Four Steps To Trigger the Old Brain
Like I mentioned yesterday, I’m making my way through a book by Patrick Renvoise and Christophe Morin called “NeuroMarketing: Understanding the ‘Buy Buttons’ in Your Customer’s Brain.”
These guys really know what they’re talking about – so let me share with you the four steps that they say are needed to trigger decisions in the old brain.
- Diagnose the Pain – In order to trigger a sale, the customer first needs to feel the need. How do you do this? Find their pain and then offer the solution. Like cavemen, our minds are still set to find the cure to our problems. Hungry? Buy Food. Thirsty? Drink water. Hate the process of buying a house? Get a great realtor.
- Differentiate Your Claims – Set yourself apart. If you’re one of the best in the industry, don’t mention it. You want to be the best in what you do with reasons to back up your claim. Does this mean that you have to be the best photographer in the world? No, but it does mean that you need to pride yourself in one aspect of the position and emphasize it’s importance and your ability to uniquely offer such a service.
- Demonstrate the Gain – Promote the benefits that you provide to your clients. “Great photography” is weak. “Capturing the moments most precious to you” is better. Show what the customer will be gaining by choosing your services. If you demonstrate the before and after, you’re set.
- Deliver to the Old Brain – The old brain loves emotional and visual stimuli. If you provide enough eye candy while capturing your potential customer’s feelings, then you’ll be on your way to a sale.
Come back for more promotional tips and useful advice – and please feel free to submit advice of your own!
