9 tricks to sell more based on Neuromarketing

The human mind and its innumerable capacities have been the object of study for many years.. Various doctrines have tried to explain the incredible universe of the brain and, of course, the area of ​​marketing has not been left behind. What factors influence a person to opt for a brand, to what extent is the power of the ads decisive, which interferes with the shopping habits, how our brain reacts to different stimuli, are some of the questions that created the wonderful discipline of neuromarketing.

Neuromarketing is defined as the study of mental and behavioral processes in terms of people's buying habits. Their goal is to understand how human beings interact with a brand. That is, what are their motivations, desires, interests and causes to end up buying in one store or another. By studying and understanding this in depth, it becomes much easier to improve sales of a particular brand or product. Not only this, but it also offers new perspectives on consumer preferences, which amplify the results provided by market studies.

In today's article, we will analyze the field of neuromarketing in depth, highlighting what happens with brain activity when making a purchase, and pointing out the various tricks that exist to sell more based on this discipline. Stick around to find out everything brands know about our thoughts and behavior.

• We recommend you read: "Can marketing really change our preferences? The case of Pepsi vs. Coca Cola"

What happens in our brain before a purchase decision?

According to a study conducted in Australia that was published in the journal Scientific Reports, our conscious brain lives our choices with seconds of delay. That is, when analyzing the brain activity of the participants by means of a functional magnetic resonance, they found that the basic choices were made by his mind, 11 seconds before the people were aware of the same. They concluded that therefore, it is not reason that takes the reins when choosing, but emotions.

This finding suited marketers like a glove, since they use campaigns like those of Christmas, summer and winter sales, Black Friday knowing that we make decisions whose roots are in the emotions. It may be one of the reasons why impulse purchases skyrocket during these times. In addition, to all this we must add the effects of dopamine. A dopamine shot is pure adrenaline for our brain. With the release of this neurotransmitter, the reward circuit is activated that makes us feel pleasure and want to take actions to promote that pleasant state again. It is clear that this is exactly what happens when making a purchase.

Other research conducted in Ohio and published in the Proceedings of the National Academy of Sciences (PNAS) wanted to find out if the value of a product interferes in the decision making of the person. The researchers hypothesized that it must be more difficult to choose between two high-value options, but they found something else entirely.. Having two high-value items makes the decision easier but at the same time requires more effort to get it right.

In conclusion, it's harder for the human brain to tell the difference between two heavyweights than it is between light weights. As one of the authors of the study comments, when seeing a valuable item, the brain enters a high state of excitement and becomes much more involved in its decisions. These are some of the many studies that try to understand the brain function of the consumer in order to offer him some specific stimuli that lead him to make the purchase decision.

Tricks to sell more based on neuromarketing

These that you will find below are the most interesting tricks that neuromarketing experts use to get the most out of the behavioral responses of consumers:

1. Get stimulate all the senses

Neuromarketing aims to invoke the greatest number of senses in the presentation of a product since it is studied that it multiplies the options of being chosen. Before we mentioned that we let ourselves be guided more by our emotions when buying, therefore, people base many of their decisions on the stimuli they receive. Sensory neuromarketing promises to offer a complete experience and envelop the customer in sensations that have a positive impact, but above all, they are unforgettable.

2. the less the better

Simple things, without many alternatives, are the best option so as not to distract the brain and capture the attention of consumers. It is true that there must be options for the person to feel that they can choose, but neuromarketing knows that the options must be limited since the brain is saturated and the client may decide to go with another brand.

3. Play with the feeling of belonging

It is clear that we are social beings and we need to feel part of a group. Neuromarketing understands this and uses it to work on these types of concepts in its strategic definition and communication. After all, if you get a customer to feel a sense of belonging to your brand, you have achieved what everyone wants: a loyal customer.. It is important to reach the hearts and emotions of customers. As? Making them feel special and important.

4. What other users think matters a lot

Linked to the previous point, being social animals, we tend to repeat behaviors and actions that other people perform. Also, when we are about to buy a product and we see that another person has written a comment and it is good, the chances of success are multiplied significantly. It is important that the person feels identified with the profile of the testimonial, since when they see themselves reflected, the feeling of "all or none" increases, which favors a brand so much.

5. Do not use round numbers for prices

Round prices are not attractive to the consumer. It is known as the left digit effect. That is, customers do not usually look at the bottom part of the prices and instead focus exclusively on the left side. Therefore, we all know that 39.99 euros is basically the same as 40 euros, however, our brain sticks with “3” instead of “4”.

In this regard, an investigation published in the Journal of Consumer Research gave the answer to why irregular numbers seem more attractive to us. The authors affirmed that round prices (10 euros) make consumers activate their most emotional part and the purchase becomes more impulsive.. On the other hand, the irregular numbers (4.65 euros) trigger reasoning and people take their time to try to decide if it is a good price and therefore worth buying or No.

6. Importance of social identity

It is essential that the brand identifies with a social or collective group. The objective is to position itself in the mind of the person, therefore, every time you see a color, the logo or even think of some quality, the brand almost instantly comes to mind. Once again, it is a way to gain loyalty.

7. Opt for exclusivity

Offering exclusive products makes shoppers feel unique and special. Opting for scarcity can encourage the impulse to buy quickly or help decide the indecisive consumer. But, of course, you have to do it with your head and without going too far, because if the shortage becomes a shortage, the problem becomes big. and we started talking about a price hike on the missing products.

8. Use the two for one

Instead of offering one product, it is often much more effective to offer several products in one. This is because in the eyes of the buyer, it is less "painful". Although the final price ends up being the same, by offering it in a pack it seems that you are getting more product for less price and it is exactly what any consumer is looking for.

9. The more forms of payment, the better

By offering several forms of payment, you are making it easier for the consumer to buy and that is always a positive point. In addition, psychology experts say that paying with a card makes it seem less than it is and therefore does not bother consumers as much. The same is true when a customer has the option to finance a product. By separating the expense into months and reducing its price each month, the consumer's mind perceives it as less of a “pain”.