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.
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.
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"
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.
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.
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