How Neuromarketing Can Help You Win Big
It’s me, back again to give you the scoop on the latest and greatest trends in the copywriting industry. Today, we're talking about the power of neuromarketing and how it just might push your campaign over the tipping point.
For those of you who aren't familiar, neuromarketing is the science of studying how people's brains respond to marketing stimuli. By analyzing brain activity, researchers can gain insights into what makes people tick, and use that knowledge to create more effective marketing strategies.
So, what does this have to do with copywriting? Well, it turns out that the principles of neuromarketing can be applied directly to the art of writing persuasive copy. By understanding what triggers certain responses in the brain, copywriters can craft messages that resonate on a deeper level with their target audience.
One of the key principles of neuromarketing is the idea that emotions drive decision-making. When we make choices, we're not always rational beings – our emotions play a big role in the process. As copywriters, this means that we need to tap into the emotional core of our audience in order to connect with them on a deeper level.
There are a few different techniques that neuromarketers use to tap into people's emotions. One of the most effective is storytelling. By weaving a truly interesting narrative into your copy, you can create an emotional connection with your reader that goes beyond the surface level.
Since consumers are witnessing hundreds, maybe even thousands of advertisements per day, the numbers and statistics seem to fade away. — “How many megabytes per second did they say?”
Story-building gets consumers invested, interested, and gives you a chance to communicate your mission to help them.
Another technique is the use of sensory language. When we read or hear words that evoke our senses – like "sizzling," "crunchy," or "silky smooth" – our brains actually light up in the corresponding sensory regions. This creates a more vivid and memorable experience for the reader, and can help your message stick in their minds long after they've read it.
Have you ever ordered the fajita plate at a Mexican joint? Necks break as your server boots open the kitchen’s stainless steel double doors and fills the room with the crackling of beef tallow and billows of sweet, thick smoke. Your bell peppers and onions dance subtly in anticipation on the cast iron, pleading to be gobbled up.
Another key principle is the idea of "priming." Essentially, this means that the context in which your message is presented can have a big impact on how it's received. For example, if you're trying to sell a luxury product, it might be more effective to place your ad in a high-end magazine rather than a discount store circular.
The context primes the reader to expect a certain level of quality and exclusivity, which makes them more receptive to your message. You wouldn’t run your advertisement for eco-friendly crop tops and nose piercings during Sean Hannity’s nightly campaigns.
Now, you might be thinking – all of this sounds great in theory, but how does it actually play out in the real world? Well, there are plenty of examples of companies that have used neuromarketing techniques to great effect.
Take Apple, for instance. They've long been known for their sleek and minimalist design aesthetic – but did you know that this is actually a deliberate neuromarketing strategy? By keeping their products visually simple, they create a sense of calm and clarity in the minds of their customers, which in turn makes them more likely to make a purchase.
Apple’s signature design has become all but the standard rolling in to the 2020s.
Or consider the beer brand Guinness.
They famously use sensory language in their advertising – describing their beer as "velvety" and "smooth as silk."
This creates a mental image that's not just about taste, but about texture and sensation. Now, sit there and tell me that you didn’t picture a classic tulip glass, a golden ring around its rim, swirling with a mocha and coffee colored brewski. *Chef’s kiss
Luxury brands often use sensory language in their copywriting to engage customers' senses and create an emotional connection. For example, Chanel's perfume ads often use phrases like "intoxicating scent" and "sensual fragrance" to appeal to customers' sense of smell.
By understanding the science behind neuromarketing, and the practical applications of its techniques, copywriters can create more effective and engaging content that resonates with their target market.
It’s time to tap into the subconscious desires and emotions of your audience, and make your message more impactful and memorable. With this knowledge, you can create copy that is not only persuasive but also ethical, respectful, and engaging.
-Aaron D.
