Why your brain buys stuff it doesn't need by Jamie Turner

Why Your Brain Buys Stuff it Doesn’t Need

Jamie Turner, Founder of 60 Second Marketer, CNN Contributor and Author of Go Mobile and How to Make Money with Social Media

Let’s Get to Know One Another

I’ve written a few books

I get on TV sometimes

And I’ve helped a few clients you

may have heard of

But the thing I love to do most is to help people like you

SELL MORE STUFF

Let’s Talk About Your Customer’s Brain

Secret #1: Your customers go through six distinct

stages before making a purchase.

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive Stage

Affective Stage

Behavioral Stage

Source: Lavidge and Steiner

Secret #2: The Brain is Addicted to Dopamine

Novelty is one of the most powerful tools marketers can use to generate dopamine in the human brain.

NEW! Version 2.0!

Secret #3: People buy for emotional reasons and

then rationalize their purchase with logic

[Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons]

Secret #4: People have subconscious reasons

for preferring one brand over another

Secret #4: People have subconscious reasons

for preferring one brand over another

Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.

THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN

PURCHASING BEHAVIOR.

Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain

Female Brain Male Brain

Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain

Female Brain Male Brain

Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain

Female Brain Male Brain

Secret #6: As much as 95% of human thought happens in the subconscious mind

Secret #7: Colors have meaning and can impact your conversion rates.

Source: JuanMarketing.com

Source: JuanMarketing.com

Secret #8: Your customers fall into one of

four categories

Four types of business customer

1.Price-Oriented Customers: Price is everything

Four types of business customer

1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will

respond to arguments about lower total cost or more dependable supply or service.

Four types of business customer

1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will

respond to arguments about lower total cost or more dependable supply or service.

3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.

Four types of business customer

1.Price-Oriented Customers: Price is everything2.Solutions-Oriented Customers: They want low prices but will

respond to arguments about lower total cost or more dependable supply or service.

3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.

4.Gold-Standard Customers: They want the best performance in terms of product quality, assistance, reliable delivery, and so on.

Four types of business customer

Secret #9: There are 9 questions you should ask before you launch your next marketing

automation campaign

9 Marketing Automation Questions

1. Who buys our product or service?9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?6. What are the key places that prospects get information about our product or

service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?6. What are the key places that prospects get information about our product or

service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)

7. How do your prospects and customers currently perceive our product?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?6. What are the key places that prospects get information about our product or

service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)

7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?

9 Marketing Automation Questions

1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for

purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?6. What are the key places that prospects get information about our product or

service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)

7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?9. How do personal or demographic factors influence the purchase decision?

9 Marketing Automation Questions

Secret #10: We take in 11 million bits of information per second, but the brain can only process 40 bits per second.

words

Secret #11:

Your customer’s eyes gravitate to certain

• Free • Now • You • Save • Money • Easy • Guarantee

• Health • Results • New • Love • Discovery • Proven • Safety

How to put all of this to work

Ranking of B2B Marketing Channels

Discovery of Need

Awareness of Options

Consideration of Alternatives Conversion Relationship Retention

Traditionally, a prospect is converted to a client, then a relationship is established.

Prospect Journey

Discovery of Need

Awareness of Options

Consideration of Alternatives Conversion RetentionRelationship

But today, more companies are building a relationship first, then converting them to clients.

Prospect Journey

Email Marketing and Marketing Automation

Key points to remember

Jamie.Turner@60SecondMarketer.com PH: +1-678-313-3472