Marketing inside your brain

By Dr. Alla Ignashchenkova, Neuroscience and behavioral sciences, University of Tuebingen, Germany

How will you be the market leader? What is the best marketing and advertising strategy to convince your customer that your product is the best and your service is outstanding?

When aiming a successful business we rely on available knowledge of what our customers need, want and expect from our product. How do we know what our customers want? Do customers themselves know what they really want? Do we understand how the decision of choosing one service over another works? Where is this bell inside customers’ head that rings to prompt them to buy our product and how do we make that bell ring?

We have to look inside our customers’ brains and establish direct communication with this unique powerful machine that defines who we are and what we do. Neuroscience is a discipline that aims to understand how our brain is operating. Decoding the ongoing processes of perception, attention and decision-making inside our brain is a task that neuroscience is dealing with and in the past 50 years we progressed a lot in understanding mechanisms of brain interaction with the environment. These processes are mainly happening very quickly and often without our awareness. A decision to choose this or that product is made by our brain automatically and only after the process is completed we logically justify our choice. Indeed, our brain is always justifying the decision made and rewarding itself for this decision. This is our nature. An important question that any businessman should ask himself is how to influence these automatic processes inside the brain. Direct communication with this automatic system will lead your customer to choose you and only you over others.

If you learn what neuroscience discovered about perception, attention and decision-making you will have a unique tool to master your business-customer interaction. Any message that you deliver is reaching our brain through the sensory organs – eyes, ears, nose, skin and taste. However not all information will be perceived and processed by the brain. Only the message that is

Dra. Alla Ignashchenkova

A Dra. Alla Ignashchenkova é neurocientista de Tuebingen, Alemanha. Por mais de 25 anos desenvolveu a sua investigação na área das Ciências Cognitivas e Comportamentais focada nos mecanismos neuronais da percepção visual e da atenção. Seus projetos de pesquisa foram realizados em colaboração com as principais universidades da UE, Reino Unido e Japão. Desde 2017, Dra. Alla Ignashchenkova fornece consultoria de negócios e coaching na área de neuromarketing para empresas internacionais da África, Ásia, Europa e América Latina. Ela é uma palestrante reconhecida em reuniões internacionais falando sobre a aplicação de conhecimentos de ponta no campo da neurociência e pesquisa do cérebro para alcançar o sucesso pessoal e profissional.

chosen by our attention will reach our mind, the rest will be filtered out and silenced. Neuroscience knows how to tune the attention filter so that the information about your product will be heard, seen and remembered, in other words – processed by the brain. Neuroscience knows how to transform perception into action and how to make our brain generate a repetitive pattern of behaviour to make your customer go for your product again and again. Neuroscience understands how to click the decision button and how to bias the decision towards something favourable for you.

It seems easy to ask your customers what they want and get a response. The tricky thing is this response in fact is just a justification of the internal automatic processes that have been already completed inside your customer’s brain. If you want to be the first and the main product that customers choose, you should understand these processes. Those of us who are missing this knowledge will be left behind and lose the competition for customer’s attention.

Nowadays our world is overloaded with information flow. A victory in the battle for the customers’ attention is the key to your business success. Neuroscience knowledge gives you a “magic weapon”, which in fact is fully based on neuroscience scientific research. It will always put you a step ahead of competitors on the market. Communicating directly with customers’ brains, interpreting brain signals instead of relying on questionnaires’ responses is the most effective and modern way to success in your business. Making marketing inside your customer’s brain means to use tools and knowledge of neuroscience. This is neuromarketing that will make your business outstanding and bring you ultimate success.

Linkedin: Ignashchekova Facebook: @alla.ignashchenkova.7 Instagram: @alla_ignash

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