All language subtitles for 1,4,Neuroscience of decision making

Hello and welcome.

So in this course we're going to be

looking at neuroscience and decision
making and how that plays a critical role

in your lead generation efforts.

So in other words, how we can apply brain

science or in order to improve your lead
generation results.

So the 1st place we want to start is with
the human brain.

So understanding how powerful the human
brain will reveal why this is so

effective in driving results for lead
generation.

So the human brain contains approximately
100 billion neurons, very powerful.

In fact, it's up to 30 times as powerful
as the world's most powerful

supercomputer. So with the human brain being that

powerful, it behooves any marketer to
understand as much as possible about the

brain, right?
And to figure out how to incorporate

those learnings.
Into your marketing so that it can be

more effective, so that it can drive
people to action more powerfully.

However, the big problem is that people
are just not that rational.

So the human brain is incredibly powerful
as we've seen.

Yet the challenge is how do you tap into
it effectively in your marketing, your

lead generation efforts, and your
conversion optimization if people just

are so irrational in their behavior?
So this is what we're going to look at.

The first place you want to start.

Is the subconscious.

So why is that?
Why do we want to start the subconscious?

We all think that we're so rational,
right?

We think that we're in full control.

We go to a website and we feel like we're

in control of where we're clicking, where
we're looking, what we're doing on the

site. Yet the reality is a little different.

So our brains process 11 million bits of
sensory information on a subconscious

level every single second of every single
day.

So 11 million bits, right?
Compare that with our conscious minds,

which handle only about 40 to 50 bits per
second.

So 11 million versus 40 to 50.

And so you can see right there, we are

creatures of the subconscious.

We live in the subconscious.

The vast majority of our information
intake, the vast majority of our.

Thinking is done on a subconscious level,
and therefore our actions are also driven

by the subconscious.

In fact, Harvard Business School

professor Gerald Zaltman has stated that
95 % of buying decisions are made by the

subconscious mind.
And so as a marketer, if you're not

focused on tapping into the subconscious,
connecting with people on a subconscious

level, you're clearly not going to
maximize your results.

So how do we do this?
How do we tap into the subconscious?

And that's what we're going to walk
through in this course.

The first step is you want to evoke
emotions in your audience.

This is a very powerful step in
connecting with people on a subconscious

level. Now, the neuroscientist Antonio Damasio

ran studies of people who had damage to
the part of the brain that triggers

emotions. In other words, these people were fully

functioning adults.
They could go about their day, they could

have jobs, all of that.

However, they could not feel anything.

They couldn't feel angry, they couldn't
feel sad.

How they couldn't feel happy.

They just didn't have that capacity due

to the damage in that part of their brain
and what he found was without the ability

to have emotions.

They found it incredibly difficult to

make any kind of a decision, certainly a
purchase decision, being one of those,

because they would waffle endlessly
should they go with option A, should they

go with option B, and they would just go
back and forth and back and forth because

they couldn't feel strongly enough about
either option.

So purchase decisions really are based on
emotions, right?

Think about your website, think about
your marketing materials.

Think about your landing pages.

If they are not evoking an emotional

response, you're going to make it.

Physically and mentally difficult for

your audience to do business with you, to
make those decisions that turn into

conversions that turn into new customers.

Now emotional marketing has been looked

at through many different studies now in
the book brand immortality by Hamish

Pringle and Peter Field.

In a study that they documented it was

found that emotional ads as that evoked
an emotional response in the audience

were twice as effective as.

Ads that did not.

Nielsen Consumer Neuroscience ran a study
where in looking at 100 ads across 25

brands, it was revealed that the ads with
the best emotional response generated a

23 % lift in sales.

So you can see this translates into the

bottom line, it translates into actual
lead generation, it translates into

actual sales, translates into new
customers, new revenue.

It's very powerful.

So let's see it in action.

A very good example of this is Apple.

And they do this now.

They they've done it for decades and
decades.

Think back to Steve Jobs and when he came
back to Apple and I think that they were,

they were about 90 days away from
bankruptcy when he came back and he

launched the think different campaign,
one of the most iconic campaigns in

American marketing history and.

What does this campaign do?

Think different.

Does it explain why Apple's products are

so good?
Does it explain their pricing?

Does it explain their technology?
That their technology is superior to the

competition?
No so what does it do?

The only thing it does is evoke an
emotional response, and that's what

Apple's been doing ever since why?
Because it is so darn effective.

So think back to when Apple launched the
Apple Store.

At that time comp USA was the eight
hundred pound gorilla in the computer

retail space and everyone thought that
Apple was crazy, that it would never

work. They didn't.

