Is the law emotionally aware

he worm has to taste good to the fish, not to the fisherman. "Everyone knows the saying. But who knows what the fish will like? What needs do customers have? What is it that drives you? How do you decide? Millions upon millions are spent on market research, but the consumer / customer remains a mystery.

Now the latest findings in brain research bring us much closer to the goal of finding out more about the most secret wishes of customers. It has meanwhile been proven that customers make their decisions largely (70 percent) unconsciously and that even the conscious 30 percent are not entirely free of influences. The brain converts many signals into decisions and initiates actions without informing the consciousness.

The individual motive and emotion system in the brain is significantly involved. It consists of the so-called »BIG 3« balance (security, stability, order), dominance (power, status, assertion) and stimulation (curiosity, hunger for adventure, creativity) as in the combinations of the »BIG 3«: control ( Discipline, perfection, efficiency, logic), revolution (breaking rules, willingness to take risks, courage, adventure) and openness (tolerance, imagination, flexibility, care). Depending on which of these motive and emotion fields controls individual actions, customers decide on certain products / services. This central finding has consequences for marketing, distribution and sales.

Strong brands have a box seat in the brain
Brands are neural networks in which product properties and worlds of emotions are linked. With strong brands, a few signals are enough to activate the entire network in the brain and thus influence the purchase decision. Often a small, brand-typical reference stimulus, such as the color purple, is enough to trigger the need for one Milka- To wake up chocolate and start up the whole brand network.

Purchase decisions are nothing more than an emotional calculation of the benefits of the brain. Brands should therefore not only have typical design features, but also occupy clear areas of emotion. Examples: Nivea- Appearance occupied by the care- and welfare- who Porsche 911 the dominance or Melitta Filter bags the feeling of security, enjoyment and emotions.
It is crucial that the design and emotion worlds associated with the brand are implemented consistently and consistently.

Customer brains can be typified according to the focus of their emotions
Customers do not make conscious and sensible decisions. The following also applies in direct sales: if you want to activate customers, you have to address the customer's dominant field of motives and emotions in a targeted manner in order to activate your brain and trigger buying stimuli. Salespeople must therefore tailor their arguments exactly to their customers. Only then are they successful. They should recognize the type of customer sitting across from them. The benefit argumentation must be formulated accordingly.

Example: For a dynamic »performer« (strong expression of the dominance system) a product is attractive if it gives him a competitive edge and benefits his career. A good salesperson would argue accordingly, for example: "That gives you an unassailable lead."

The »controller« (stronger expression in the motif field perfection / control) can be convinced differently. He wants to be on the safe side and keep everything in hand. The right sales argument: "That pays for itself in a very short time." Or: "The product has been certified umpteen times."

In the case of the “keeper”, a product wins when the seller emphasizes how problem-free it is and the market leader uses it as well. Example: "You don't need to worry about anything anymore."

The »innovator« (high stimulation) inspires when a product is unusual and new. So he can be baited: "The product is unique and exclusive." Or: "The unusual design underlines the innovative claim of the product."

From a developmental point of view, human language is relatively young and primarily serves the exchange of information. The brain, however, is an object recognition-emotion-action machine. It hates abstract expressions. It therefore takes a long time to process and learn abstract terms. Advertising messages and sales language should take this into account and be structured in a brain-friendly manner. Customer brains prefer nouns:
:: emotional picture words: e.g. »shark«, »racing car«
:: pictorial words with concrete movement: »hammer«
:: pictorial words: »fish«, »cup«
:: short words »courage«
and for verbs:
:: emotional movement words: "stroking"
:: concrete movement words: »go«, »throw«
:: simple action words: »search«; "Calculate"
The customer's brain pays attention to the finest signals (»cues«)
The customer is not aware of it, but an infinite number of subtle messages, such as the seller's posture, smell, facial expression and language style, his outfit, the shape of the product, the arrangement and feel of the control switches, the look of the sales documents, etc. reach his brain , and influence purchase decisions.

Successful companies therefore do not leave these messages to chance, but operate a consistent so-called »cue management«. Good cue management thinks of all of the customer's senses and addresses them in a targeted manner. This is time-consuming, but anyone who upgrades their products and sales processes down to the smallest detail with consistent cue management achieves a lead that is difficult to catch up with the competition.

Point of Sale: The place of decision
The laws of the brain naturally also apply at the point of sale (POS). Light, smell, music and the presentation of goods affect purchasing behavior. Customers have an internal program of what routes they take in shops and how they orientate themselves. One consequence of this is that retailers should offer their customers a primary route. The more items the customer sees, the more they buy.

Each of us has stored what is known as a "mental map" in our subconscious. It contains the sequence in which certain assortments are expected on the sales area. A POS check, in which the sales area is analyzed down to the smallest detail from the customer's point of view, shows very quickly whether the management is actually reaching the consumers.