3BrainMarketing

Decisions are made from the subconscious (limbic and reptilian) mind. In order to improve your ability to sell to your customer, you need to speak the language of his/her subconscious.

This area of the brain:

1. Is Visual
2. Is Emotional
3. Expresses Itself Through Metaphors

According to NeuroFocus, one of the world leaders in bringing neuroscience knowledge and expertise to the world of advertising, Attention, Emotional Engagement and Memory Retention are key indicators to an individual’s purchase intent.

If your tv commercial, product pacakage, store environment or movie trailer doesn’t capture a customer’s attention, they will not become emotionally engaged. If they do not become emotionally engaged, they are not likely to remember. If they do not remember, they are not likely to buy, or watch.”

I happened across Evian’s “Live Young” print campaign and thought they did an excellent job of including all these points in a very simple campaign. Using the first image below:

• They used imagery and spoke directly to the reptilian brain.
• They got your attention. Here’s this rugged older guy with the cute baby t-shirt.
• They induced emotion. They made you smile or laugh. They made you FEEL happy. The stronger an emotion is felt during an experience, the greater the chance it’s recorded to memory.
• They used the metaphor to illustrate their brand reviving the youth in you.

Well done Evian!

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This article was written by Marc Narine.
Marc works with companies to elevate marketing performance and profitability by going beyond the feature/benefit approach to instead assessing the consumer’s emotional and cultural imprints and subconscious attachments to a product. He is the primary author at 3Brain Marketing.