They hardly had any products.

I think they have four products at the

time when they launched.

And you know, comp USA had three floors

or four different floors full just chock
full of products, you know, overflowing

off the off the tables.

Now Apple made their stores and

experience right it was all about getting
you to feel something to feel a

connection with Apple.

So they were trying to evoke emotions out

of you.

Whereas comp USA, all they wanted to do

was try and sell you because something
was 10 % off or 20 % off or 30 % off.

They were constantly, constantly,
constantly running these types of sales.

The other way that they would try and get
you is they would explain the technical

makeup of each computer.

So what's the CPU speed what?

What's the RAM in the computer, the hard
disk space.

And they would literally, literally have
these cards next to each computer and

that was how they tried to sell you.

Each card would detail these technical

specs. So trying a very rational sale.

So obviously comp USA had a massive head
start over Apple in the in the.

Offline brick and mortar retail space for
computers.

Yet the Apple Store went on to become the
fastest growing retail chain in history

again with only a few products in the
store.

Comp USA, which had probably a thousand
times more products, went bankrupt.

So very clearly, evoking emotions wins,
right?

Evoking emotions is much more powerful
than trying to rationalize with your

audience exactly why your product is so
great, why your technology is so great,

why they should be purchasing your
product.

And you might be asking, OK, well, you
know, that probably works in BC, but no

way does it work in B to B, because we
all know that people are much more

rational when it comes to purchase
decisions with B2B But I'm here to tell

you that that's not the case.

It is just as effective in B2B as it is

in BC.
I mean, after all, the people who

purchase BB are human beings.

They're the same exact people who are

making purchases in BC.

There's no difference.

And there are many studies to prove this.

So Google and the corporate executive

Board CEB ran a study where they found
that B brands achieved twice the impact

with the target audience when using
emotional marketing instead of trying to

connect with them, say through content or
more rational means.

So twice the impact even with B2B So
remember, hey, remember that the study

that was documented in the book Brandon
Immortality in the BBC space, they found

that emotional marketing was twice as
effective.

Here, Google and CB find it on the B2B
side as well, equally twice as effective.

So there's no difference.

A great example of this is Intel.

So Intel produces technology that is
ridiculously complex, right?

It would be very difficult for anyone at
Intel to explain, to, say, the layperson

coming to the website, exactly what all
of their technology does and to have them

understand it immediately, right?
And So what does Intel do?

They tap into your emotions.

They connect with you on an emotional

level. So what do they do here?

The future of business built on Intel.

We know the future because we're building

it. Explore innovations that are helping

businesses become smarter, faster, and
more connected than ever.

This has nothing to do with their
technology, right?

It's all about evoking emotions.

Very powerful.

Another fantastic example of this is HP.

And I want to show you this example

because you know, you might be thinking
that with emotional marketing, you always

be, you always need to be evoking a happy
emotion in someone.

You need to be making them pumped up and
thrilled and excited and happy.

But that's not necessarily the case.

It's going to be a different emotion

depending on your audience, depending on
the situation, depending on what you're

trying to sell, depending on the problem
that they're trying to solve.

And so here I want to show you.

Now you can also in certain cases for

certain products and certain audiences,
you can tap into, for example, the

emotion of fear.

So with HP that they ran a campaign based

on print security and this has been going
on for years now.

So it's been a very successful campaign
for them where they're there.

They're pointing out that many companies,
if not most companies, do not really look

at their printers and their printing
networks as a cyber security threat.

You know, everyone knows to look at your
computers and your laptops and your cell

phones and to, you know, have your
security team have very heavy hand in

applying security to protect your
networks.

But oftentimes your printers are left
very vulnerable, and HP wanted to tap

into this market.

And so you can see here, how do they

message this?
Nothing is safe if your printers aren't

HP secure.
Defend your network with world's most

secure printing.
As the Fixer says, adapt or be dinner.

And so this campaign is all about a wolf
essentially getting into your network and

stealing a lot of your secrets.

And what they did was they created a

whole documentary series.

Or it looks like a documentary series,

obviously is produced by HP, but you can
see here an example of a.

Promotion for one of the videos in this
series, The Wolf the hunt, continues.

And you know, it's very much like a
Hollywood movie.

And it gets you very excited and very
scared in the process as the wolf takes

advantage of all the vulnerabilities in
this company's printer network.

Through the years HP has embellished and
gone on and on to produce a whole series

of videos.
So not just relying on one touch point,

but many touch points to go deeper and
deeper into emotional marketing and it

all ties back into driving conversions.

It's not just all fun and games, it is

driving conversions.
So they have many different conversion

events in their website.

