Neuromarketing 101: How To Seduce Your Customer’s Brain For Online Success


HAROON: Hey Sports Fan! Haroon Rashid, Khemeia
Consulting and welcome to this special edition of Haroon’s Hangout. The internationally featured
show, where we make Digital Marketing simple, straightforward and fun. Today, we have a
very special guest with us, we have Mr. Saleem Shafi who is absolutely awesome. If you don’t
know who Saleem is, you need to sort your face out and sort your life out seriously
because he is really, really clever. I think you guys are gonna really enjoy today’s show.
So, a bit about Saleem. He is a Neuro-coach and he really knows a lot about Neuromarketing
and the Neuroscience of human performance improvement. And what that means is, he actually
has a unique insight into why people do what they do. Which is so, so cool in my opinion
and I first saw Saleem talk in Bradford, West Yorkshire, where he talked about Neuromarketing
and all that good stuff. So we’re really please to have such an expert on the show today.
Welcome Saleem. SALEEM: Good morning Haroon. It’s awesome- it’s a please to be here.
Thanks for inviting me on the show. HAROON: No problem. No problem. Thank you for coming
on. We’re gonna have a really great time. So I wanted to get you on the show today,
to talk about Neuromarketing, funnily enough. So I wanted to just talk about, what is Neuromarketing
first of all cause it’s a real big buzz word at the moment. Then I wanted to talk
about the different parts of the brain and talking about those in a bit more detail,
and explaining what the functions of those are and why they’re important for businesses
to know about. And then thirdly I’d just like to see, what are your top tips for businesses?
How can they use this information then practically for online Marketing? So how can they get
more leads, engagement, enquiries, sales and all that good stuff? How does that sound?
SALEEM: I’ll do my best (both laugh). HAROON: Awesome. So do you just wanna give us a very
brief, sorry, definition of what is Neuromarketing? SALEEM: Yeah. Well Neuromarketing has really
taken off in the last 15 years. With some significant breakthroughs in science technology.
We know more about the human brain in the last-probably 3 or 5 years than we’ve done
in the entire existence of the human race. And this is down to, technology in terms of
how, we can now look inside the brain (free of cutting it up, free of slicing it up, free
of putting dangerous chemicals into it) and see how it responds to any particular stimulus
in any situation. So of course, the breakthroughs in medical science are going to be tremendous
and we’re gonna know- we’re gonna deal with a lot of medical problems the next few years
that we had real problems with now. But it’s also opened up the world in business. And
Neuromarketing is really only been available to corporates. Just about every corporate
on the planet, is using Neuromarketing. Hollywood uses Neuromarketing for every single video
that they put out there. Because they know, that they what to simulate particular parts
of your brain to get a particular response. So Neuromarketing is no longer Marketing to
the person, but its Marketing to this guy. Can you see that? The human brain. And because
the technology is now getting cheaper, we’re gonna now find that this is going to come
into small and medium sized businesses. But taking that on a lit bit further, we don’t
need to worry about the technology anymore because the brain responds to six particular
stimuli. And if your Marketing messaging includes these particular- these six particular stimuli
you’re going to accelerate your sales cycles- even in a downturn economy. You’re gonna find
it easier to get more yeses or more “yes I’m interested. I want to know more.” And so what
we’ve been doing the last few years is showing businesses and organisations, how they can
implement these six stimuli in any format. Be it on the internet, be it on a face to
face meeting, be it on the telephone conversation, even with call centres. And this can open
up the doors to a) being remembered, when the client is ready to do business. But put
you in a situation where you’re seen head and shoulders above the competition, even
for people who have been loyal to other organisations. Does that help? HAROON: That’s, that’s fantastic.
That’s really, really great. Okay so, there’s a lot of stuff in there. SALEEM: Yeah there
is. HAROON: One thing I’m very surprised about is that, like you say, this stuff isn’t new.
It’s only new to the small business realm. But this has been going on for, for how however
many years. Are Hollywood using this as well? SALEEM: Yeah. Yeah. Yeah. I mean, I can’t
name certain other organisations but some of the biggest fast food chains and some of
the major supermarkets, food organisations use some specific strategies to – which are
aimed at your brain to lower your level of conscious awareness, to get you to feel you’ve
gotta buy something. HAROON: And that- and again, that’s really important for a small
business to know about. Because like you’re saying it’s, it’s not just about shouting
louder or just about, you know, trying to be, I don’t know, it’s just sounds like
a smarter way of doing things. And it sounds like it’s an easier sell. Is that right?
