restaurant in San Francisco, a homeless person stopped me. His sign read, “Homeless. Please HELP.”

The man showed all the signs of distress with sad empty eyes. He looked me directly in the eyes, and I was compelled to hand over a few bucks. However, something led me to go further with this particular man.

Like many of my clients who try to get responses from marketing, his message was weak, and certainly not unique. So I gave him $2 on condition he let me change the message on his sign for at least 2 hours.

The man agreed, and I wrote a different message on the back of his sign. Later, we met up again.

He insisted on giving me $10, because he had made over $60 while I was having dinner. His usual take averaged $2-$10 an hour.

As my entire interaction had lasted only 30 seconds, this eight dollar profit translated into a $960/hour consulting fee, not bad.

All I did was apply what I know about the brain and marketing messages that get people to act.

Here’s what his new cardboard sign said: Read More→

Categories : Content Marketing, On Writing Better, Online Marketing, Online Persuasion, Writing Great Copy
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Brain Scans Reveal 3 Elements of “Buying Brain”

By Patsi Krakoff
Tuesday, October 19th, 2010

As more brands are being studied in laboratories around the world, consumers are being hooked up to brain imaging machines, fMRI, EEG and other devices so that they are monitored while they read marketing messages and make decisions.

Neuromarketing is extremely expensive market research to do, but fortunately most brains work the same, with some exceptions for age and gender. So the results acquired for companies with big budgets are showing us how to create messages that have a powerful impact on the brains of all consumers.

So far, neuromarketing studies have shown that these three factors determine whether or not a consumer is inclined to make a buying decision:

  1. The degree of ATTENTION
  2. Whether or not there is emotional ENGAGEMENT
  3. How easily the message and the brand is encoded to MEMORY

Attention, emotional engagement, memory: 3 keys to priming the brains of your audience to buy or take the action you want. (Source: The Buying Brain, A.K. Pradeep, CEO of NeuroFocus)

And this makes sense, doesn’t it? … you can’t get someone to the point of wanting to buy something without first getting their attention. And if your message resonates with them on an emotional level, they’ll have trust. It’s well known that experiences that carry a strong feeling have better chances of being remembered.

In order to buy your brand, they have to remember where they saw it, and where they can go take action.

Think of a monkey waking up in a tree… he swings through the branches and he sees a bright yellow banana through the branches. Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Online Marketing, Online Persuasion
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