Applying Neuropsychological Principle Into Strategic Marketing Strategy

By Dr Leow Chee Seng, Certi�ed Professional Marketer (Asia)Council member of Institute of Marketing Malaysia

However, in marketing, I would describe the brain as the new brain that processes rational data, the middle brain that feels in order to process emotions and gut feelings and �nally the old brain that decides by taking account the input from the other two brains. As a successful marketing, we have to learn how speak the new language to motivate and inspire our old brain.

There are six stimuli that speak to the old brain that would be able to do decision. First principle is self-centered. Our old brain is responsive to anything pertaining to self. You should focus 100% of your mes-sage as a seller on your audient, not on you. Remem-ber, your audience must hear what you can do for them before they will pay kind of attention to you.

The second stimuli to your old brain include showing to the old brain the contrast such as before/after, risky/safe, with/without or slow/fast. In general, the greater the e�ect of contrast, the higher chance it triggers a decision.

Old brain needs tangible input. Remember, our brain always scan for what is familiar and friendly, concrete and immutable and recognization. When designing prospectus or writing up, avoid using “a �exible solu-tion”, “an integrated approach” or “scalable architec-ture”. You may improve the writing up my writing, “more money”, “unbreakable” or even “reusable”!

e are exposed to more than thousands of sales messages daily. Each message tends to prove to us their product innovation and various

di�erentiations in order to win the market. The strate-gic advantage marketing strategies are applied in di�erent products. Hence, selling in fact is becoming tougher than ever.

Now, consumer behaviourists discover that there is a need to learn what neuroscience has uncovered that will immediately increase your selling and create purchase behaviour.

Marketing through neuropsychological principle focuses on the highly e�ective techniques to help you deliver powerful, unique, and memorable presenta-tions that will have a major, lasting impact on poten-tial buyers.

With applying neuropsychological principle market-ing strategy, we pressed the “buy buttons” and rapidly deliver convincing sales presentations, shorten your sales cycle, close more deals, create e�ective market-ing strategy and radically improve your ability to in�u-enced others. As the result, you are able to boost your revenue and pro�ts.

According to neuroanatomy, brain lies in the cranial cavity and is continuous with the spinal cord. The brain is conventionally divided into three major division cerebellum, cerebrum and midbrain.

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SELF CENTERED

OPENING AND FINALESVISUALEMOTION

CONTRASTTANGIBLE INPUT

The Six Stimulus

-looks what is in between. Such a short attention span has huge implications on how you as a seller could deliver your message. Hence, when a marketer is doing a presentation, they must place the most important content at the beginning and it is repeated at the end.

points.

Our old brain is visual. Our brain responses to visual forty times faster than the auditory stimulus. However, human cannot rely on the speed at which the new brain processes information, we are hardwired to make decisions that are mostly based on visual input. By visual stimuli, you ensure that you tap into the processing bias that the brain has developed over thousands of years.

Our decision is triggered by emotion. Emotion creates electrochemical responses in our brains. These reac-tions directly impact the way we process and memo-rize information. If the customers cannot easily remember your message, how can you expect them to choose your product?

Remember the six stimuli are universal and thus are

sales does well to develop his or her recipe for success with these key ingredients in mind.

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