Sell to the Mind: Introduction to Neuromarketing by @jza on 3Speak
▶️ Watch on 3Speak --- 85% of the decision-making process is subconscious or unconscious, meaning that people often do not know the real reasons why they buy a product or service,. Therefore, the a...
Tags: #business #sales #marketing
Hey everyone and welcome. Today, we're diving straight into a totally revolutionary approach to sales and consumer psychology. We're unpacking the core ideas from Yergen Clark's groundbreaking work, which translates to, sell to the mind, not to the people. If you've ever felt like your standard traditional sales tactics just aren't cutting it anymore, well, you are definitely in the right place. In this explainer, we're going to look at the actual science behind why people buy. and exactly how you can tap into the subconscious to completely transform your business. So, let's just get right into it. So let me ask you, are you just exhausted from competing on price and still losing? It's a seriously frustrating reality for so many business owners and sales professionals right now. You work incredibly hard, you build what you think is this amazing product, but then you look around and every single competitor seems to be offering the exact same thing. And when everything looks the same, the only way to win a customer seems to be racing to the absolute bottom on price. But listen, what if the problem isn't your price at all? What if the problem is actually that you're selling to the completely wrong part of your customer's brain? I really want you to let this quote sink in for a second. Nobody has the slightest idea why they buy what they buy. It completely shatters this illusion we have that consumers make rational, logical purchasing decisions. I mean, we all love to think we're in total control, right? Maticulously weighing the pros and cons of every single purchase. But the science tells a completely different story. Most of our buying decisions are happening entirely beneath the surface. Section 1. Hello Commodity. The Era of Sameness. You know, a commodity used to just mean raw materials, stuff like wheat or oil. But today, almost everything created by humans is turning into a commodity. Just think about the cell phones in our pockets. Whether it's an iPhone or Samsung, they basically do the exact same things, and honestly, their batteries all die at around the exact same time every evening. Or take real estate. One 120 square meter apartment looks exactly like another 120 square meter apartment, complete with the same gray tile and standard closets. To the consumer's brain, they are literally indistinguishable. And this idea goes super deep. Cleric tells this fascinating story from one of his conferences that hits the nail on the head. He asked a woman who sold waste management services. We're literally talking about garbage collection here, if she had competition. And a response was, well, not at the exact same level, but in very similar things. Even she, the person selling the service, couldn't articulate a clear difference. To the consumer's brain, if you put your company next to 10 competitors and you all say and do the exact same thing, you're all just identical garbage cans. Whether it's bread, or cameras, or cell phones, when the technological and industrial capacities are basically tied across the board, standing up and shouting, hey, I am different, is almost impossible to prove. The consumer's brain simply cannot perceive the difference, because every product is activating the exact same neural pathways. So here's the bottom line. When everyone is equal, the only winner is the guy who slashes his price. But frankly, that is not a business. If you're operating with a decent profit margin, say 14%, and you have to slash it all the way down to 4% just to stop some competitor from stealing the contract, you are practically working for free at that point. You aren't building a sustainable business, you're just surviving a brutal war of attrition. Moving on to Section 2, the consumer's illusion, and why traditional sales just fail. Okay, I've got a super simple question for you. just like the author uses in his live conferences, what is your favorite color? Just think about your answer right now. It seems like a perfectly straightforward question that you logically know the answer to, doesn't it? Well, this one simple question actually exposes a massive disconnect inside the human brain. Here's the crazy part, the actual scientific proof behind that color question. When you ask men what their favorite color is, blue is almost always the winner. But... When researchers put those exact same men into neuroscanters and show them different colors, their brains actually respond way more positively and activate much more intensely when they're shown the color green. The consumer will swear up and down they prefer blue, but their subconscious mind is literally screaming for green. If you're trying to sell them blue, you are entirely missing the mark. Which brings us to a frankly mind-blowing stat. Less than 1% of people can actually articulate a well-reasoned, defensible argument for the preferences. Just think about that for a second. Less than 1%. This proves definitively