SALEEM: Yeah. Well what you’re doing, when you know how the six stimuli work. You’re
talking to the part of the brain that is the trigger for every single decision that we
ever make. It’s the gate keeper. And unless we speak to this in a certain way, what you
tend to find is that people switch off and switch off very, very quickly. And the reason
this is because the brain has a limited about of energy supply. It uses around a quarter
of all the energy that you need in a day. So for this two to three pound organ, it uses-
using 25% of our energy, is quite a lot. So there’s a particular mechanism in the brain
that monitors your energy usage. And so if we don’t show- give this brain interest into
what it’s really interested in, what it wants to know about- its gonna switch off
the energy supply to the part of the brain that ultimately tells us, “Right I want to
go and have a look at this.” HAROON: Brilliant. Brilliant. Brilliant. And, so you mentioned
six stimuli. Could you just talk to us a bit more about that please? SALEEM: Yeah. The
six stimuli – and I don’t want to take credit for this. I worked with an organisation called
‘Sales Brain’ a few years ago. And Sales Brain are the world’s number 1 Neuromarketing
Agency and the world’s first Neuromarketing Agency. The guys who’ve set this company up
have closed- we’re talking about several billion dollars worth of deals they’ve closed- to
some of the most high profile organisation on the planet. So it’s been a privilege
to work with them. And they took two years off and they did this Neuroscience research,
so I don’t wanna take all the credit for this. But these six stimuli, these two guys, Christophe
Morin and Patrick Renvoise. And I’ll point you to one of their pieces of work a little
bit later on in the show. But there are six stimuli. And some of these will be very obvious
and I think most of your clients, when they actually hear these think, “Yeah. We know
these. But probably we’re not applying them – in our work; in our messaging”. And these
don’t just apply in business, these can apply in our personal conversations and our personal
relationships. And we tend find things smooth out as well in these situations. So what are
these six stimuli? The first one is, is the self-centred. The message that you portray
to your customer must always be relating to your customers pains and needs, put them first.
In other words always put them first. Not yourself, not your business, the customer.
Probably the most obvious- but it’s a must have. Otherwise you won’t get a response.
Second Stimuli is to create contrast in your message. Compared to what your customer is
already seeing. If you don’t create a before and after situation a with or without situation,
or a this is old this is new, then it’s very hard for the brain to make a decision. It’s
a little bit like, it’s a little bit like- I’ll share the story with you. An experiment’s
been tested time and time again and it works. I haven’t got a frog, but imagine my hand
is a frog. HAROON: Okay. SALEEM: Well we’ve got the Tour de France in Leeds at the moment,
so we’ll call him, we’ll call him Patrick (Haroon laughs). If you don’t mind me saying
that. Okay and Patrick in this lovely warm room and has hopping around and now let’s
just say he hops into a bucket full of hot water. What’s he gonna do? HAROON: He’s
gonna jump out. SALEEM: He’s gonna jump out, okay. Now he’s jumped out of this bucket full
of hot water and he’s likes hopping around. He’s now jumped into a bucket of water which
is about the same temperature as the room. What’s he gonna do? HAROON: He’ll stay there.
SALEEM: He’ll stay there. Yeah. He can’t tell any difference. Now here’s the interesting
thing, if we turn up this bucket of water, gently heat it up to boiling, like the first
bucket. What will Patrick do? HAROON: I would have, hoped he would have jumped out. But
I’m guessing he wouldn’t. (Haroon laughs). SALEEM: Around 80% of the times he’s going
to stay in the bucket of water. He doesn’t know the difference. He can’t tell the difference.
