http:/

1. FEATURES
Applying Neuropsychological Principle Into
Strategic Marketing Strategy
SELF CENTERED
CONTRAST
TANGIBLE INPUT
OPENING AND FINALES
VISUAL
EMOTION
By Dr Leow Chee Seng,
Certified Professional Marketer (Asia)
Council member of Institute of Marketing Malaysia
W
e are exposed to more than thousands of sales However, in marketing, I would describe the brain as
messages daily. Each message tends to prove the new brain that processes rational data, the middle
to us their product innovation and various brain that feels in order to process emotions and gut
differentiations in order to win the market. The strate- feelings and finally the old brain that decides by
gic advantage marketing strategies are applied in taking account the input from the other two brains. As
different products. Hence, selling in fact is becoming a successful marketing, we have to learn how speak
tougher than ever. the new language to motivate and inspire our old
brain.
Now, consumer behaviourists discover that there is a
need to learn what neuroscience has uncovered that There are six stimuli that speak to the old brain that
will immediately increase your selling and create would be able to do decision. First principle is self-
purchase behaviour. centered. Our old brain is responsive to anything
pertaining to self. You should focus 100% of your mes-
Marketing through neuropsychological principle sage as a seller on your audient, not on you. Remem-
focuses on the highly effective techniques to help you ber, your audience must hear what you can do for
deliver powerful, unique, and memorable presenta- them before they will pay kind of attention to you.
tions that will have a major, lasting impact on poten-
The Six Stimulus
tial buyers.
The second stimuli to your old brain include showing
With applying neuropsychological principle market- to the old brain the contrast such as before/after,
ing strategy, we pressed the “buy buttons” and rapidly risky/safe, with/without or slow/fast. In general, the
deliver convincing sales presentations, shorten your greater the effect of contrast, the higher chance it
sales cycle, close more deals, create effective market- triggers a decision.
ing strategy and radically improve your ability to influ-
enced others. As the result, you are able to boost your Old brain needs tangible input. Remember, our brain
revenue and profits. always scan for what is familiar and friendly, concrete
and immutable and recognization. When designing
According to neuroanatomy, brain lies in the cranial prospectus or writing up, avoid using “a flexible solu-
cavity and is continuous with the spinal cord. The tion”, “an integrated approach” or “scalable architec-
brain is conventionally divided into three major ture”. You may improve the writing up my writing,
division cerebellum, cerebrum and midbrain. “more money”, “unbreakable” or even “reusable”!
30

2. FEATURES
-
looks what is in between. Such a short attention span
has huge implications on how you as a seller could
deliver your message. Hence, when a marketer is doing
a presentation, they must place the most important
content at the beginning and it is repeated at the end.
points.
Our old brain is visual. Our brain responses to visual
forty times faster than the auditory stimulus. However,
human cannot rely on the speed at which the new
brain processes information, we are hardwired to
make decisions that are mostly based on visual input.
By visual stimuli, you ensure that you tap into the
processing bias that the brain has developed over
thousands of years.
Our decision is triggered by emotion. Emotion creates
electrochemical responses in our brains. These reac-
tions directly impact the way we process and memo-
rize information. If the customers cannot easily
remember your message, how can you expect them to
choose your product?
Remember the six stimuli are universal and thus are
sales does well to develop his or her recipe for success
with these key ingredients in mind.
31