Parts of the brain
Neurocortex
higher order thinking like imagination
Limbic System
emotional thinking
Reptilian Brain
autopilot (lazy brain)
The Evolution of Marketing
- Marketing used to be about teaching how to use the product
- Evolved into image, showing choices
- Brand morality became important
- Moved to simplicity and “why” became more important
- Now: customers control the message. Community is important.
Notes
- Think about whether you’re selling to a new client or someone who knows you.
- Make your customer the hero of the story
- Show instead of tell. Demonstrate the value of the offer.
- Example: Divorce lawyer ad showing a car with the license plate “WAS HIS”
- Put the information at the beginning and again at the end. This serves short attention spans.
- “The power of the gaze”- Direct viewers by having the subject in an image stare at what you want users to look at
- Use all 5 senses of your brand
- Exceed expectations
- Support their ultimate goals, not just the immediate goals
- Example: When buying a car, the customer may want a car, but they may really want to impress a girl or drive fast
- Make innovation part of your company culture. Make the relationship with your customers exciting. Surprise your customer.
Why Brands Work
Brain goes on auto-pilot. This is why people choose brands. They choose what they know.