Buy with Emotion: Justify with Logic. Marketing Strategy that Matches our Brains.
If you’re like me, I’m sure you’ve experienced this before. You see that new pair of shoes, that new tech device, or that funky looking do-dad to finish off your home, and you just can’t shake that need to make your purchase. It’s like there is a feeling of needing that purchase that just won’t go away until you’ve added it to your collection.
Well, the truth of the matter is, that’s exactly what there is. A feeling that craves to be satisfied. And it’s all about how our brain works.
But before I go on, I do need to throw in a little caveat here Im not a neuroscientist, or a psychologist . But, being in the arena of marketing, I have more than a fleeting interest in how our brains work. So in this post, I’m going to cover a bit of brain science to help you understand a bit more about why video blogging as part of a marketing strategy works. Even knowing a little about how our brains work can have a huge impact on how you engage with clients.
As a professional, I would imagine that you’re often spending a lot of time in your head. Busy with what are referred to as cognitive tasks. Tasks that require logic, conscious reasoning and decision-making. When it comes to these tasks neurologically, these processes take place in an area of your brain called the neocortex. The neocortex is where processes that are referred to as the higher functions take place. Things like spatial reasoning, motor commands, conscious thought, language and the likes.
But as marketers, there has for some time now, been the understanding that you need to tap into something more primal, an area of the brain known as the limbic system. The limbic system is responsible for emotion, attention, and emotionally charged memories. It drives our value judgments, deciding if we like something and determines the amount of attention we give to something.
Added to the limbic system’s connection to emotions and attraction, is the powerful understandingthat the limbic brain processes thoughts about 200 times faster than the cognitive neocortex. That means that before you can rationally process a decision, youve already made an emotional decision! This is what is going on when you have a “gut-feeling” about something. Your limbic system is running all it’s subconscious processes and giving you a decision that the conscious reasoning going on in your neocortex is yet to get a grip on. It’s often why it might take time to explain the rationality for a particular decision you’ve made, but you can feel certain it was the right decision to make straight away. Its also why once you startfeeling that you need that new pair of shoes, you can always figure out all the reasons why that new pair of shoes are such a neededaccessory.
Obviously, this makes a huge difference when it comes to marketing strategy. When a marketing strategy focuses its efforts on communicating features, facts and figures, this information will be resonating with the cognitive part of the brain (the neocortex). Even as our neocortex is then processing this information, we’ve already made a decision based on a value judgment connected to our immediate emotional response to the way the information was presented. Our limbic brain has already decided if we’d like to hear and pay attention to the cognitive information. Ultimately, were already either sold (we liked what we saw), or were not (even though the facts and figures may be great, we’re not going to bother because we don’t like what we saw). What this means is that our emotional responses are responsible for making decisions and and those decisions are then simply justified by our logical reasoning.
So, in order to market ourselves effectively we need to ensurethat we are enabling our target audience to connect at an emotional level first. So it’s best to produce and releasecontent that helps them have positive emotional connections. Once the positive connection is there, theyll be able to connect the dots on the logical stuff becausetheyve bought in emotionally.
Building genuine human relationships, providing authenticity and telling stories are the first critical steps to any marketing activity. Unfortunately these steps are often overlooked by the marketing strategies of many professional services. Online video content, when implemented correctly, provides a powerful way to appeal to the your audience on an interpersonal, and therefore emotional level. Online video enables you to cut through in your market allowing your target audience to engage with your brand more readily. This is because when online videois intrinsically authentic, real and emotive it connects straight to the limbic brain. The next step, of appealing to logical reasoning and getting a new client across the line is then made easy.