Interestingly, the part of the brain most responsible for making buying decisions isn't the part that thinks logically. We make the majority of our decisions using what is commonly referred to as the "reptilian brain." This part of the brain is programmed for survival. It's perpetually evaluating choices based on the least possible harm to itself. Even when it's deciding whether or not to buy a product from you, it's performing a cost/benefit analysis.
When you understand this truth about your customers (and the human brain), you can use it to guide your advertisements and how you frame your business to your audience.
How perceived 'costs' impact
customer buying patternsLet's say you've just sent a direct mailer where people can sign up and receive a free book. Even though you're not asking for money in exchange for your book, you want to keep the 'cost' as low as possible. If you ask for too much unnecessary information, your customers will regard this as a cost. Even if you mark most of the fields optional, a shocking number of people will just ignore the offer.
To minimize this perceived cost, minimize the amount of information you ask in return for your offer. Remember that you can always learn more about potential leads in later interactions, so only ask for the bare minimum of information at this initial stage.
This same sort of thinking should also impact how you frame sales and deals. Use each interaction to demonstrate that doing business with you will provide maximum reward for minimum cost.
Framing the benefitsIn addition to its desire to minimize costs, the reptilian brain also wants to maximize benefits. It responds best to images, emotion, and concrete examples of benefits.
When you set out to describe the benefits of working with your company, make sure your claims are completely clear. Articulate exactly how working with your company can benefit your customers and why your company is superior to the competition. This means providing evidence and proof you offer immediate satisfaction for your customers.
The brain is a fascinating structure. Although many people think of it as a single entity, there are actually different parts that respond best to different ideas. Despite the desire of most people to be logical shoppers, they actually make their choices largely based on cost/benefit analysis. Use this tendency in your marketing and witness firsthand the power of this part of the brain.
To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing needs through print communications please visit www.printingartspress.com.