#5cmc: presentatie patsi krakoff
Post on 18-Oct-2014
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The Brain Science of
Content Marketing
What can we learn from
neuromarketing studies for
better content results?
Dr. Patsi Krakoff
www.WritingontheWeb.com
(Content Marketing Institute Survey 2010)
Dr. Patsi Krakoff, psycho-journalist
WritingontheWeb.com
ContentMarketingwithBlogs.com
@PatsiBlogSquad
www.PatsisonFacebook.com ContentforCoachesandConsultants.com
Neuromarketing
What do brain scans
reveal?
3 ways to prime brain for
action
3 ways to frustrate the
brain
3 things brain can’t
ignore
6 ways to talk to the
brain…
95% of decisions are made subconsciously
The wrong questions to the wrong
brain…
• U.S. Market Research: $12+ billion
asking consumers what they like and
why they buy…
People are irrational and unconscious
I am master of my own destiny
The Subconscious Mind Defined
Our 5 senses process 11 million pieces of
information per second…
Only 40 of these enter our conscious awareness ~ Timothy Wilson, Strangers to Ourselves
2 Minds
Conscious
Aware of what we’re
aware of
Thinks
Reasons
Slow
Reflective
Plans
Imagines future
Uses up energy
Subconscious
Alert without knowing
it
Feeling
Instinctive
5 X More Rapid
Responsive
Habitual
Automatic
Conserves energy
Marketing to the caveman’s brain…
Same Brain, Different Day…
Brain Scans –This is your brain on advertising
Neuromarketing Instruments
fMRI: EEG
How the brain and marketing works…
Something grabs our attention…
We react emotionally and physically
We are driven to act
… but first we have to remember
where we saw it.
Attention, emotions, & memory…
Emotions control the mind…
“Evolution tends to favor action over thinking. That
hasn’t changed. Emotion controls the mind as it did
when humans first came on the scene.
People react much more emotionally than companies
dare to think. Purchasing decisions are never driven
by logic alone.
Emotion and narrative are key, they are the very
structure of mind and of human nature.”
~ Dr. Bob Deutsch, cognitive anthropologist
www.BrainSells.com
Your brain:
“Brain: an apparatus with
which we think we think.”
~ Ambrose Beirce, authorOccupies 2-3% of your
body space
A small organ of 1,500 cc
Uses 20% of your body's
energy supply of glucose
Weighs 6 kilograms
Contains 100 billion cells
1 million kilometers of
interconnecting fiber
3 Brains: Old, middle, new
New brain thinks
Mid brain feels
Old brain decides
Right, Left, Male, Female
Left hemisphere:language, logic, math
Right hemisphere:abstract concepts, art,
music, creativity
Female brain has more
neurons connecting two sides
w/ Corpus Collosum
Men say 2,000 words/day
Women 7,000 words/day
Female Content Marketing
What do you wish you’d known at 13?
What Women Want
Male Content Marketing
What Men Want
What can you do for me?
The Boomer Brain Is Buying…
How do you reach the subconscious mind?
The Secret Language of the Brain…
1.Visual
2. Self-centered, WIIFM,
danger/ pleasure
3. Concrete, contrasting,
tangible (likes stories)
The Secret Language of the Brain…
4. Attracted to faces,
eye contact
5. Emotional
6. Social
Monkey See…
Monkey Do Mirror Neurons
Connect with Individuals
Sensory and emotional experiences through
mirror neurons…
The Frustrated Brain
Too many choices
Tasks that take too
long
Clutter
Distractions
Long blocks of text
What the brain can’t ignore
1. Novelty
The Gecko, the Duck and the Bunny
What the brain can’t ignore
2. Eye Contact
Come fly with me…
What the brain can’t ignore
3. Pleasure/ Rewards
What content marketers can do
• Entertain (stories)
• Educate
• Engage (emotions,
personalities)
• Enrich lives (save time,
energy, money; create
community)
Content Marketing Focus
1. Community Focus
2. Personality
3. Core Beliefs
4. Stories
Review: 3 Goals for Content Messages
1. Attention
2. Emotional engagement
3. Memory
Review: 3 Ways to frustrate the brain
1. Task that take too long
2. Clutter
3. Distractions
Review: 3 things the brain can’t ignore:
1. Novelty
2. Faces
3. Pleasure/ rewards
The Language of the Subconscious Brain
Visuals
Self-centered
Contrasts, stories
Faces, eyes
Emotional
Social
Your brain and marketing
Neurofocus.com
Salesbrain.net
Neurosense.co.uk
SensoryLogic.com
Emsense.com
Sandsresearch.com
The Brain Science of Content
Marketing
Dr. Patsi Krakoff
www.WritingontheWeb.com
www.ContentMarketinwithBlogs.com