Marketing for Survival:
Even though I was in marketing (and my company even wrote the book on marketing) and I knew all the tricks these marketers use, I was ‘impressed’.
A funny thing happens when I see an excellent ad for a product. I’m talking about the type of ad that fits my problem perfectly and goes straight to the “solution”.
It doesn’t matter what it is, it only matters how much it costs. When an Instagram ad or promotional email finds the right connection to what I’m going through, I jump into my wallet and type in my card details as fast as my fingers can move.
I like to call this response the result of my ‘lizard brain’ – it’s the part of my brain that thinks I’m still fighting for every bite and sees the next presentation as a real-life or death situation. It is the subconscious thought processes that direct my actions without my realizing it.
My brain is convinced that I need this new tea or this weighted blanket. It not only makes me feel better, but it also makes me feel better. At least that’s what my ‘lizard brain’ tells me.
I know that I am not alone or that no company can make money.
What do you think? Your brain sees certain products and services as ‘needs’ based on how messages are formulated.
It boils down to two things that always happen in the human brain: mine, yours, your customers, everyone.
2 Tips to Make Customers Buy
1.Survive and thrive
We will see what each of these meanings are, but the most important thing to remember is to assure the marketer that the publications are fast and consistent with these ideas. This is the only way to view success as a business.
Survive and thrive
Your brain’s main purpose is to keep you alive. It sounds obvious, but it is more subtle than you think.
The main way your brain protects itself (and you) is by deciding what information you need now and in the long run.
You see, your brain can expect many things at once, so if your ‘lizard brain’ finds unnecessary information or even conflicts with your survival and well-being, you cannot keep it.
So I personally don’t remember my trigonometry class, but I know how to get to the closest target in town. Trig did little to improve my survival, but when I snuck into the hallway of the house, I saved myself from various emotional disturbances. And if it’s not survival, I don’t know what it is.
If your brain didn’t have this mechanism, you’d be so distracted by the sense of equal weight that it couldn’t function as a human. You would never come to work in the morning because you explored the area where your coffee was grown.
The second thing your customers’ brains are always trying to do is to save calories. And no, this is not an understatement for anything else.
Think and process, your brain consumes 600 to 800 calories every day. And the more you charge your brain, the more energy it needs and the more calories it burns.
That’s why you get so tired when you spend a long day learning, strategizing, or writing an important piece. You may have sat down, but practiced.
But all the calories your brain uses to think? Well, your muscles really need it when, all of a sudden, you have to run in front of a lion. And our subconscious is very concerned about the lion’s surprise attacks.
So, if you are using a lot of mental energy and thinking about things that are not so important (remember the survival component we just talked about?), You are wasting the calories your body needs to survive. Your brain solves the problem by leaving you, paying attention, and putting you in reverie mode.
Daydreaming or outsourcing are survival mechanisms. That’s how your brain saves energy, because the less energy you spend on things that don’t matter, the more you save by running for your life, for example.
It may seem like a great excuse to lose information at a team meeting, but it’s actually a call to action for your marketers.
Final overview and 3 bonus tips
If you think about the marketing that generated the most action, you will probably find that you did exactly what Donald Miller said. They linked their product or service to their survival and made it clear that their brains were no longer paying attention.
And while it may seem very simple in theory, it can be much more difficult to work on your own business. That’s why we have some tips from Donald’s lab that can help you.
• Create an activity and use it anywhere. This would be a specific message line used in your marketing that covers all of the points above.
• Use the elements of the story to better engage your audience. The human brain connects to the story in a wonderful way, so by including some kind of story in your marketing, you can get the audience’s attention. And if this sounds familiar to you, it is because it is the complete basis of Donald Miller’s StoryBrand method.
• Write your marketing message and cut it in half. We all think our words are important, but you can usually say the same thing in half-space. Then break the red pin and start cutting and slicing. Your customers will thank you.
The faster your messages interact with your customers’ customers, the better your marketing will be.