Why Your Brain Buys
Stuff it Doesn’t Need
Jamie Turner, Founder of 60 Second Marketer, CNN Contributor and
Author of Go Mobile and How to Make Money with Social Media

Let’s Get to Know One Another

I’ve written a few books

I get on TV sometimes

And I’ve helped a
few clients you
may have heard of

But the thing I love to do most is to help people like you
SELL MORE STUFF

Let’s Talk About Your
Customer’s Brain

Secret #1:
Your customers go
through six distinct
stages before making
a purchase.

Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive Stage
Affective Stage
Behavioral Stage
Source: Lavidge and Steiner

Secret #2:
The Brain is
Addicted to
Dopamine

Novelty is one of the most powerful tools marketers can use to
generate dopamine in the human brain.
NEW! Version
2.0!

Secret #3:
People buy for emotional reasons and
then rationalize their purchase with logic

[Despite what Porsche buyers will tell you, nobody
actually buys a Porsche for logical reasons]

Secret #4:
People have subconscious reasons
for preferring one brand over another

Secret #4:
People have subconscious reasons
for preferring one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.

THE STUDY HIGHLIGHTED
THE IMPORTANCE A
BRAND PLAYS IN
PURCHASING BEHAVIOR.

Secret #5: The Female Brain Has 25% More Connections Between Right
and Left Hemispheres than the Male Brain
Female Brain Male Brain

Secret #5: The Female Brain Has 25% More Connections Between Right
and Left Hemispheres than the Male Brain
Female Brain Male Brain

Secret #5: The Female Brain Has 25% More Connections Between Right
and Left Hemispheres than the Male Brain
Female Brain Male Brain

Secret #6:
As much as 95% of human thought
happens in the subconscious mind

Secret #7: Colors have meaning and can
impact your conversion rates.

Source: JuanMarketing.com

Source: JuanMarketing.com

Secret #8:
Your customers fall into one of
four categories

Four types of business customer

1.Price-Oriented Customers: Price is everything
Four types of business customer

1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
Four types of business customer

1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-
supplier relationship with your company.
Four types of business customer

1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-
supplier relationship with your company.
4.Gold-Standard Customers: They want the best performance in
terms of product quality, assistance, reliable delivery, and so on.
Four types of business customer

Secret #9:
There are 9 questions you should ask
before you launch your next marketing
automation campaign

9 Marketing Automation Questions

1. Who buys our product or service?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth,
etc.)
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth,
etc.)
7. How do your prospects and customers currently perceive our product?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth,
etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
9 Marketing Automation Questions

1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for
purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or
service (e.g., eBooks, websites, trade shows, organic search, word-of-mouth,
etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
9. How do personal or demographic factors influence the purchase decision?
9 Marketing Automation Questions

Secret #10: We take in 11 million bits of information per
second, but the brain can only process 40 bits per second.

words
Secret #11:
Your customer’s eyes gravitate to certain

• Free
• Now
• You
• Save
• Money
• Easy
• Guarantee
• Health
• Results
• New
• Love
• Discovery
• Proven
• Safety

How to put all of this to work

Ranking of B2B Marketing Channels

Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion Relationship Retention
Traditionally, a prospect is converted to a client, then a relationship is established.
Prospect Journey

Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion RetentionRelationship
But today, more companies are building a relationship first, then converting them to clients.
Prospect Journey

Email Marketing and
Marketing Automation

Key points
to remember

Jamie.Turner@60SecondMarketer.com
PH: +1-678-313-3472