Neuromarketing: How To Use Psychology In Your Marketing — Transcript

Full transcript

1. 0:0095 of the decisions that we make on a
2. 0:02daily basis
3. 0:03are subconscious which means that if you
4. 0:05want to make more sales
5. 0:07you need to understand how to reach
6. 0:08people on that subconscious level
7. 0:10today we are entering the realm of neuro
8. 0:13marketing
9. 0:14so if you want to know why i'm holding
10. 0:15this bear then stick around until the
11. 0:17end because i'm going to tell you
12. 0:19exactly what neuromarketing is
13. 0:20show you some examples of how it works
14. 0:23show you exactly how to use it
15. 0:24and tell you how to find opportunities
16. 0:26my name is trent canelli i'm a marketing
17. 0:28strategist and on this channel i talk
18. 0:30about all the things that you can do
19. 0:31to improve your business through
20. 0:32marketing sales and analytics so that
21. 0:34sounds good to you and you're excited
22. 0:36make sure that you like this video
23. 0:37comment and let me know which
24. 0:39neuromarketing technique you think
25. 0:40you've been taken by and i guarantee you
26. 0:42it's probably all of them
27. 0:43subscribe to my channel if you're into
28. 0:45it and stick around until the end to get
29. 0:47a free marketing guide to 2021's
30. 0:49marketing trends
31. 0:50that you're gonna need to know about
32. 0:52until then let's get started
33. 0:56okay so what is this neuromarketing is
34. 0:58the use of psychology in our marketing
35. 1:00decision making processes
36. 1:02the fact is that as i mentioned we use
37. 1:04our subconscious mind
38. 1:05far more than we use our conscious mind
39. 1:07and it affects every single decision
40. 1:09that we make so even the small little
41. 1:11things are influencing the decision
42. 1:13what that means is that when you're
43. 1:14thinking about your product or your
44. 1:15service
45. 1:16it's not just about what you say it does
46. 1:18it's not just about the copy on the page
47. 1:20it's about how people feel about it
48. 1:21based on what you've said
49. 1:23based on what you've shown based on past
50. 1:25experiences that they've had with you
51. 1:27or your product or your service so you
52. 1:29have to take all of these things into
53. 1:30account
54. 1:31and think about every little detail to
55. 1:34be able to make those changes and
56. 1:35increase those sales as much as possible
57. 1:37so some good examples about how
58. 1:38psychology and subconscious mind affects
59. 1:40our decision making
60. 1:41the first one is mcdonald's disney and
61. 1:44netflix all three of these go together
62. 1:45because they're some of the earliest
63. 1:47brands
64. 1:47that are recognized by children the
65. 1:49youngest children recognize mcdonald's
66. 1:51disney and netflix
67. 1:52because they have very positive
68. 1:54reactions to them at a very young age
69. 1:56as a result their interactions with
70. 1:59those brands
71. 1:59as they grow up tend to be more positive
72. 2:02and nostalgic
73. 2:03and so it increases the likelihood that
74. 2:04they're going to want to continue to go
75. 2:05back
76. 2:06to netflix and disney and mcdonald's
77. 2:08among others
78. 2:09so coca-cola might be a great example of
79. 2:12a failure in marketing psychology
80. 2:14so in the 80s they issued new coke
81. 2:16before they put new coke out on the
82. 2:18market
83. 2:18they tested with 200 000 different
84. 2:20people in focus groups and blind
85. 2:22taste tests and they found that people
86. 2:24preferred the taste of new coke versus
87. 2:25old coke
88. 2:26and they preferred the taste of new coke
89. 2:28against pepsi so they were absolutely
90. 2:30sure that new coke
91. 2:31was gonna be the next best thing it was
92. 2:34gonna be a huge sales boom on the market
93. 2:36but when they put out new coke they also
94. 2:38took away classic coke
95. 2:40and so what happened people flipped out
96. 2:43there were protests on the street
97. 2:45people were angry sales were tanking
98. 2:47they ended up pulling new coke out of
99. 2:49the market
100. 2:50and putting back in old coke or now
101. 2:52classic coke
102. 2:53so what did they miss why was that such
103. 2:55a colossal failure
