#5cmc: presentatie patsi krakoff

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

pkrakoff@gmail.com

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

Content Marketing World 2011www.contentmarketingworld.com

The Brain Science of Content

Marketing

Dr. Patsi Krakoff

www.WritingontheWeb.com

www.ContentMarketinwithBlogs.com

pkrakoff@gmail.com