that consumers don't actually know what they want. They just kind of think they do, based on all these rationalizations they invent after their subconscious has already made the choice for them. The truth is, the brain takes some really wild, risky leaps when it's in buying mode. It completely ignores logical sequences. Because people buy for subconscious reasons that they themselves can't even defend, trying to sell to their logical, rational arguments is a massive waste of your time. You're basically speaking a language that the real decision-maker, the subconscious brain, simply isn't listening to. Section 3. Selling is a science. Embracing Neurosales. I absolutely love this quote from the text. Before, selling was a technique. Today, it is a science, validated by technology. We aren't just guessing anymore. The integration of neurolinguistics, understanding exactly how body language speaks, measuring the precise impact of vocal tone, this is all scientifically proven methodology now. We can literally watch how the brain reacts to different sales pitches in real time. Neurosales is literally about bypassing the person, you know, that rational, talking, easily confused outer shell, and firing a direct line straight to the subconscious mind. We have got to stop analyzing what people say and start analyzing brain stimuli to see what actually lights up the mind. When you show the complex structure of the brain what it actually wants, instead of what the person asks for, your sales are going to go up. It really is that simple. And we can actually do this today, because neuromarketing tech has evolved so much. Back in the day, the hardware and software to run these kinds of brain scans cost a whopping half a million dollars. Today, it's way more accessible. But the text does offer a pretty big warning here. While you can definitely find cheap pop-up labs running tests for, say, $15,000, the data they produce is often wildly inaccurate. Generating solid, scientifically-backed data still requires a serious investment, usually around $150,000 minimum. just to make sure you aren't drawing false conclusions that could lead your entire sales strategy off a cliff. All right, Section 4, let's look at some practical cases of neural sales in action. Let's talk about Pecanin, which is a diaper brand in Columbia. A traditional pitch is basically just, hey, buy our diapers, they have maximum absorbency. But the brain doesn't care about absorbency as a commodity. By using neurosales, Pecanine realized that the best time to sell a diaper isn't actually after the baby is born. It's months before the birth, when expecting mothers are terrified that they aren't going to be good moms. So, they created Club Pecanine, which was a space to educate, reassure, and guide these women. They sold reassurance to that deep subconscious fear. And the result? When the baby finally arrived, those mothers wouldn't buy anything else. Here's another really great example. The author talks about driving down this 100 kilometer stretch of highway in Peru, and he counted up to 10 different university billboards. And they were all selling the exact same commoditized message. We are modern, we are for entrepreneurs, we prepare you for the future. To the brain, that's just empty noise. What the brain actually craves when looking for an education isn't modernity. It's human survival and dreams. It wants transcendence. The institutions that learn to actually speak to that deep-seated need are the ones that finally escape the commodity trap. Which brings us to a huge concept, understanding symbolic value. The author tells this great story from his childhood where he actually earned the nickname El Nino Dollar, the Dollar Boy. When he was gifted the first Donkey Kong electronic game, he noticed that all his cousins were just completely hypnotized by it. Now, his first thought was, I'll sell it. But then he quickly realized the true symbolic value of this game wasn't the plastic casing. It was the sheer obsession and the experience it provided. So instead of selling it once, he rented it out by the hour. He grabs its true symbolic value to the brain, and literally made a fortune as a kid. Okay, let's wrap this up with some core, actionable takeaways from this explainer so you can finally escape that commodity trap. Number one, differentiate your product, not by rattling off specs, but by activating the brain differently. Second, discover the deep subconscious anthropological need your service fulfins, like those diapers fulfilling the need for maternal reassurance. Third, craft a really powerful sales discourse that's based entirely on the experience, not just the features. And lastly, stop being just a vendor. Become an agent of deep human satisfaction. I'll leave you with this one final provocative thought. You now know for a fact that the logic people use to justify a purchase is mostly just an illusion, The real decisions are happening way deeper down. So the real question is, are you going to keep wasting your time trying to sell to the person, or are you finally ready to conquer the mind? The science is right there, the choice is absolutely yours. Thanks for joining me on this explainer, and I'll catch you next time.