104. 2:56the reason that failed so poorly is
105. 2:58because they missed the emotion
106. 3:00they spent the entirety of their
107. 3:02existence from the 1800s
108. 3:04building on emotion you want to feel
109. 3:06good have a coke you want to relax have
110. 3:07a coke
111. 3:08you want to feel healthy again have a
112. 3:10coke yes that's a real
113. 3:11ad campaign so they missed the emotion
114. 3:14which means that
115. 3:15when they took away classic coke they
116. 3:17took away
117. 3:19the heart of the company they ripped the
118. 3:21heart out of people people were angry
119. 3:23because it was like a breakup so they
120. 3:24had to put classic coke back in
121. 3:26or they were just going to destroy their
122. 3:27entire business last big example
123. 3:30is facebook facebook is designed to keep
124. 3:32you on the site as long as possible
125. 3:34because the longer you're on the site
126. 3:36the more ads you see and the more money
127. 3:38they make as a result
128. 3:39and they do this in hundreds and
129. 3:41thousands of different ways but here are
130. 3:43just a few
131. 3:44small examples so the first one would be
132. 3:46infinite scroll
133. 3:47if you've ever tried to scroll your news
134. 3:49feed all the way to the bottom
135. 3:50you can't get there it's always going to
136. 3:52load something more and there's always
137. 3:54going to be something else to see
138. 3:55so it makes you hungry to keep seeing
139. 3:57what's going on and keep moving through
140. 3:59that feed it's the same on instagram
141. 4:01it's the same on any other platform also
142. 4:03the high of getting likes you get a like
143. 4:06that makes you feel good you get a lot
144. 4:07of likes that makes you feel really good
145. 4:09so you want to
146. 4:09keep posting keep building that
147. 4:11interaction for yourself so you get more
148. 4:13people to come back into your site
149. 4:15and get that vanity metric it doesn't
150. 4:17actually matter to make you any money
151. 4:18but at least you can have some vanity
152. 4:20associated with it and it's really
153. 4:21strong
154. 4:22and then algorithmically curated content
155. 4:25this is huge so
156. 4:26they're looking at exactly what it is
157. 4:28that you're showing interest in
158. 4:30how long you're looking at an image how
159. 4:32long you're reading a post
160. 4:33if you're just scrolling past something
161. 4:35they're taking all of that time
162. 4:37and interest the likes and the comments
163. 4:39into account
164. 4:40to figure out what it is that you like
165. 4:42and you don't like and showing you more
166. 4:43of what you like
167. 4:44so that you're going to want to come
168. 4:45back and stay on as long as possible
169. 4:48all right so let's talk about some
170. 4:49simple ways that you can do this the
171. 4:50first one i want to talk about is decoy
172. 4:52pricing
173. 4:52so if you've ever seen pricing like this
174. 4:54where you've got a small for three
175. 4:55dollars
176. 4:56a medium for 650 and a large for seven
177. 4:58dollars you might think it's kind of
178. 5:00weird
179. 5:00that there's a 3.50 difference between
180. 5:03the small and the medium
181. 5:04and only a 50 cent difference between
182. 5:06the medium and the large
183. 5:07but that's on purpose the medium is
184. 5:09called a decoy and it's there to make
185. 5:11you buy the large because you're going
186. 5:12to go
187. 5:13i can get a medium for 650 but it's only
188. 5:1550 cents more to get that large
189. 5:17and you think you've only spent 50 cents
190. 5:19more but what you've actually done is
191. 5:20spent
192. 5:20four dollars more than the small so it's
193. 5:23an easy
194. 5:24way to get you to upgrade a little bit
195. 5:26more
196. 5:27and they spend a lot more while you
197. 5:29don't have to do as much work to get
198. 5:30them there
199. 5:31this is also why you might see on a lot
200. 5:32of websites that there are three pricing
201. 5:34options
202. 5:35look at those pricing options really
203. 5:36closely you'll probably notice that
204. 5:38there's a bigger disparity between the
205. 5:39smallest and the medium
206. 5:41versus the medium and the large color is
