Marketers have long moved on from years of splurging on bus stop bench advertising and expensive events sponsorship deals to simply promote their brand. Nowadays, the marketing norm is to spend as little as possible while still achieving impressive results. With this incredibly challenging situation in their hands, what should marketers do? The answer lies in one word: Neuromarketing.

In utilizing creative neuromarketing hacks and incorporating these techniques into your campaign, you are bound to come up with remarkably effective ways of spending your marketing dollars. Basically, the goal of this strategy is to figure out how your target audience's brain works and determine the triggers that would result in more leads and conversions as well as boost sales.

What is Neuromarketing?

Neuromarketing is the result of combining marketing efforts and neuroscience concepts. This strategy involves the use of technology, such as brain imaging and brain scanning. Through the observation of brain activity, neuromarketers determine the responses of their subjects on particular marketing elements like packaging and advertising.

This technique is such a hit among marketers because it gets rid of the guess-work involved in the creation and development of successful marketing campaigns. In a nutshell, neuromarketing helps in stimulating the parts of the brain that would prompt people to subconsciously gravitate towards your services or products. While neuromarketing began around the 1990s, this strategy has attracted a lot of attention recently and is perceived as a key tool for marketing success in the years to follow. Below are some neuromarketing hacks that every marketer might want to consider for more effective campaigns.

Incorporate a Human Component

Taking the place of outdated brand messaging is authentic branding, which is a popular neuromarketing hack. By adding a "human" factor in your branding, you set apart your message among the millions of corporate-sounding companies out today. Adding a face (or even several faces) to your company name makes it more relatable and authentic to customers.

Incorporating a "human" touch in your marketing strategies makes your brand more reachable and accessible to your consumers. It establishes a connection with your target audience - one that no logo or any other image could match. Simply put, featuring faces of people in your content inspires trust among your customers.

Leverage the "Scarcity Effect"

Human beings are interesting creatures. Generally, we have the tendency to want something more when we know that there is less supply of it. The more "limited" the product or service, the more tantalizing it becomes. This curious phenomenon is called the "scarcity effect" - and it's a widely used neuromarketing hack as well.

Marketing efforts that leverage the scarcity effect aim to turn an ordinary shopping experience into a thrilling and stimulating one simply by appealing to the primal desire of human beings to covet items they deem as limited. The power of this neuromarketing technique lies in the ability of the marketers to turn any common product or service into a "must-have" commodity.

The scarcity effect does not end in the shopping experience as well. Even after the customers purchase the product or avail of the service, the thought of having a "rare" commodity would make them value it even more. That is, these items would always have a "special" place in your consumers' minds.

A lot of huge companies have been successfully employing this neuromarketing technique. For example, Amazon has mastered the art of the "limited time offer." Customers of Jeff Bezos' company have been observed to actively shop more when they see the countdown timer on the page.

Other companies apply the scarcity effect by indicating that specific items are soon to be sold out. They write prompts like "Only two left in stock!" Meanwhile, some companies turn the products or services into must-have by attaching labels like "Exclusive" and "Collectable."

Press the Pain Buttons

One of the most eye-opening discoveries in neuromarketing is the idea that consumers respond more to pain than pleasure. This is because convention dictates that marketers must always highlight the benefits and features of availing a service or buying a product. However, neuromarketing reveals that customers pay more attention to things that might hurt them over those that would bring them delight when it comes to purchasing decisions.

In fact, experts in neuromarketing disclose that the response of the brain when it comes to avoiding pain is three times stronger than its reaction to seeking pleasure. This means that marketers should focus more on showing how their product or service could alleviate pain instead of sharing the pleasures their target audience can get from these commodities.

Work with Colors to Provoke Emotion

Using color has a transformative effect on the brains of your customers. This is why using colors is a great way to direct the audience to feel what you want your product or service to convey. The key point to unlock in this neuromarketing hack is to determine what specific emotion or vibe you want to achieve. Based on this, you can easily incorporate the best color to use in the content.

Every color communicates a certain emotion to your target customers. For instance, purple is generally perceived as unique and edgy. Red is bold, exciting, and adventurous; while blue typically associated with cleanliness, honesty, and sincerity. Freshness and being organic are usually thought of when customers see green. Meanwhile, yellow or orange depicts hope and optimism.

The design aspects of your brand would benefit greatly if you fully comprehend and appreciate how to incorporate colors into your messaging. Knowing the emotion it would elicit from your customers would go a long way especially in terms of motivating them to avail of your services or purchase your products.

The Takeaway

Neuromarketing is a powerful tool specifically when it comes to establishing trust, connecting with your customers, and even boosting your sales. Successfully branding or packaging your company could not only convert visitors into leads, it could also earn you lifelong consumers loyal to your name. However, more and more neuromarketing techniques are being discovered every day.

Published on: Jan 18, 2018
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.