5 Brainy Facts Every Marketer Must Know

Brain science is endlessly fascinating (is something only neurologists say)Until now. Have you ever heard of neuromarketing? Simply stated, it’s the study of how our brains respond to marketing and how it affects our behavior—consciously or unconsciously.

The marketing experts at myemma.com recently explored this idea and shared their findings in an amazingly brainy infographic. Prepare to reach a whole new level of marketing geekdom with me as I explore a few of the most fascinating brain facts now.

12-Facts-About-the-Human-Brain-That-Will-Make-Your-Internet-Marketing-More-Successful-Infographic

Brainy Fact #1

Emotions make a more lasting impression than rational thought.

I have this “gut feeling” that you’re intrigued, so I’ll go on. Many of our opinions are formed by our subconscious mind, in the most primitive part of our brain: the amygdala. I know, it sounds fancy, right?

emma gut reaction1

The brainy marketing application: Go for a gut reaction. You only have a few seconds to grab your readers and draw them in – so make it count. Pay attention to how your materials look when scanned quickly. Make sure your content is welcoming and easy to navigate. Focus on making your email subject lines, pre-header text, and website headlines as strong as possible. After all, these elements are the first to be judged by your audience. 

Brainy Fact #2

The primitive brain is drawn to images.

Did you know that the part of the brain that processes images is right next to the area that processes emotions? It’s true. We’re even hardwired from birth to recognize human faces. 

brain images

The brainy marketing application: To give you an idea of how we react to imagery, consider this stat: Our brains process images 60,000 times faster than text. The next time you design a landing page or create a marketing email, take a moment to imagine the content without any of the text at all. Notta. Zip. Zero. Zilch. If you’ve still managed to tell a story or stir an emotion using only your images, then you’re heading in the right direction. Something else to consider: Eye-tracking studies show that our brains will default to looking at human faces first on a website. We’ll even look where the faces are looking (so consider picking an image of someone looking towards your call-to-action). Also, steer clear of stock imagery, if you can. Instead, use images of real customers or clients. They’re more genuine, more accessible, and more relatable. 

Brainy Fact #3

Color can inspire feelings.

Research has shown that somewhere between 62-90% of our feeling about a product is determined by color alone. Say whaaaaaat? That’s incredible!

color

The brainy marketing application: There’s a science and art behind color choice—especially as it relates to marketing fundamentals like call-to-action buttons. While there’s no magic color that converts better than another, there are certain colors that promote specific feelings. Check this out…

emma color

Brainy Fact #4

One word can change the meaning, the mood, and the motivation.

There’s no question: words are powerful. For instance, think about the difference between the words “sad” and “devastated.” While both words have similar meanings, the feelings they convey and their relative power are very different. 

Write the mostclickable copy

 

 

The brainy marketing application: Consider how the words you use can influence attitudes and actions. Use first and second person in your marketing copy: me, you, your, we, our, etc. This creates cleaner sentence structure and more approachable content. Also, take care to ensure your copy is helpful, relevant, memorable, and shareable. Most of all, make sure you provide a very clear call to action. CTAs with five or fewer words tend to perform best. 

Brainy Fact #5

Our brain lights up when we share—literally.

We loooooove to talk about ourselves. In fact, we love it so much that Harvard neuroscientists say we can’t help but share our thoughts. Why? Because doing so triggers the same sensation of pleasure in our brains as food and money.

joe quote

The brainy marketing application: Marketing is all about relationships. Customers want to do more than just listen to brands talk about themselves over and over again. Instead, they want to be the ones doing the talking. They want a two-way dialogue, and they want it yesterday. As marketers, we have to realize that it’s not all about us anymore; it’s about our audience. And we need to we need to work on our listening skills.

Brainy Final Thoughts

Science-based creativity is the secret sauce for marketing campaigns.

Understanding how the human mind processes information and images can help us do more than deliver the right message to the right audience. It can help us become more effective and more impactful digital marketers. 

So, what brainy fact did you like best?

Sources:

12 Secrets of the Human Brain to Use in Your Marketing

The Psychology Behind a Great Call to Action

4 Things that Marketers Should Know About the Human Brain 

6 Secrets About the Human Brain That Will Make You a Better Marketer

 

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3 thoughts on “5 Brainy Facts Every Marketer Must Know

  1. kweb9816 December 13, 2015 / 3:40 am

    Jennifer,

    I love your blog this week. A few months ago, I learned about neuromarketing and was intrigued with the field. I have always had a love for Psychology. Before starting the IMC program with WVU, I searched for something that combines marketing and psychology. The info you wrote provides helpful tips for my current position. I plan on increasing email communication next year with donors of our non-profit. The tips of the action verbs, colors for mood and the importance of visual is something worth trying for better results.

    Liked by 1 person

  2. emilygriffith2015 December 13, 2015 / 8:56 pm

    This is great (and somewhat inspiring). It is amazing how our minds work, not just for marketing purposes. You mention CTAs. This is an important factor that many forget about when marketing. Connecting with consumers and seeing what they are into is what makes this work; Getting inside the minds of these individuals and seeing what makes them tick. Like what we have been discussing during this course, the imagery that is sparked from marketing is all part of the marketing application. You hit the nail on the head with this information.

    Liked by 1 person

  3. Andrea Joliet December 14, 2015 / 4:01 pm

    You captured the essential elements of powerful brand marketing. Copywriting and graphic language work together to set the tone for how people see your brand. And when you can appeal to the emotions both visually and verbally, you make your content more share-worthy.

    Liked by 1 person

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