Neuromarketing is an extremely interesting idea if you enjoy thinking about how people think. I’m being a little cheeky here but there are some psychological concepts in the decision-making process that can help us frame our presentations and communications in ways that are more appealing to most of your audience. There are always the outliers, of course, but these suggestions work for most people.
Neuromarketing Tips You Can Use Today
Less is Less
Most people have a tendency when trying to raise money or get people to join the chamber to point out the percentage of people who are doing something. If what you’re saying is “Hey Company B, did you know 95% of our business community is part of the chamber?”, great. Share away.
However, if the number is not impressive like if you’re ever tempted to say “Only 5% of our businesses are members. Imagine what we could do with 50-60%.”, don’t. People want to be part of the “in-crowd” don’t ever paint your chamber as something only a small percentage of people are doing. It won’t win over members. That concept only works when limiting quantities and making it an exclusive opportunity. Some chambers have attempted this sales method but think about the limitations you’ll face selling membership like a country club does.
Instead, play up the interaction and participation. People always want to sit at the “popular table.”
Fear of Getting Left Out
Neuromarketing targets the oldest, least developed parts of our brains; the impulse center, sometimes referred to as reptilian brain or the area that controls wants and fears. Companies using neuromarketing often figure out what keeps their audience up at night and then develops campaigns around that.
While you may not feel comfortable selling fear, a very easy appeal (and one that won’t give anyone nightmares) is pointing out scarcity and appealing to your members’ fear of being left out. If you’re selling event tickets or directory ads or anything, use scarcity. E-commerce sites do it all the time when they tell you they have limited quantities or they show you an amount left in stock.
It drives a quick decision. If you don’t act now, you’ll get left out.
Frank talked about this one in his book, The Seven Secret Laws of Society. When you give someone something, they feel indebted to you. This can be seen in an action as simple as a waitress comping you a drink or giving you a mint at the end of your meal. You feel obligated to provide a higher tip. (There was actually a study done on whether candy increases tips and guess what? It does.)
We are always espousing the need for good content and acting as a resource for SEO purposes but it also works to create a sense of obligation. People come to your site, download materials for free that are worth something to them and now they feel obligated to you.
If you want to learn more about neuromarketing check out this article on Forbes.
A must read for all Chamber Professionals...