So if your message is not creating contrast and difference in the mind of your customers,
compared to the other products and services that are out there or to what they are experiencing
– and that contrast is beneficial to them, just to be very, very clear. They are not
going to move. The part of the brain that’s scanning for this information is not gonna
move. It’s gonna stay there. So it doesn’t send impulses to your other thinking parts
of your brain, which we’re gonna talk about in a few moments, to say, “Oh I’ll just
stay where I am” or “I’ll think about it” or “I’ll have an avoidance tactic to move
forward with the sales person or on the website”. But without creating contract that beneficial
to your customer, and gonna improve their life tangibly which is the next stimuli nothing
is going to happen. HAROON: Awesome. Awesome. So first of all we got like, you know, pains
and problems of the customer. Second we’ve talked about contrast. And what were the rest
of them sorry. SALEEM: Okay, stimuli number 3, ‘Tangible’. We’ve gotta- the brain that
ultimately is the gate keeper to decision making has got to be able to feel it, as if
it’s real. This part of the brain is, imagine – it understands yellow banana. It understands
bigger, better, faster. But it doesn’t understand, “We are the leading provider for integrated
cost software solution, across many, many platforms”. (Haroon laughs) HAROON: I’ve heard
that so many times on people’s websites and everything. So yeah… (Haroon laughs).
SALEEM: It’s a killer. It’s a killer that will turn off your customers, faster than
they can think. And they just get the decision, they get the feeling I’m gotta turn off. Stimuli
number 4, ‘Beginning and End’. The human brain loves stories. And it’s programmed to seek
the end at the beginning. If you’ve ever read a book, seen a movie. What’s going to happen?
Well I think this will happen. So the brain is always looking for the end at the beginning.
And I guess many of your viewers today, will be thinking what the outcomes of this meeting
gonna be, this webcast gonna be. There looking for the end at the beginning. So, in this
case it’s important to make bit-sized junks of your information, that flow on and flow
on and flow on forever. Stimuli number 4 and I guess your viewers from across this a lot,
vision, visual. Use- the brain is geared- the part of the brain we’re gonna talk about
in a moment- which really is stunning, is 40% geared for visual. And the visual sense
is – if the brain is dealing with 40% of visual, the rest of the 10% is for touch taste smell
and hearing. So 40% of the brains processing power is aimed at visuals. So even if clients
say they’re not visual people, I can guarantee to you, they are. So in other words use visual
as often as you can and create visuals in their mind as well as using visuals on your
website, on your posters, when you’re having a telephone conversation. Create a picture
in the customer’s mind. That opens up the gate keeper in decision making to move on
to the next stage. And the glue- stimuli number 6. The glue that holds everything together
is- excuse me I’ve- yeah we’re stimuli number 6- is emotion. Without emotion you will get
no movements. The part of the brain that triggers your decisions creates a cocktail of chemicals
that flows into two of your parts of your brain and then flows into your body. And this
is when people start to feel something. And this feeling can either be a nice feeling
or it can be an uncomfortable feeling. But what you’re wanting to do is create a nice
feeling. Or a feeling of urgency to move towards what you’re offering. So if you don’t create
emotion within a customer, you’re gonna get no movement. And even customer’s who say they’re
not particularly emotional, again, I can guarantee to you, they are. They just not turned on
to that particular message that you gave or the business. HAROON: Absolutely fantastic.
So I’m just gonna pause this right there for a second cause there’s so much good stuff
in here. I’ve been making notes (Haroon laughs) as we’re going along. So what Saleem’s done
right there guys, is he’s outlined the six stimuli that we need to be triggering or taking
into consideration when we’re doing Marketing. So the first one I have been preaching this
for years and I keep saying it all the time – what are the problem and needs or the pains
of your customers? Guys you need to nail that down, if your gonna make any kind of leeway.
Like Saleem has said, all the way throughout this, if you’ve noticed, it’s not about you
as a business, it’s actually about the customer. It’s about the customer. It’s about the customer.
It’s about the customer. I’m going blue in the face – have you got the message yet. It’s
about the customer. (Haroon laughs). I don’t think we need to go over that one anymore.
But the idea of contrast is really good. I really like that one. Could you give us some
examples around contrast? What could people do? Maybe it’s using some of the other things
about visuals or whatever. What could people do to contrast in today’s crowed online
world? SALEEM: Yeah. It’s a difficult one. I think on the landing page of a website.
