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Mike Lieberman, CEO and Chief Revenue ScientistThu, May 9, 2013 6 min read

The Real Deal: Applying Neural Knowledge To Your Inbound Marketing

Applying Inbound Neuromarketing To Your Marketing Program We’re continuing the conversation on neuromarketing: the scientific marketing approach that leverages the latest neuroscience technologies to assess what really makes your prospects tick -- why they like what they like, why they buy what they buy and why they’re really choosing whether (or whether not) to do business with your company.

Using cutting-edge brain scanning and 3D imaging, neuromarketing digs below the cortical folds of consumers’ grey matter, beyond their own conscious awareness, to show marketers, business owners and entrepreneurs how to better align sale and marketing techniques with their targets’ buying brains. 

Let’s be realistic here.

Your marketing budget most likely doesn’t account for expensive functional magnetic resonance imaging (fMRI) and electroencephalogram (EEG) machines. You can’t afford to conduct high-level brain scans and neural studies on your prospects.

You’re not a Fortune 500 enterprise with big bucks to throw at neuromarketing research. But the good news is that you don’t have to be. You don’t need access to fMRI and EEG machines to take advantage of neuromarketing. All you need is awareness of the research that’s being done and the common sense to apply it to your own marketing.

“The fact of the matter is anyone can do neuromarketing without ever scanning a single brain.”

-- Douglas Van Praet, author of Unconscious Branding

THE REAL DEAL: Applying neuro know-how to your inbound marketing program.

  • Be bold and shake things up.
Committing To Remarkable Inbound Neuromarketing

“Nothing changes if nothing changes.” This quote is famous amongst motivational speakers, leadership trainers and business consultants… and even more so amongst those who occupy all three of those categories.

And it’s popular for a reason. Breaking industry standards and shaking up patterns, when you’re basing these changes on calculated strategy, is the only way to survive in this innovation-obsessed marketplace. Doing the same tactic over and over again, especially when it generates less-than-remarkable results, just isn’t smart.

Grey-Matter Mission: Fully committo delivering an exceptional experience to your prospects, one that gets them talking about your company to friends, families and strangers online. Fully commit to being remarkable.

  • Find your foil covering.
Using Inbound Neuromarketing To Differentiate Your Business

Dr. A.K. Pradeep, CEO of leading neuromarketing company NeuroFocus and author of The Buying Brain, conducted a study on the experience of eating yogurt. He asked volunteers to imagine the process of eating yogurt -- starting with seeing the container, picking it up, opening it, inserting the spoon and stirring up the fruit, smelling it, eating the first spoonful, then another, etc. -- and asked which step they thought would be most engaging to their brains.

Most people chose the “insert spoon and stirring” part, with “tasting the first creamy spoonful” being a close runner up. But the EEGs that the volunteers were hooked up to when eating the yogurt told a different tale: The most stimulating part of the process, as far as the volunteers’ emotional brains were concerned, was grasping and removing the foil covering over the top of the container.

Grey-Matter Mission: Don’t assume that the obvious product characteristics or service offerings are the only important ones. Put some thought into the aspects of your products, services, company culture and methodologies that have the potential to peel back that “foil covering” and spark your prospects’ emotions. 

Remember: Your prospects aren’t numbers, demographics or statistics. As inbound marketers, we’re all about quantifiable results, monitoring analytics and marketing with metrics in mind, but you can’t lose sight of the fact that your prospects are people. On a conscious level, they’re grasping at the straws of logic to rationalize their buying behaviors, but it’s their subconscious emotions that are really behind the wheel when it comes to purchasing decisions.

Start Today Tip: To start applying neuromarketing to your business, spend 15 minutes evaluating your sales process. If you find that your sales people are making your prospects feel like they are getting “sold," it's time to stop those old-school, hard-sell tactics. If your prospects don’t feel safe, they won't like and trust your company, let alone do business with you. For example: long, detailed contracts and proposals laden with legalese send anxious triggers to the brain. When your prospects' stress centers ("fight or flight") are lighting up, they're far less likely to engage in any type of business with you. Probe your processes from your prospects' perspectives and make the necessary trust-boosting, brain-soothing changes.

Can’t wait for our next post to soak up more neuro-knowledge nuggets? Click the button below to download our detailed neuromarketing ebook: The Grey Matters Of Neuromarketing: What Is It & Why Does It Work? and learn more about the inbound-neuro connection.

How To Crack The Code To Inbound Marketing

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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