#5CMC: Presentatie Patsi Krakoff

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#5CMC: Presentatie Patsi Krakoff

  1. 1. The Brain Science of Content Marketing What can we learn from neuromarketing studies for better content results? Dr. Patsi Krakoff www.WritingontheWeb.com
  2. 2. (Content Marketing Institute Survey 2010)
  3. 3. Dr. Patsi Krakoff, psycho-journalist  pkrakoff@gmail.com  WritingontheWeb.com  ContentMarketingwithBlogs.com  @PatsiBlogSquad  www.PatsisonFacebook.com  ContentforCoachesandConsultants.com
  4. 4. Neuromarketing  What do brain scans reveal?  3 ways to prime brain for action  3 ways to frustrate the brain  3 things brain can’t ignore  6 ways to talk to the brain…
  5. 5. 95% of decisions are made subconsciously
  6. 6. The wrong questions to the wrong brain… • U.S. Market Research: $12+ billion asking consumers what they like and why they buy…
  7. 7. People are irrational and unconscious  I am master of my own destiny
  8. 8. The Subconscious Mind Defined  Our 5 senses process 11 million pieces of information per second…  Only 40 of these enter our conscious awareness  ~ Timothy Wilson, Strangers to Ourselves
  9. 9. 2 Minds  Conscious  Aware of what we’re aware of  Thinks  Reasons  Slow  Reflective  Plans  Imagines future  Uses up energy  Subconscious  Alert without knowing it  Feeling  Instinctive  5 X More Rapid  Responsive  Habitual  Automatic  Conserves energy
  10. 10. Marketing to the caveman’s brain…
  11. 11. Same Brain, Different Day…
  12. 12. Brain Scans – This is your brain on advertising
  13. 13. Neuromarketing Instruments  fMRI:  EEG
  14. 14. How the brain and marketing works… Something grabs our attention… We react emotionally and physically We are driven to act … but first we have to remember where we saw it. Attention, emotions, & memory…
  15. 15. Emotions control the mind… “Evolution tends to favor action over thinking. That hasn’t changed. Emotion controls the mind as it did when humans first came on the scene. People react much more emotionally than companies dare to think. Purchasing decisions are never driven by logic alone. Emotion and narrative are key, they are the very structure of mind and of human nature.” ~ Dr. Bob Deutsch, cognitive anthropologist www.BrainSells.com
  16. 16. Your brain:  “Brain: an apparatus with which we think we think.” ~ Ambrose Beirce, author Occupies 2-3% of your body space A small organ of 1,500 cc Uses 20% of your body's energy supply of glucose Weighs 6 kilograms Contains 100 billion cells 1 million kilometers of interconnecting fiber
  17. 17. 3 Brains: Old, middle, new  New brain thinks  Mid brain feels  Old brain decides
  18. 18. Right, Left, Male, Female  Left hemisphere: language, logic, math  Right hemisphere: abstract concepts, art, music, creativity  Female brain has more neurons connecting two sides w/ Corpus Collosum  Men say 2,000 words/day  Women 7,000 words/day
  19. 19. Female Content Marketing What do you wish you’d known at 13?
  20. 20. What Women Want
  21. 21. Male Content Marketing
  22. 22. What Men Want
  23. 23. What can you do for me?
  24. 24. The Boomer Brain Is Buying…
  25. 25. How do you reach the subconscious mind?
  26. 26. The Secret Language of the Brain… 1.Visual 2. Self-centered, WIIFM, danger/ pleasure 3. Concrete, contrasting, tangible (likes stories)
  27. 27. The Secret Language of the Brain… 4. Attracted to faces, eye contact 5. Emotional 6. Social
  28. 28. Monkey See… Monkey Do Mirror Neurons
  29. 29. Connect with Individuals  Sensory and emotional experiences through mirror neurons…
  30. 30. The Frustrated Brain  Too many choices  Tasks that take too long  Clutter  Distractions  Long blocks of text
  31. 31. What the brain can’t ignore 1. Novelty
  32. 32. The Gecko, the Duck and the Bunny
  33. 33. What the brain can’t ignore 2. Eye Contact
  34. 34. Come fly with me…
  35. 35. What the brain can’t ignore 3. Pleasure/ Rewards
  36. 36. What content marketers can do • Entertain (stories) • Educate • Engage (emotions, personalities) • Enrich lives (save time, energy, money; create community)
  37. 37. Content Marketing Focus 1. Community Focus 2. Personality 3. Core Beliefs 4. Stories
  38. 38. Review: 3 Goals for Content Messages 1. Attention 2. Emotional engagement 3. Memory
  39. 39. Review: 3 Ways to frustrate the brain 1. Task that take too long 2. Clutter 3. Distractions
  40. 40. Review: 3 things the brain can’t ignore: 1. Novelty 2. Faces 3. Pleasure/ rewards
  41. 41. The Language of the Subconscious Brain  Visuals  Self-centered  Contrasts, stories  Faces, eyes  Emotional  Social
  42. 42. Your brain and marketing  Neurofocus.com  Salesbrain.net  Neurosense.co.uk  SensoryLogic.com  Emsense.com  Sandsresearch.com
  43. 43. Content Marketing World 2011 www.contentmarketingworld.com
  44. 44. The Brain Science of Content Marketing Dr. Patsi Krakoff www.WritingontheWeb.com www.ContentMarketinwithBlogs.com pkrakoff@gmail.com

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