So, What is Reptilian Brain Marketing? How it can help to grow your Business?
You must want to know why people choose one product over the other, the secret is revealed here. In marketing, understanding how consumers make decisions is crucial for crafting effective strategies.
Traditional methods, like surveys and focus groups, often miss the mark because they rely on what people say rather than what they truly feel. Recent research by Harvard professor Gerald Zaltman reveals that a staggering 95% of purchasing decisions are influenced by the subconscious mind.
To create marketing campaigns that resonate deeply with your audience, it’s essential to tap into the reptilian brain—the part of the brain responsible for basic instincts and subconscious drives. Here’s how you can apply this knowledge practically to enhance your marketing efforts.
1. Focus on Basic Instincts
The reptilian brain, which includes the brainstem and cerebellum, governs fundamental instincts such as survival and reproduction. To make your product appealing, align it with these basic instincts.
For instance, if you’re marketing a health food product, emphasize its benefits for overall well-being and vitality, appealing to the instinct for self-preservation and health. Highlight how the product can contribute to a healthier lifestyle, which taps into the basic instinct of maintaining one’s health.
2. Go Beyond Traditional Research
Traditional market research methods often prompt people to use their cerebral cortex, which deals with logic and reason. To uncover deeper, subconscious preferences, consider alternative research methods.
For example, conduct in-depth interviews where participants first discuss the product logically, then share personal stories, and finally reflect on their subconscious feelings. This multi-layered approach helps reveal the emotional and instinctual drivers behind consumer behavior.
3. Utilize Emotional Appeals
The limbic system, responsible for emotions, significantly impacts decision-making. When creating marketing campaigns, focus on forging emotional connections rather than merely listing product features.
For example, if you’re promoting a travel destination, emphasize the emotional experiences and memories that visitors can create, such as family bonding or personal adventure. Engaging with emotions rather than just presenting facts can lead to a stronger connection with your audience.
4. Uncover the “Code”
The “Code” represents the deeper, unconscious meaning people attach to a product or brand. To discover this, use nontraditional research techniques. Organize focus groups where participants engage in discussions, storytelling, and reflection on their subconscious feelings about the product.
This approach can help you understand the emotional and instinctual drivers behind consumer behavior, enabling you to craft more resonant marketing messages.
5. Learn from Case Studies
Analyzing successful and unsuccessful marketing campaigns can provide valuable insights into how they connect with the reptilian brain. For instance, Chrysler’s PT Cruiser succeeded because its unique design aligned with deeper consumer preferences, while New Coke failed because it ignored the emotional connection people had with the original Coca-Cola. Use these insights to inform your strategies, avoiding common pitfalls and leveraging successful approaches.
6. Design Products with Emotional Resonance
Product design should encompass more than functionality; it should also include emotional appeal. Consider how your product can evoke feelings or fulfill deeper desires.
For example, Apple’s iPod was successful not only for its technological features but also for its sleek design and user experience that resonated with consumers’ desires for innovation and style. Ensure that your product design aligns with the emotional needs and instincts of your target audience.
7. Craft Compelling Advertising
Effective advertising taps into the reptilian brain by appealing to basic instincts and emotions. Create ads that evoke strong emotional responses or align with subconscious desires. Taco Bell’s marketing for its 99-cent menu, for instance, worked well because it addressed the basic need for affordable, satisfying food.
Similarly, Red Bull’s slogan “gives you wings” appeals to the desire for energy and excitement. Craft ads that resonate emotionally with your audience to enhance their connection with your brand.
8. Apply Emotional and Instinctual Insights
Utilize insights into consumer instincts to refine your marketing strategies. Focus on crafting campaigns that address the emotional and instinctual drivers of your audience.
For example, if marketing a family-oriented product, emphasize themes of togetherness and shared experiences. For luxury items, highlight exclusivity and status. Align your marketing messages with the emotional and instinctual triggers of your target audience to achieve a more profound impact.
9. Adapt and Test Strategies
Marketing strategies should be flexible and adaptable. Continuously test different approaches to determine what resonates best with your audience. Use A/B testing to compare how various emotional appeals or instinctual triggers perform.
For example, test different ad variations focusing on aspects like safety, prestige, or convenience to identify which one is more effective.
10. Integrate Insights Across Channels
Ensure that your understanding of consumer instincts is consistent across all marketing channels. Whether using social media, email marketing, or traditional advertising, maintain a unified message that taps into the same emotional and instinctual triggers. This cohesive approach reinforces your brand’s appeal and strengthens the connection with your audience.
Conclusion
Marketing successfully involves more than just highlighting product features; it requires a deep understanding of the subconscious drivers behind consumer decisions. Gerald Zaltman’s research underscores the importance of emotions in purchasing behavior, revealing that subconscious factors influence most decisions.
Use these insights by designing emotionally resonant products, crafting compelling ads, and applying a unified approach across all marketing channels. Understanding subconscious drivers allows you to connect with consumers on a deeper level, enhance brand loyalty, and drive more successful marketing outcomes. Embrace these strategies to refine your approach and achieve greater impact in your marketing efforts.
So, how much did you like Reptilian Brain Marketing and how to you are going to use it now… think
References and Resources
https://www.sciencedirect.com/topics/medicine-and-dentistry/triune-brain
https://explorerresearch.com/the-reptilian-brain/
https://www.psychologytoday.com/us/blog/managing-your-memory/201712/don-t-listen-your-lizard-brain
Pdf:- neuromarketing
