Why Your Brain Buys Stuff it Doesn’t Need
Jamie Turner, Founder of 60 Second Marketer, CNN Contributor and Author of Go Mobile and How to Make Money with Social Media
Let’s Get to Know One Another
I’ve written a few books
I get on TV sometimes
And I’ve helped a few clients you
may have heard of
But the thing I love to do most is to help people like you
SELL MORE STUFF
Let’s Talk About Your Customer’s Brain
Secret #1: Your customers go through six distinct
stages before making a purchase.
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive Stage
Affective Stage
Behavioral Stage
Source: Lavidge and Steiner
Secret #2: The Brain is Addicted to Dopamine
Novelty is one of the most powerful tools marketers can use to generate dopamine in the human brain.
NEW! Version 2.0!
Secret #3: People buy for emotional reasons and
then rationalize their purchase with logic
[Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons]
Secret #4: People have subconscious reasons
for preferring one brand over another
Secret #4: People have subconscious reasons
for preferring one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.
THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN
PURCHASING BEHAVIOR.
Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain
Female Brain Male Brain
Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain
Female Brain Male Brain
Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain
Female Brain Male Brain
Secret #6: As much as 95% of human thought happens in the subconscious mind
Secret #7: Colors have meaning and can impact your conversion rates.
Source: JuanMarketing.com
Source: JuanMarketing.com
Secret #8: Your customers fall into one of
four categories
Four types of business customer
1.Price-Oriented Customers: Price is everything
Four types of business customer
1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable supply or service.
Four types of business customer
1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.
Four types of business customer
1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.
4.Gold-Standard Customers: They want the best performance in terms of product quality, assistance, reliable delivery, and so on.
Four types of business customer
Secret #9: There are 9 questions you should ask before you launch your next marketing
automation campaign
9 Marketing Automation Questions
1. Who buys our product or service?9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?
9 Marketing Automation Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?9. How do personal or demographic factors influence the purchase decision?
9 Marketing Automation Questions
Secret #10: We take in 11 million bits of information per second, but the brain can only process 40 bits per second.
words
Secret #11:
Your customer’s eyes gravitate to certain
• Free • Now • You • Save • Money • Easy • Guarantee
• Health • Results • New • Love • Discovery • Proven • Safety
How to put all of this to work
Ranking of B2B Marketing Channels
Discovery of Need
Awareness of Options
Consideration of Alternatives Conversion Relationship Retention
Traditionally, a prospect is converted to a client, then a relationship is established.
Prospect Journey
Discovery of Need
Awareness of Options
Consideration of Alternatives Conversion RetentionRelationship
But today, more companies are building a relationship first, then converting them to clients.
Prospect Journey
Email Marketing and Marketing Automation
Key points to remember
[email protected] PH: +1-678-313-3472