A few months ago I shared on Twitter that I was a few chapters into “The Buying Brain; Secrets for Selling to Subconscious Mind.” The book explores how the human brain makes subconscious decisions on brands, products, packaging and more.

The most important takeaway for marketers is that humans want to make purchases, but it’s a matter of communicating the correct messages to generate a response.

While most companies won’t be able to afford neurological testing on their products and services, there are numerous concepts that every business can use. Here are a few of my favorites:

Rethink how you define an audience

Every public relations and marketing strategy includes details about target markets (or what we call buyer personas). Demographics and psychographics will certainly be included.

But also consider that boomer brains are more resilient and don’t respond to “last chance” sales techniques. Or consider that new moms can sense if they’re being taken for a ride. Their instincts are heightened, so don’t try to pull a fast one.

The human brain will have different reactions during different stages of life, and PR professionals need to keep that in mind as they outline their ideal buyers and craft the campaign message.

Build a brand for the subconscious mind

It’s no secret that effective marketing and PR activities communicate the benefits of a product or service. The book’s research showed how much those benefits can speak to the subconscious mind.

Usage of a particular product communicates attributes about the person and the brand without having to speak a word. The research also shows that the benefits of a brand subconsciously addressed one of 11 traits. I’ve kept this page handy as we develop key messages for our clients.

Creating videos to please the brain

I’ve written about the importance of videos in previous posts, but I learned quite a bit from reading “The Buying Brain.”

In particular, how the brain reacts to videos on different size screens. Human faces are best received on larger screens like TV and internet, while mobile device screens are best used to communicate facts and figures.

This means you’ll probably have to create different versions of your videos for them to be effective across different mediums.

“The Buying Brain” is a great read if you’re interested in taking your campaign planning and execution to the next level.

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