If we just spoke about a website for example. I think, straight away show what life is like
before and after. HAROON: Right. SALEEM: It will create an image, a moving image, a dull
image of what life is like now and a bright image of what life will look like after your
product or services. And you’ve noticed I’m gonna hammer and hammer and hammer- and I
don’t apologise for the audience is visual, visual, visual, visual. Before and after,
before and after. With, without. So yeah, that’s one of the main keys. The other message
is with writing is not to use too many words, on your landing page. And if you’re going
to have a – and create a message that’s designed to- if I used the word- ‘hook up’ your customer,
make sure that, that stands out. Contrast can also be typefaces that we use. So don’t
use the same type of typeface on the page. The part of the message that you really want
to get seen to have a typeface that is bold but also has got serif on it. Which attracts
the ye to keep reading the outline of the- the brain looks for patterns and if you have
a serif which is like a little line or- you know what I mean by serif? HAROON: Well, let’s
just explain what that is for the viewers who may not know. SALEEM: A serif is like,
when you look at certain, when you look at certain typeface it just looks like it’s
got no squiggly bits on the top or the end of it. So it looks very, very blank, that’s
hard to read. If you use a serif that’s got like a, if you look at Times Roman for example
on your Word, that’s got a serif on it, so the eye is attracted to it. it hooks on, its
easy for it to read. So you wanna make it very, very easy to read. Not just this big
bold letters that have got no serifs on it, it’s very very difficult to differentiate.
So colour black and red on your website homepage to use the main part of the message. Again
the brain is programmed- we don’t know why- but it’s programmed to respond to black
and red, particularly red so red can make a very powerful headline. HAROON: Wow. Okay
red. Okay, I’ll be testing that one out. SALEEM: A good thing to do on your photos. If you
want people to respond to them and look at them first is, put a red boarder around them.
HAROON: Oh okay. SALEEM: So you have other photos on their other visuals or any particular
part of your website where you want people to go to first, put a red border around it.
HAROON: Okay, I’m gonna try that one next. So the next episode of Haroon’s Hangout is
gonna have a red boarder around it. SALEEM: The other thing to do is, when you’re making
statements is it put speech marks around them- wrap speech marks round. We see this in certain
magazines, they put speech marks on- I think the newspapers are doing it now – around certain
points that they want to make. The evidence is 20% recall rate improvement by putting
speech marks around what you want to make. And I’ll use a caveat here and be very, very
careful. In this kind of Marketing. Good English doesn’t always work. HAROON: Right. SALEEM:
Break the rules of grammar. HAROON: Being contrasting. SALEEM: Break the rules of grammar.
HAROON: Okay, that’s fantastic. So and guys for those of you who are watching, we have
show notes that will be available on our blog. We’re gonna embed this video there, we’re
gonna have all the show notes at the bottom. So all these tips that Saleem is giving- we’ll
put them all there for you and you guys can go nuts with them. I know I will be. The one
thing, I think there’s a nice lead on to the next thing which was ‘tangible’. Because
you’re talking about language now. Now you said that people do not understand long winded
phrases “we are the leading developing blah blah blah blah blah”. But you said they understand
“bigger. Better. Faster” and you say there has to be some sort of tangible benefit. Could
you just give us a few examples, or maybe some tips around how can businesses use this
tip for their Marketing? SALEEM: Tangible is the difficult one to be honest with you
for organisations to get. And we need to understand what their (and going into another area),
what their claims are in terms of what the benefits are that you give their customer?
So then, what we want to do is, tangible, we want to use a) we want to use testimonials.
Testimonials that show real people, real customers who had a problem, had been resolved. That
makes it tangible for a customer. Second of all, we wanna use ‘demos’. We wanna use props.
For example, I did a presentation a short while ago, where I talked about pain and pleasure.
And I was going to talk about this later but it will probably be helpful now. David Ogilvy
one of the greatest Marketers of all time (he guy who set up OBE and then become WPP,
now the world’s biggest Advertising Agency), he used to say, what you wanna do is, you
wanna put a fire underneath your customer bum, seat, then had them the fire extinguisher.
So what I did in the presentation to make it tangible. I actually put some chip wood
underneath somebody’s chair. Pretended to light it and then I actually had a fire extinguisher,
a massive, massive one and gave it to the customer. That’s making it tangible. Use props
that relate to showing how your product or service improves the customers’ life. Patrick
did a case with a customer where he had them talk about money. He had them bring him a
suit case a really big briefcase with something like I don’t know- had a million dollars
in it. To show how this customer, how this company would improve their situation by having
their Marketing with XYZ organisation. So that’s tangible. That- the brain that triggers
decisions is looking for…you know people talk about having cash rather than a cheque.
