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The Basics

It’s easy to keep track of what people buy; it’s harder to understand why they did.

A newly uncovered branch of research, Neuromarketing is a study of how our brains respond to specific marketing stimuli. In other words, it looks at how these daily influencers impact the choices we make. By understanding how our brains function when processing these decisions, we can better understand how different marketing tactics affect us, and in turn, our potential customers.

Why do we choose product A over product B? What makes that shirt more appealing than the one next to it? How did we justify a more expensive purchase, when the generic brand is actually better? These are all questions that Neuromarketing wants to answer, because once we understand how these choices are made, we can better utilize certain techniques to garner specific results.

One key thing to note on this field of study is its price, however. Currently, small sample sizes can run upwards of $10,000, which rarely fits into any marketing budget. So, rather than wonder where the money will come from, why not put one of the research’s most vital components into action yourself?

The Tactics

As those who’ve been studying Neuromarketing will tell you, the power of the story holds an unimaginable influence when it comes to the decisions we make. That’s why, learning how to harness this power can be game-changing for your overall marketing strategy.

From the moment we first rest our heads in a crib, stories have always played an important role in our lives. Whether it’s a favorite TV show, a comic book, a bedtime story, a tale from a friend or a long-form math equation, stories are always there. But what takes a story from being good to being influential?

Most stories tend to follow the same structure—introduction, incline, climax, ending. And out of this format comes two extremely important concepts. The first being the problem or the obstacle the hero has to overcome. The second is the resolution or how said hero conquered the issue in front of him. For anyone working in advertising or marketing, these should both sound rather familiar. It’s how we introduce products and position them to meet a need or needs of the consumer.

The difference that comes into play is the emotional aspect the solution offers them. If your hope is to lead consumers on a journey, than the payoff has to be strong enough that is persuades them into action. So, by placing your audience in the role of the hero and effectively leading them on a journey through the how and why, it builds a stronger connection between influence and action. If you attempt this strategy, without adding emotional complexity, you’re results will never measure up. That’s because consumers won’t have the same level of investment, if there is no personal connection to be found. 

So, while Neuromarketing may still be in its infancy, its lessons are no less important. The strength of the story is just one of many conclusions we’ve been able to draw from the research and as the practice grows, so will the list of potential tactics at our disposal. Just remember that at the end of the day, one of the most important questions you can ask about your brand is, “Am I involving the audience in the story I’m trying to tell.” The answer could make all the difference on your road to success.