Neuroscientists agree that 70-95% of people make decisions unconsciously and then give themselves a “logical explanation” for their decision within fractions of a second. Therefore, when we ask about it, we get very often wrong explanations. Because people don't even know why they decided for or against the new product.
Often it was just a "feeling" and individuals cannot explain it rationally at all. Perhaps this also explains why over 80% of new products, despite market analysis, fail in the long run with customers.
We already know pretty well what drives and triggers people, so that we can "influence" subtly and almost unnoticed. For example, if someone is enthusiastic about a product or restaurant and tells their best friends about it, we talk about manipulation.
The word “manipulation” usually has a negative connotation for us, especially when it comes to advertising. However, advertising works above all when the goods are skillfully presented and the price justifiable. If you are completely convinced of your product or service, you should of course also ensure that potential customers find out about it and benefit from it
Presentation is important
Colors, images and texts should arouse emotions and avoid confusion and irritation. It starts with the design of the website and runs through all communication. Unfortunately, all too often, you are preoccupied with yourself and your own business to focus clearly your customers’ needs and wants. And not just in terms of written communication, such as advertising flyers, brochures, or the website. Anyone who still operates “content media” on social media today experiences that their reach collapses due to a lack of interaction with the customer.
Not only "content media", but also "social media" is in demand, since it is not the PR articles of a company that are liked or commented on, but the opinions, stories and work attitudes of the entrepreneur or employee: in other words, authentic and honest communication.
Listening is key
Even when communicating orally, with consultants or salespeople, one is not always fully aware of the effect of language. If you have to teach executives to “actively listen,” it shows that there has apparently been no real interest in the other person up to now. Because above all they are interested in getting their marketing and sales message across and forget to respond to customer requests in doing so.
The goal is to turn the customer into a fan, and to do this you have to leave the level of “usual” marketing. Neither numbers, nor data, facts or pepped up texts move people, but emotions, stories and a look behind the scenes in an absolutely authentic and transparent way: e.g., an entrepreneur happily telling why the company came into being, what drives him personally and what challenges him, attracts people who share the same meanings and values.
On the other hand, the transparency on the Internet also means that companies that specify something in communication (mission statement, code of conduct, sustainability report) that they do not adhere to in everyday life are punished very quickly. This can ruin a long-built reputation in just a few lines on Twitter.
Take the customer seriously and think carefully about what the customer really wants, what he may be afraid of, and what the perfect solution to his problem could look like.
Authenticity and transparency are crucial
If you proceed in a practice-oriented manner and would like to implement findings from neuromarketing and psychology, that have been collected in recent years in your own company, that is nowadays easily possible for small and medium-sized companies too.
Communication must change or run into a brick wall! Today's customer wants to find out more about a company and its employees. Companies that do not recognize these signs of the times will have massive problems in the future in recruiting new, good employees – not to mention losing customers.
Customers, demands and transparency change very quickly. The question is, which companies can withstand the pace of this change and realign and adapt quickly enough? Because this is not about processes, but about communication - ultimately about people.
By Daniela La Marca