Great Polymath Project | Neuromarketing | Day 7

 "You are not going to be able to remember all these interactions. We have a limited capacity. Our brain has a limited capacity."

 

Our brain has a limited capacity

• let's do something else
• let's go and only analyze those interactions that mean something
• those interaction that matters 
• I am only going to remember those
• This is what our brain thinks when we see an advertisement or scene
  

The 9 Pillars of Digital Persuasion

• Human Mind
• How Mind works
• What influences our mind
• before someone takes out money to pay for a product
• they need to buy it in their mind
• Decision Process
• Human Motivators
• what motivates people to act
  
• Pains (Audience pain points)
  
• Mental Triggers
  
• Objections
• opposite of mental triggers
• what blocks a person to act on a trigger
  
• How text influence mind
• Persuasion Techniques
• Result Analysis
  

 

The Flow of consumer behavior

• Internal influences
• Biological reactions
• fear driven
• territorial
• loss aversion
  
• Habits
• gym rats are more likely to be attracted to a health brand
  
• Senses
• attracted to a perfume shop in a mall
• ambience sound in a restaurant
• Netflix trademark sound
  

  Netflix's "ta-dum" audio logo

  
  

• Emotions
• we react better to things that raise emotions
• not just happiness, but sadness or anger
   
• Hormones
• more likely to buy certain food in rainy season
  
• Perceptions
• image of a company
• how people see your brand
  
• Lifestyle
   
• External influences
• Marketing actions
• movies, ads, billboards, social media
  
• Culture
• sub-culture
• Starbucks selling different menu in different countries
  
• Social groups
• IT employees
• Doctors
• working women
• Parents, etc
  
• Family structure 
• Income
• rich
• middle-class

 

Human Brain

• Brain can be broadly divided into 3 layers
• Reptilian
• self preservation
• eating, rest, reproductions, metabolism automatic actions
  
• control automatic actions
• it's reductionist; it's lazy
  
• tries to exert as little effort as possible
• only focused on important
• YT shorts more popular than full-length videos
• bold characters attract attention
• highlight the right things
• fears change
• difficult products will be ignored
• Amazon 1-click buy
  
• Mammalian 
• emotions
• main area with which we should communicate
•  
  
• Neocortex
• intellectual mind
• think, decide
  

Decision Process

• We seek pleasure
• shopping gives pleasure
• recreation gives pleasure
• being right gives pleasure
  
• We set expectations
• Imagine yourself watching a movie
• you brain continuously sets expectations
• now the hero will fight back
• she should have said no
• your brain sets expectations of what's upcoming 
  
• Actions are driven by expectations
  
• If your expectations are met
• you feel pleasure
•