WHAT’S GOING TO READ HERE:
- Understand how our brain supports our choices
- 08 Tips for effective communication of your brand, company, business, product or service
We have already spoken here on the blog about communication revolutions and that in the 20th century the internet is considered the 4th revolution we are facing. It allows interactivity, exchange and also communication for the masses, with the world. Everyone can build, say, write, speak and be heard, seen, read. Adding to that we are grouping, building relationships with others through their common interests. Information, what is relevant is the element that is creating a community bond between their members
We have also seen that the world is indeed connected, but we still have a challenge and an opportunity to address the inclusion of the digital world of 50% of the world’s population that is not experiencing the digital world. And in addition, we need to expand the number of active users of digital platforms that do not reach 40% in the world and that are little more than 60% in Brazil.
In this context where there is a sea of data and information, the user becomes not only a spectator of information, but also a pioneer in an active and constant search for information. But there is one key element: relevant information, information that has meaning for it! And how to differentiate and connect in a better and more effective way with these explorers and information seekers?
In addition to content relevance and a cross-media approach (working on different digital platforms in a coherent, coordinated way) that can be aligned with your audience, your product, your brand, your business (for more information see Ideia de Impacto Show at our YouTube channel on the topic)
Another key element is knowing how to communicate more effectively attracting the attention of the user’s interest and also building a relationship and connection with him/her so that he/she, as an explorer, connect regulary looking for the information that you, your company or your business want and need to share with your audience. And that’s where neuromarketing comes in! Understand how we can get people’s attention, communicate, create a connection with people, leave a mark, build an experience and stay in the memory (and heart) of the people and audiences that are important to us.
All content in this post is based on the information and knowledge shared by Regina Monge, an expert in the subject who helped me put together the Neurobranding Series in the Ideia de Impacto Show that you can see and review on the Idea YouTube channel.
NEUROBRANDING: TIPS ON COMMUNICATING AND CONNECTING BETTER WITH PEOPLE
If you want to better understand what Neurobranding is, how it came about, how it is being used by businesses, organizations, businesses and people be sure to watch the interview on the topic that aired on Idiea de Impacto Show and Interview.
Now that you have understood what Neuromarketing is and how it is being used, here are some tips to help you create a connection with people, communicate more effectively, and also bring elements so that you, your company, your business to be kept in the memory – and in the heart – of the people with whom you interact and who are important to your success:
1. THE EMOTIONAL SYSTEM COMMANDS OUR DECISIONS: Contrary to what many people imagine our decisions are not made based on our thinking or the “rational” part, but through the emotional and instinctive system that bases 90% of our decisions. The studies and techniques used in neurobranding are intended to connect with this system.
2. THE BRAIN IS SELFISH AND SELF-CENTERED: our brain controls most of the functions of our body and the most complex. This requires a lot of energy and our body’s main focus is to ensure our survival and well-being. So the most effective way is to talk to people, talk about what they need and want and not about you or the company – a very common mistake is to talk about the company, its products, what they do. It’s not to stop talking, and talk first to the potential client and then talk about it
3. USE CONTRATESTES AND THE 5 SENSES: use contrast to prevent dispersion. The information comes through the 5 senses and they need to be used in the process. Use colors, texts, languages that have contrasts. For example: before and after pictures, black and white, different sizes of text. The visual sense is responsible for 83% of the information we capture and retain. This is applied for a post on social networks, corporate presentations or any kind of information you share.
4. USE CONCRETE, TANGIBLE THINGS: The brain is constantly comparing the information recieved with what it knows and what is familiar. It can not process abstract concepts (E.g.: things like “an integrated approach”, “a flexible product”, “the product has scalable potential”). The key is to bring concreteness to facilitate understanding and fixation in memory (E.g.: a product for cellulite using a couch pircture divided into 2 parts, one with holes and the other flat and clean with the brand of the product on it making an association with the skin and improvement of cellulite)
5. BEGINNING AND END: We always have to have a beginning and ending of impact. Our brain is very reminiscent of the beginning and end of information. The brain works as if the “middle” were forgotten. So, include the most important content at the beginning and repeat that content by the end in a interective approach. And how do I involve people throughout story? By doing and using “sotry mini-cycles” throughout my presentation, information, as story “begin and end” capsules over and over, openning and closing stories when you are talking about sometihg, presenting, selling.
6. BRAIN IS A VISUAL ORGAN: vision is the most important sense regarding information and memory. Use an image, simple and short texts, do not pollute with information. Think like a children’s book lenguage where the picture is more important than the text. We have to simplify our communication to be more assertive. An example of what not to do are the tipical restaurant or pizzeria menus with several photos of various products. It is better to use few images and leave the texts shorter to help our brain and memory to work better and avoid our attention to disperse.
7. THE BRAIN IS EMOTIONAL: Emotional bombs create chemical reactions, neurotransmitters are activated by interfering positively in our ability to memorize. So a story (your, your company, your product, your service) can generate an emotion. And this emotion must be “comfortable” for the ones you are communication with – avoid using the “negative” side of emotion with aggressiveness or violence, after all we want to generate positive connections to ourselves, our business, our organization. A concrete example was the film produced by the Barretos Cancer Hospital (São Paulo, Brazil) to communicate the name change to “Hospital do Amor”
8. CREATE EXPERIENCES, CREATE MEMORIES: memory is a physical link between a “brand” (which can be a company, a business or a person) brought about by an experience. The more intense that experience is, the bigger are the chances to build memory. And memory helps the brain (and ourselves) to keep our brand alive in the minds . Create experiences of good service, attention, important and interesting content for the people with whom you connect with (off line and in the web). And that’s simpler than it sounds! It can be a better service, a gift, a treat or simply a more receptive and friendly way to approach someone. A story of may own experience, to give you an example: few weeks ago I went to a fast food worldwide chain to get food to take home and the way the attendant welcomed me with energy and happiness impressed so much that I called the manager and said that the boy have had an amazing work and need to be congratulated. So even in large companies and with “standards protocols” it is possible to differentiate and build good experiences.
Now it’s about putting your hands in the dough, communicating better, building bonds and building memories with your customers, suppliers, partners and all the people important to your professional and personal relationships.