So here for example, you can get an

analysis to see whether your print.

System, the way it's constructed today is

vulnerable or whether you're well
protected.

So you take the survey, you take the
assessment, you get the results that they

talk about, the wolf sniffing around in
here, keeping the momentum of the wolf

messaging going from the documentary into
their conversion process.

And then if you want to unlock the full
report, obviously you have to hand over

your contact information.

And in other pages in this whole

ecosystem that they've built supporting
this campaign, you can see here the

messaging continues to focus on emotional
marketing, so 78 % of companies don't

monitor their printers for security
threats.

Again, they're not so focused on
hammering you with technical detail after

technical detail.

They still want to.

Strive for connecting with you on a more
emotional basis.

They drive you to the ultimate to a
ultimate landing page here.

And again, they continue the emotional
marketing.

So 27 % of organizations experience an
external printer security threat last

year, right?
Just 30 % think printers are at high risk

for security threat breach.

It's time to get serious about securing

your printers.
And so they keep it all very high level.

They keep it all on an emotional level
even when it's down to the breath, down

to the stage where they're looking for
you to enter your contact information

into the actual fields and submit a form.

Ok, so hopefully you can see how powerful

emotional marketing is in connecting with
your audience on a subconscious level.

How else can you connect with them on a
subconscious level?

Well, let's look at visual marketing.

So 60000 thousand, times right?

The human brain processes visual 60000
thousand times faster than text.

It's not 6000 times faster, we're saying
60000 thousand times faster.

So we are our brains are really built for
consumption of visual information.

In fact, 50 % of the neurons in your
brain are dedicated to vision.

That's how much we are creatures that
really lean towards visual information

and prefer visual information and
remember visual information much longer

and much more readily.

So an interesting story.

In the book brain rolls by John Medina.

Was where he was talking about how a

group of neuroscientists brought 54 of
the world's best wine tasters to the

epicenter of wine country in the entire
world, Bordeaux, France, and they have 54

of them there.

And they handed each of these 54 wine

tasters a glass of white wine.

However, before they hand it off the

glass, they secretly dropped in odorless
red dye to make it look like red wine.

Now, for anyone who knows, wine circles
the way that someone would describe.

A red wine is very different than the way
that they would describe a white wine.

The vocabulary, the actual words
themselves are different.

So what these neuroscientists did was
they asked each of these wine tasters to

explain the wine that they were drinking.

And through the vocabulary would be very

clear whether they were talking about red
wine or white wine and out of 54 the

world's best, the world's most
sophisticated wine drinkers.

Not one of them, not one of them, saw
through the red dot.

They all thought that they were drinking
red wine.

And that's how powerful vision is to your
marketing as well.

And so if you want to drive more leads,
you also have to make your marketing as

visual as possible.

There's something called the pictorial

superiority effect PSE, and what that
says is the more visual the input to your

brain, the more likely it is to be
recognized and recalled.

So for example, video is very powerful,
right?

Or an infographic, very powerful.

It could be a report with lots of

pictures, lots of photographs of people's
faces.

That can be very powerful.

So it's going to be different depending

on the situation, depending on the
medium, you know, whether you're at a

trade show booth or whether you're on a
website trying to get someone to convert.

Obviously very different situations.

But the point here is that our brains.

Are really attuned to the visual, and the
more that you can make visual, the more

that they're going to recognize what
you're trying to communicate to them, and

later it'll be easier for them to recall.

Color also plays a very important role in

visual marketing.

So color increases brand recognition by

80 %.
And you can see this very clearly time

and time again.

Let you know, just look at Starbucks,

right?
So if I just showed you this screen for

half a second and if I took away the
Starbucks logo, you would still know

Starbucks, right?
Your brain will automatically register.

This is Starbucks immediately.

You associate the green with Starbucks

now, same exact product.

There's really, you know, very little.

Difference between the products, you
know, you have dunkin Donuts also selling

coffee and they're orange and they're
pink.

And so again, if I only showed you this
slide for a second and I took away the

logo, you would very clearly see, you
would very clearly recognize that it's

dunkin, donuts it's not.

Starbucks and so again, our brains are

very finely precision tuned to
recognizing colors and associating it

with brands.
It's so powerful that Virgin Atlantic

actually had lipstick for his
stewardesses on its flights and its brand

colors. Ok, so now we looked at emotional

marketing. We looked at visual marketing to tap into

subconscious of your audience.

How else can we make our lead generation

more effective by connecting with the
subconscious of your audience?

Well, we want to extract the voice of the
customer.

We want to go inside your audience's head
and understand what they're thinking, how

they're thinking, and how they're
articulating their thoughts.

