NeuroMarketing: Marketing To The Old Brain

Neuromarketing and the work that Patrick Renvoise and Christopher Morin are doing is fascinating as it links marketing to neuroscience - the study of the brain.

I will be writing a review of their book, "NeuroMarketing: Understanding the Buy Buttons in Your Customer's Brain" on my Business Book Review blog soon but I am discovered about finding this webinar video.

I very much see NeuroMarketing as the link between the tested direct response marketing and the brand building style of marketing you see from the huge consumer products companies.

You may have heard that people buy emotionally and then justify emotionally.

There is truth in that but Neuromarketing talks about the three levels of the brain:

• The logical brain
   
  
• The emotional brain
   
  
• The old brain

The stuff I've read in the past that delved into the psychology of buying hasn't distinguished between the second and third - the emotional brain and the old brain.

In fact it was the MD of the PROBIZ accountants network Feisal Nahaboo who introduced me to the concept of the old brain or lower brain and how through its fight or flight mechanism it caused people to jump away from marketing because of the perceived threat.

Neuromarketing is more about hitting the buying triggers and getting people to buy and it is the old brain which is key.   

The basic idea remains the same - decisions are made unconsciously and are then rationalised consciously..

I won't explain much more because the video from Christophe Morin does it for me as it takes you through the ideas.

    

Neuromarketing makes a lot of sense to me and if you are interested in marketing psychology and tapping into the buying buttons or triggers, you need to watch this video although you'll want to then buy the Neuromarketing book (affiliate link).

The book goes into more details than the video but this video also includes some new stuff about Neuromarketing.

I guess that's because this is such a new area of study that can move forward quickly.

Did you notice Christophe Morin's title?

Chief Pain Officer - but it's not as scary as it sounds.

Just a reminder that moving away from pain and problems is often a bigger motivator than moving towards some gain because it creates stronger empathy (when done in a nurturing way) and gets the customer's emotions raised to a higher level.

Neuromarketing Book Review

To find out what I think of the Neuromarketing book, see my Business Book Review blog

Neuromarketing by Patrick Renvoise and Christopher Morin

Disclosure - I am an affiliate for Amazon and if you buy after clicking through from one of my links, I will be paid a small commission.

Comments

[Paul]

Christopher Morin, co-author of Neuromarketing is a member of the League Of Extraordinary Minds.

This is the brain trust brought together by Jay Abraham and Rich Schefren which is offering a lot of free training for six weeks starting October 29 2009

See http://businesscoaching.typepad.com/the_business_coaching_blo/2009/05/league-of-extraordinary-minds.html