Using Neuroscience to Structure Your Customer Acquisition Strategy

March 29th, 2016 by | No Comments

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Containing approximately 100 billion neurons that enable humans to process information, the brain can greatly influence how your target audience will respond to marketing and sales strategies. By leveraging the power of neuroscience and structuring your customer acquisition campaign around it, you can accelerate your customer growth, sales conversions, and business development in record time.

On average, a prospective customer will encounter over 5,000 marketing messages in a single day, not counting those seen across social media. To cut through all the noise, you can deviate and take advantage of how the brain is hardwired to love surprises. Crafting your campaign for surprise and delight will help with brand recall and allow you to stand out among competing marketing messages.

If your primary goal is to acquire new customers, evoke strong emotional responses. Studies show that based on purchase, emotional ads outperform content-based ads by 3-to-1 for TV and 2-to-1 for print. fMRI findings also reveal that when evaluating brands, a consumer is more likely to respond to emotion rather than factual information such as brand attributes and product features. So when developing marketing campaigns, consider those used by companies like Google, Mailchimp, Nike, and MasterCard, which are primarily centered on emotions.

People visit websites for one of two reasons; they either want to achieve a goal or eliminate pain. Considering this, you need to identify exactly how your product does one or both then focus your campaign on it. You can either deliver a strong, direct message that will take your audience by surprise or use mirror neurons to drive your audience to action. The latter is the strategy used by many fitness and weight loss programs as seen in before-and-after examples, because they know that your urgent want is to lose weight and be fit. If they focused on providing information about specific exercises or diet plans instead of showing actual results, the impact is weakened because your brain won’t react as viscerally.

About the author:
Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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