We want to go beyond that.

Who to understand the why.

So it's one thing to have personas and
all of that and understand, you know,

your target is 35 years old or 45 years
old or 55 years old.

Is it is a female is a male.

Are they in a city?

Are they in a rural area?
Fine, fine, fine.

But what's more important than any of
that, what's much more powerful and more

effective than any of that is going
beyond The Who to understand why are they

on your website?
Why are they there?

What are they trying to do?
Why are they taking the customer journey

that they're taking and the way that
that?

To extract that voice of the customer is
you can conduct surveys and those can be

industry wide.
Those can be surveys that are on your

website in the moment in context.

You can conduct polls, you can conduct

one-on-one interviews or group
interviews.

One-on-one we find to be much more
effective.

But certainly customer interviews are
incredibly effective.

Behavioral analytics provides you with
deep insights into the digital body

language of your site visitors and
understanding not only which pages are

they on, but what's the actual experience
that they're having on those pages.

Session recordings?
Understanding whether your site visitors

are flowing through your site and
navigating through your site very

seamlessly, very easily, or whether
they're getting frustrated at any point.

Social listening is also a fantastic way
to understand how your audience.

Feeling chat bots another fantastic way,
very efficient, very cost effective

living with the tribe, so.

What that is for example you know if you

if you go into the environment that your
customer is in and you spend time with

them in their environment to observe and
to learn from them.

For example.

If you look at Procter and Gamble that

they do this all the time.

So for instance for tide, the laundry

detergent, you know they might send
researchers into homes that opt into this

program to simply observe.

People doing their laundry and just

seeing, you know, when they're doing
their laundry, how they're doing the

laundry, how easy is the process, where
are any frustrations that maybe even the

person doing the laundry is not even
recognizing.

So that's living with the tribe.

So how do you gain value once you have

those, once you have that information,
then how do you make value out of it?

How do you gain value from it?
How do you gain insights from it?

Well, you want to apply it to your
website messaging that.

That's a no brainer and it's very
effective if you can do that.

In any of the copywriting in your
marketing, whether it's on your website

or whether it's in your social media,
whether it's in your brochures or data

sheets, what wherever it is, headings and
sub headings on your web pages, title

tags and meta descriptions that appear in
search engine results, calls to action on

the page and stories which we'll get into
a little later.

The stories are also very effective in
when you're trying to gain value from the

voice of the customer insights.

So to that, let's talk about stories.

So stories actually changed the brains
chemistry.

They're very powerful.

In fact.

We're 22 times more likely to remember
information when it's been wrapped in a

story. Then when it's siloed, you know, off by

itself in a vacuum, 22 times more likely
to remember the information.

So you can see that the power of
storytelling and storytelling is just

part of this way of once you have the
voice of the customer information, how

can you apply it to increase your lead
generation results?

Ok, another way to connect with your
audience more directly and engage them

more deeply.
Subconscious level is cognitive fluency.

So Google ran a study of website design
years ago where they were trying to

figure out how quickly the human brain
deciphers a website and figures out

whether it's professionally designed,
whether they like the site or not,

whether they trust the site or not.

And you might think, OK, well probably

doesn't take too long.

Maybe, you know, 5 seconds or so, or

some. Some of you might be thinking maybe 2

seconds. But it's actually much faster than that.

So what Google founder the site visitors
judge a website within 50 milliseconds.

So it's practically no time at all,
right?

It's almost instantaneous where someone
comes to your website and they are all

ready. Decided as to whether your site is

professional, whether it's reliable,
whether they want to dig deeper, whether

they are going to trust you or not.

It's before they read all your case

studies, before they read all your
testimonials.

And so if you want to connect with them
on a subconscious level, just keep your

site very easy to understand.

That is the key.

You want to keep it simple, easy.

The easier it is for them to process

information into their brain.

The more that they will physically enjoy

the process and that translates into
liking your brand physically.

So when the brain is able to process
information quickly and easily, they land

on your website, they decipher the
information, they figure out who you are,

what you're offering, what's in for them,
the benefits, how you're different, all

of that great stuff.

They're physically happier.

It's an amazing phenomenon that occurs,
and that's the end goal is.

Providing them with the brand experience,
that's very positive.

Good example of this is the website of
the dashboard reporting company Dash this

so they provide marketing dashboards and
other types of dashboards for companies

to visualize information and to make
better use of information.

So all your marketing data in one
automated report.

Get 10 dashboards for 15 days.

Try it free.

Don't worry we don't need your credit
card info.

All super simple, super easy to
understand you understand it immediately.

There are very few words.

On the page there's even some social

proof off on the side.

