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Why Your Brain Buys
Stuff it Doesn’t Need
Jamie Turner, Founder of 60 Second Marketer, CNN Contributor and
Author of Go Mo...
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...
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 bli...
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 M...
Secret #5: The Female Brain Has 25% More Connections Between Right
and Left Hemispheres than the Male Brain
Female Brain M...
Secret #5: The Female Brain Has 25% More Connections Between Right
and Left Hemispheres than the Male Brain
Female Brain M...
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 a...
1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to a...
1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to a...
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? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Wh...
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 pr...
Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion RetentionRelationship
But today, more comp...
Email Marketing and
Marketing Automation
Key points
to remember
Jamie.Turner@60SecondMarketer.com
PH: +1-678-313-3472
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
Why your brain buys stuff it doesn't need by Jamie Turner
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Why your brain buys stuff it doesn't need by Jamie Turner

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Consumer behavior: Why your brain buys stuff it doesn’t need. How to lay the foundation for an effective lead generation campaign.

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Why your brain buys stuff it doesn't need by Jamie Turner

  1. 1. 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
  2. 2. Let’s Get to Know One Another
  3. 3. I’ve written a few books
  4. 4. I get on TV sometimes
  5. 5. And I’ve helped a few clients you may have heard of
  6. 6. But the thing I love to do most is to help people like you SELL MORE STUFF
  7. 7. Let’s Talk About Your Customer’s Brain
  8. 8. Secret #1: Your customers go through six distinct stages before making a purchase.
  9. 9. Awareness Knowledge Liking Preference Conviction Purchase Cognitive Stage Affective Stage Behavioral Stage Source: Lavidge and Steiner
  10. 10. Secret #2: The Brain is Addicted to Dopamine
  11. 11. Novelty is one of the most powerful tools marketers can use to generate dopamine in the human brain. NEW! Version 2.0!
  12. 12. Secret #3: People buy for emotional reasons and then rationalize their purchase with logic
  13. 13. [Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons]
  14. 14. Secret #4: People have subconscious reasons for preferring one brand over another
  15. 15. 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.
  16. 16. THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN PURCHASING BEHAVIOR.
  17. 17. Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain Female Brain Male Brain
  18. 18. Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain Female Brain Male Brain
  19. 19. Secret #5: The Female Brain Has 25% More Connections Between Right and Left Hemispheres than the Male Brain Female Brain Male Brain
  20. 20. Secret #6: As much as 95% of human thought happens in the subconscious mind
  21. 21. Secret #7: Colors have meaning and can impact your conversion rates.
  22. 22. Source: JuanMarketing.com
  23. 23. Source: JuanMarketing.com
  24. 24. Secret #8: Your customers fall into one of four categories
  25. 25. Four types of business customer
  26. 26. 1.Price-Oriented Customers: Price is everything Four types of business customer
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. Secret #9: There are 9 questions you should ask before you launch your next marketing automation campaign
  31. 31. 9 Marketing Automation Questions
  32. 32. 1. Who buys our product or service? 9 Marketing Automation Questions
  33. 33. 1. Who buys our product or service? 2. Who makes the decision to buy the product? 9 Marketing Automation Questions
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. Secret #10: We take in 11 million bits of information per second, but the brain can only process 40 bits per second.
  42. 42. words Secret #11: Your customer’s eyes gravitate to certain
  43. 43. • Free • Now • You • Save • Money • Easy • Guarantee • Health • Results • New • Love • Discovery • Proven • Safety
  44. 44. How to put all of this to work
  45. 45. Ranking of B2B Marketing Channels
  46. 46. 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
  47. 47. 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
  48. 48. Email Marketing and Marketing Automation
  49. 49. Key points to remember
  50. 50. Jamie.Turner@60SecondMarketer.com PH: +1-678-313-3472

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