207. 5:43a great way of affecting this as well
208. 5:45colors cause emotional reactions they
209. 5:47might be small but they are there
210. 5:49blues will cause feelings of
211. 5:51trustworthiness strength and
212. 5:52dependability
213. 5:53purple might give you the feeling of
214. 5:55wisdom or nobility or creativity
215. 5:57or knowledge colors really matter in the
216. 5:59way that you
217. 6:00want to portray yourself in your
218. 6:02marketing so if you want somebody to
219. 6:04feel confident when they're looking at
220. 6:05your website
221. 6:06use more black if you want them to feel
222. 6:08calm
223. 6:09or fairly neutral greens and grays are
224. 6:12the better way to go
225. 6:13another great option is the paradox of
226. 6:14choice the more choices we have
227. 6:17the more anxiety we feel to make that
228. 6:19decision and the less ability we
229. 6:20feel to make that decision just think of
230. 6:23restaurants okay
231. 6:24so you get cheesecake factory you get a
232. 6:27freaking
233. 6:27novel to make a decision for what you
234. 6:29want to eat whereas chipotle is a simple
235. 6:31menu
236. 6:32and you get to make a decision very
237. 6:33quickly and it's exactly what you want
238. 6:35which are you gonna pick i'm gonna pick
239. 6:37chipotle and it's not just because
240. 6:39i live in belgium and they don't have
241. 6:41chipotle and i desperately miss chipotle
242. 6:43and it's making me hungry thinking about
243. 6:44it it's also because it's a simple
244. 6:46clean and easy decision making process
245. 6:48and people can make that decision very
246. 6:50quickly
247. 6:51and go on with their day so simplifying
248. 6:53the options that you give to people
249. 6:54on your site maybe through a funnel page
250. 6:56that doesn't have any menu options or
251. 6:58something
252. 6:59is really going to help making that
253. 7:00decision process and that purchase
254. 7:02process
255. 7:02much easier and cleaner loss aversion or
256. 7:05fomo this is
257. 7:06a really good option as well because we
258. 7:08don't want to be the only person that
259. 7:10misses out
260. 7:10so by adding that emotional trigger in
261. 7:13there by the way i just did a whole
262. 7:14video on all these emotional triggers
263. 7:16you can check them out here but by
264. 7:17adding fomo in the fear of missing out
265. 7:20on something
266. 7:20you increase the likelihood of somebody
267. 7:22buying it's a little thing it's a little
268. 7:24like
269. 7:25fear in our gut and we want to make an
270. 7:27action as a result of it
271. 7:28another great option is price anchoring
272. 7:30so price anchoring
273. 7:31sets an expectation that's really high
274. 7:33and then takes that expectation away
275. 7:36so if you've ever been on a sales page
276. 7:37where they say this
277. 7:39product or service has so much value you
278. 7:41would expect to
279. 7:42pay ten thousand bucks for it or three
280. 7:45thousand bucks for it
281. 7:46but i'm going to give it to you for 297
282. 7:48bucks you're going to jump at that
283. 7:50chance
284. 7:50you're going to go oh my god that's so
285. 7:51cheap that's such a good deal for all of
286. 7:53this value
287. 7:54you're much more likely to make that
288. 7:55purchase and price anchoring is really
289. 7:57effective
290. 7:58because it's almost like putting a bunch
291. 8:00of weight in your backpack
292. 8:01and then taking some of that weight out
293. 8:03you got 100 pounds in your backpack
294. 8:05and then you take 50 pounds out you're
295. 8:07still carrying around 50 pounds
296. 8:08but it feels a lot lighter right so
297. 8:10that's how price anchoring works
298. 8:12it lightens that load by setting a
299. 8:14really heavy load in your mind
300. 8:16and then removing it at the end last
301. 8:18opportunity i want to talk about is eye
302. 8:20tracking and that
303. 8:22is why i have this little guy because we
304. 8:24look at things in a certain way
305. 8:26what we read the size of things the
306. 8:28color of the objects
307. 8:29they all matter imagery keeps us engaged
308. 8:32video pulls us in
309. 8:33even if it's something in the corner of
310. 8:35our eye the strangest thing in the frame
311. 8:37will always catch our attention and that