They're one of the 500 fastest growing

companies in Canada.

And also if you dig deeper, what I like

about this in terms of high cognitive
fluency for the audience is dash this

forward. Then they give you different options.

So one would be what are you looking to
report?

Is it marketing reporting, is it at CEO
reporting, is it Google Analytics

reporting?
Or you can also self segment yourself by

business type.
So that would be, you know, are you a

marketing?
Agency are you on the brand side on a

marketing team or are you an executive?
Are you a nonprofit?

And so you can segment your brand
experience, your website experience

through your business type as well?
And I think that's a really fantastic way

to increase cognitive fluency.

And then even on their money page, right?

This is where they need you to sign up
for the free trial.

Super easy to understand.

They're not asking you for much

information at all.

Just, you know, set up your account

immediately. Email Password.

They don't even need your name, right?
And they don't need your credit card

information. They make it all very clear and very

easy. It's immediately understandable, and it's

not only understandable, but it's super
easy to execute on that understanding as

well. Another way to connect with people on a

subconscious level is through trust.

This is one of the most important things

that we can be doing with our audiences.

So why is it that you know you want to

sitcom on TV and they always have canned
laughter?

It's the weirdest thing.

You know?

I'm sure that all of you or the vast
majority of you can't stand canned

laughter. You know you prefer not to have it.

I prefer not to have it.

And The funny thing is that TV executives

prefer not to have it.

However, why do they consistently year

after year after year?
Implement canned laughter.

Include canned laughter in their programs
and the reason is because they have found

that through canned laughter you are
going to laugh louder and you're going to

laugh longer.

That's right, with canned laughter,

you're going to laugh louder and longer
than if they don't include the canned

laughter. Now why is this?

It's because the human brain is seeking
social proof.

In other words, this human brain is
seeking approval for an action, and so

the human brain is looking for proof that
it's OK to laugh.

And once the brain recognizes, oh OK,
it's OK to laugh, it just naturally will

let loose a little bit more.

So Robert Cialdini, this is and that's a

story from Robert Cialdini's book
influence the psychology of persuasion.

And Chandini points to social proof as
being one of the very most effective and

powerful ways to persuade people and
influence them towards specific actions.

So think of how can you apply social
proof in your website in order to drive

higher conversions and increase your lead
generation results.

So Basecamp software.

Company does a great job with this.

Last year alone, Base camp helped over
285,000 thousand companies finished more

than two million projects.

That's fantastic social proof.

Even more effective is when they get more
specific instead of rounding all their

numbers, say 2000000 you know they're
saying just last week 8050 companies got

started with base camp three.

So specificity also helps them building

trust combined with the social so.

We've looked at various ways of

connecting with your audience on a
subconscious level in order to improve

your lead generation.

We've looked at emotional marketing,

we've looked at visual marketing, we've
looked at cognitive fluency.

We've looked at building trust.

Hopefully, this has been very helpful for

you. Hopefully, you'll be able to apply this

immediately in improving your lead
generation results.

What I'd like to also offer you as well
is a free chapter to my book, rethink

your marketing 7 strategies to unleash
revenue growth.

And if you like the information that I've
been conveying to you in this course, I

think that you'll really enjoy the book
as well.

There's actually an entire chapter just
dedicated to Nora marketing and how you

can tap into and.

By brain science to your marketing to

make it more effective and really what
the entire book is about is how can you

apply lateral thinking to your marketing
for massively better results.

So we're not just talking about
incremental gains, we're talking about

massive leaps in growth in revenue in
customers, in lead generation.

And so I do invite you to download the
free chapter rethink your marketing dot

com slash free chapter.

And finally. Want to give you a quiz?

I want to see what you've retained from
the course and hopefully this will help

you in making use of it and applying it
to your own marketing.

So the first question.

Think how is your website evoking

emotions?
How is your website evoking emotions?

Very important next.

What are three ways to make your website

more visual?
Remember, 50 % of the brain's neurons are

dedicated to vision.

Very powerful. What are all the ways

you're extracting and making use of voice
of the customer?

So remember we said that you can apply
that to your website messaging, to your

title tags and meta descriptions, to your
CTA language, to your stories on and on

and on.
Can be very powerful when you apply voice

of the customer, thinking and
articulation of language to your website

and all of your marketing.

And how do you incorporate storytelling

into your market?
Is your website easy to understand?

It's easy to navigate?
Is it easy for them to achieve their

objectives when they land on your site?
In what ways are you building trust with

your site visitors in your website?
So I want you to take the quiz, answer

the questions and apply all of these
principles to your website, to your lead

generation and I wish you the best of
luck.

Thank you.