Humanize the Reader: Innovations from Neuroscience - Tech Forum 2016 - Diana Lucaci

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"Humanize the Reader: Innovations from Neuroscience" by Diana Lucaci (True Impact) for Tech Forum 2016, presented by BookNet Canada - April 1, 2016

NEUROMARKETING
101
HUMANIZE THE READER 
Insights from Neuroscience!

Motion
Novelty
Dissonance
EMOTION TRIGGERS
13

NEUROSCIENCE RESEARCH

1.  Neuroscience
2.  Biometrics
15

Brain Metrics

Facial Expression
Eye Tracking
Heart Rate
Skin Response

trueimpact.ca

18
Download the whitepaper at: www.canadapost.ca/action

21
1. EASIER TO UNDERSTAND
Direct mail is easier to understand than digital
media.

22
2. HIGHLY MOTIVATING
Direct mail is far more persuasive than digital
media.

25
… YET DOES NOT MOTIVATE AS WELL AS PHYSICAL

TEST RESULTS
New
Pack
Current
Pack
Brain and mouth disagree.
Motivation Survey

TEST RESULTS
New
Pack
Current
Pack
People buy on how they FEEL.
Purchased Motivation

37
CBC Marketplace!
Retail tricks: How stores make you spend more

38

TOP 3 IN-STORE INSIGHTS

1.  Decision fatigue is real."

2.  Sell to your tribe, not to everyone."

3.  Visual attention is automatic and quick.

39
Humanize your
readers, and ﬁnd ways
to bring joy, value and
meaning to their lives.

40
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