312. 8:39is why i have the bear
313. 8:41so when you're applying this to what
314. 8:43you're marketing think about your
315. 8:44website for instance
316. 8:46the biggest thing is always going to be
317. 8:47the most visible the smallest thing will
318. 8:49not be the most visible
319. 8:50even if you put the smallest text on the
320. 8:52top people are not going to read that
321. 8:53first
322. 8:54their eye will always be attracted to
323. 8:55the biggest thing so whatever you want
324. 8:58to say first
325. 8:58make that the biggest font make the
326. 9:01thing that you need to add as detail the
327. 9:02smallest font
328. 9:03it doesn't matter what order it's in
329. 9:05because people will always read from
330. 9:06biggest
331. 9:07to smallest so those are some cool ideas
332. 9:10where do we find those opportunities on
333. 9:11our site
334. 9:12i'm going to show you right now so we're
335. 9:13going to use two tools the first one is
336. 9:15google analytics
337. 9:16the second one is full story so with
338. 9:18google analytics you're using your
339. 9:19behavior reports and your funnels
340. 9:21behavior reports are going to tell you
341. 9:22exactly where people are dropping off
342. 9:24exactly which pages are causing people
343. 9:27to go forward to another page and then
344. 9:29back to the page they were just on
345. 9:30might show some confusion anything that
346. 9:32indicates abnormal behavior
347. 9:34on your behavior report is important to
348. 9:37note so that you can go
349. 9:38check and see what's going on in just a
350. 9:39minute then use your funnels
351. 9:42to analyze exactly where people are
352. 9:44moving if they're taking the steps you
353. 9:45expect them to
354. 9:47or not and if they're not you can
355. 9:49identify those pages as potential
356. 9:51for optimization and then you can go for
357. 9:53that okay and so then you're gonna go to
358. 9:55full story which is
359. 9:56kind of like hot jar it's one of those
360. 9:59video sites that records the actions
361. 10:01users are taking on your site
362. 10:02you can see exactly how they're moving
363. 10:04through your site and you might see that
364. 10:06they're being caught up on something or
365. 10:08other so a great example here is
366. 10:10i was watching this for a client the
367. 10:11other day and i noticed that that client
368. 10:13didn't have a button on the header
369. 10:15section for their home page
370. 10:17all i did was take that button and move
371. 10:19it into the header section
372. 10:21and i doubled the click-through rate on
373. 10:23on their home page
374. 10:24that's it that's all i had to do so you
375. 10:26can find
376. 10:27little things that are gonna have huge
377. 10:29impacts on your bottom line by doing
378. 10:31this
379. 10:32obviously there's a lot more to
380. 10:33neuromarketing than this but this should
381. 10:35get you started down the path
382. 10:37to thinking about those little tweaks
383. 10:38that you can make to increase the
384. 10:40outcomes on your website
385. 10:42so i hope that you found that really
386. 10:43really helpful but just keep in mind
387. 10:44this is just the surface and there's a
388. 10:46lot more to go
389. 10:47so if you found this helpful please make
390. 10:48sure that you like this video
391. 10:50comment and let me know how many of
392. 10:51these you got caught up in i mean just
393. 10:53just do a tally i just because you got
394. 10:55caught in all of them i guarantee it
395. 10:57these are some of the most popular and i
396. 10:58am absolutely sure that you've been
397. 11:00taken by most of them okay
398. 11:02so just let me know give me a tally give
399. 11:03me a number that's all i want to know
400. 11:05subscribe to my channel if you are into
401. 11:07it uh check out my description for a
402. 11:09couple of things so i've got
403. 11:10a free and a paid option for coaching
404. 11:12conversations
405. 11:1390 and 60 minutes or if you want to get
406. 11:16a guide that's going to tell you all
407. 11:17about the marketing trends that are
408. 11:18coming up in 2021
409. 11:20i've got that down there as well all
410. 11:21right i'll catch you in the next one