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#5CMC: Presentatie Patsi Krakoff

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  • 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. (Content Marketing Institute Survey 2010)
  • 3. Dr. Patsi Krakoff, psycho-journalist  pkrakoff@gmail.com  WritingontheWeb.com  ContentMarketingwithBlogs.com  @PatsiBlogSquad  www.PatsisonFacebook.com  ContentforCoachesandConsultants.com
  • 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. 95% of decisions are made subconsciously
  • 6. The wrong questions to the wrong brain… • U.S. Market Research: $12+ billion asking consumers what they like and why they buy…
  • 7. People are irrational and unconscious  I am master of my own destiny
  • 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. 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. Marketing to the caveman’s brain…
  • 11. Same Brain, Different Day…
  • 12. Brain Scans – This is your brain on advertising
  • 13. Neuromarketing Instruments  fMRI:  EEG
  • 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. 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. 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. 3 Brains: Old, middle, new  New brain thinks  Mid brain feels  Old brain decides
  • 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. Female Content Marketing What do you wish you’d known at 13?
  • 20. What Women Want
  • 21. Male Content Marketing
  • 22. What Men Want
  • 23. What can you do for me?
  • 24. The Boomer Brain Is Buying…
  • 25. How do you reach the subconscious mind?
  • 26. The Secret Language of the Brain… 1.Visual 2. Self-centered, WIIFM, danger/ pleasure 3. Concrete, contrasting, tangible (likes stories)
  • 27. The Secret Language of the Brain… 4. Attracted to faces, eye contact 5. Emotional 6. Social
  • 28. Monkey See… Monkey Do Mirror Neurons
  • 29. Connect with Individuals  Sensory and emotional experiences through mirror neurons…
  • 30. The Frustrated Brain  Too many choices  Tasks that take too long  Clutter  Distractions  Long blocks of text
  • 31. What the brain can’t ignore 1. Novelty
  • 32. The Gecko, the Duck and the Bunny
  • 33. What the brain can’t ignore 2. Eye Contact
  • 34. Come fly with me…
  • 35. What the brain can’t ignore 3. Pleasure/ Rewards
  • 36. What content marketers can do • Entertain (stories) • Educate • Engage (emotions, personalities) • Enrich lives (save time, energy, money; create community)
  • 37. Content Marketing Focus 1. Community Focus 2. Personality 3. Core Beliefs 4. Stories
  • 38. Review: 3 Goals for Content Messages 1. Attention 2. Emotional engagement 3. Memory
  • 39. Review: 3 Ways to frustrate the brain 1. Task that take too long 2. Clutter 3. Distractions
  • 40. Review: 3 things the brain can’t ignore: 1. Novelty 2. Faces 3. Pleasure/ rewards
  • 41. The Language of the Subconscious Brain  Visuals  Self-centered  Contrasts, stories  Faces, eyes  Emotional  Social
  • 42. Your brain and marketing  Neurofocus.com  Salesbrain.net  Neurosense.co.uk  SensoryLogic.com  Emsense.com  Sandsresearch.com
  • 43. Content Marketing World 2011 www.contentmarketingworld.com
  • 44. The Brain Science of Content Marketing Dr. Patsi Krakoff www.WritingontheWeb.com www.ContentMarketinwithBlogs.com pkrakoff@gmail.com

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