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Emotional Marketing – Creating Lasting Memories

You remember the day you got married, the moment when you held your child for the first time, your first kiss, the place where you were on 9/11, and the funeral of a loved one. Some memories last a lifetime, while others fade away fast. Emotion is what makes the difference.

Emotional Marketing Neuromarketing

The memory part of the brain is an integral part of the emotional brain. The Hippocampus, our memory center, is only one synapse away from the Amygdala, which is the gatekeeper of our emotions. When a message or an event triggers strong emotions, we remember them much more clearly and for a much longer time.

From Neuroscience research, we know that memory and emotion are closely connected.

During this Coronavirus epidemic, the last thing that customers care about is what you sell. However, if your company’s marketing message reduces their fears and keeps them calm, it can catch their attention and create a positive emotional connection. There is a good chance that they will remember your brand and your message for a long time.

Emotions Change Our Perceptions and Buying Behavior

In a study at the University of Virginia, researchers asked subjects to look down from a 2-story balcony. Half of the subjects had a history of fear of heights; the other half did not. Subjects were asked to estimate the height of the balcony. Those who were afraid of heights gave much higher estimates. Their perceptions were altered by their existing fears.

Emotional Sales Marketing Neuromarketing

The Coronavirus pandemic has generated a great deal of fear. Fear of becoming ill and getting in close contact with others is causing people to avoid making purchases. Many businesses are struggling. Social distancing rules have even forced businesses to shut down. People who are afraid tend to overestimate risks. How can companies get their marketing messages through when emotions run high?

Our Selfish Brains Keep Us Alive

During this global pandemic, there is no shortage of soliciting emails or discount offers from businesses, desperately trying to sell something. When fears are rampant, our brains go into high-alert mode and only pay attention our own survival needs. The brain is a very selfish organ. It filters out all messages that don’t need our immediate attention.

Selfish Brain Neuromarketing

When depressing news is coming out from all fronts about the Coronavirus, consumers are hesitant in making buying decisions, unless they are absolutely necessary. If no one wants to buy, can businesses that rely on consumer spending survive?

Reduce Fears and Anxieties to Increase Trust

Some businesses have found ways to restore confidence and improve sales by making their customers feel more secure.

Dr. Terry Wu is a renowned Neuroscientist who understands the relationship of the brain to consumer decision-making. His TED talk on Neuromarketing will give you insights into how emotions affect consumer decisions.

When you understand the emotional triggers that can slow down your business, you can apply Neuromarketing principles to compensate. Finding creative ways to serve your customers well during a crisis makes the experience more memorable. For smart business leaders who understand emotional marketing, a crisis can present an opportunity to make your company stand out in a highly competitive field.

Neuro Sales Keynote Speaker – Most sales trainers and speakers teach you how to sell, but not why the brain buys. In his keynotes and workshops, Dr. Wu explains how the brain makes unconscious decisions when it comes to buying. He teaches sales techniques powered by Neuroscience, Psychology and Economics.
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