It’s that message. Give them the cash. HAROON: Brilliant stuff. Brilliant stuff. That’s really
useful. And I think in particularly for professional speakers- if you’re watching this, this
would be a really good tip for you guys. Get some tangible assets to communicate your message.
And speaking of professional speakers, I know that they use this next one. You know the
beginning and end thing that you talked about, stories. Funnily enough Khemeia has now started,
we’ve started using stories in our messaging and we’ve got to say, we’ve have found it
to be really, really powerful. Could you just tell us a little bit more now about how businesses
can use the story telling device with their Marketing. SALEEM: Okay. Well I’ll just
step back a little bit on the story and the reason why this is so powerful is because
stories create curiosity, they create interest, they have beginning and ends they have natural
beginning and ends and little threads and they also create emotion. Our brains have
been wired to respond to stories. For some reason stories have helped us become more
successful. So there’s a part of the brain which is deep inside the centre of our…right
in the middle part of our brain which stores emotional memory. So whenever you hear a story,
it triggers off an emotional memory. You either like the story or you won’t like the story.
And so if you’re liking the story, you will get a sensation in your body and this will
keep you interested in the story. So the key is here, is to take a customer through the
journey of what your story is in terms of the problem their gonna have and how their
gonna benefit. It really is and chunk down that story into, bit-size beginnings and ends,
just like you see chapters in a book. So on your website, for example, you may wanna have
a landing page (whatever landing page) the first page your customers go to that is the
beginning of the story, and they wanna know how it’s gonna be solved and then we take
them on to the next bit. Well this is how we’re gonna do it. This is the journey that
we’re gonna go on, this is how we’re gonna get you from A to Z. HAROON: I think that
would be a really good way or an alternative to case studies. Cause I tell you, a lot of
our customers if I can say this. I mean a lot of our customers say, “We need to do case
studies. We need to do case studies.” But what they’ve got on their minds is like a
‘War And Peace’ kind of document which no one is gonna read to be fair. So I think
that what you’re saying there is a really good alternative is to- and as you say have
a beginning and end a clear benefit. Get the emotion out, but chunk it down. I think that’s
very appropriate for an online audience because people’s attention spans are short. They’re
not gonna sit down and read ‘War And Peace’, are they? SALEEM: No they’re not. If you’re
gonna use a video no more than 2 minutes. 1 minute 45 maximum to be honest with you,
certainly no more than two minutes. You get your information in within that period of
time. Again I’m gonna go back to this, put your customers’ pain first and give them
the solution straight away. Don’t wait to give the solution, this is how you’re gonna
benefit, this is the pain and this is how you’re gonna benefit and this is how we
get you there. HAROON: Brilliant. Brilliant. So the next one was visual and I guess that
you could say that this is an easy one to do. You know about using good images and we
all know images work great online, you know- with the boom with memes and just funny pictures
or inspiring pictures and quotes and all that kind of stuff that you see on Social Media.
Do you wanna maybe just talk to us a little bit about that? SALEEM: Oh okay in what respect?
HAROON: Hmm, just maybe some tips about what people should be kind of considering with
their Marketing from a visual perspective. SALEEM: Okay, Okay. Well with visual. If you’re
using a human face for example, it’s best if they’re not looking at you. If their
looking towards the product or the service or the benefit of having a product or service
that’s quite a powerful one. There are some specifics for men and women. Men tend to respond
to red, more than women do. There are obvious ones- and you’ll have to excuse me for this-
men will still tend to respond to a female image. Women will tend to respond to smiling,
happy face. Gotta be careful again from children they respond to images of children. The key
here though is to create an image and emotion in your customers mind about how that product
and service can help them. It’s not just about the visual that you use on your website which
is helpful to lead into the emotion. Its them having create that in their own mind and that’s
where the power is with the content. HAROON: Fantastic. Fantastic. Really good stuff, I’m
getting a lot out of this. So it’s not really enough guys to use those generic stock photos
of everyone around the board room or someone on the flip chart and all that kind of stuff.
Get rid of the stock photos guys. Seriously get rid of those. Use other stock photos like
what Saleem’s saying you know if it’s a female audience get smiling people or you
know if it’s a guy then you know that colour red for instance is gonna work really well.
So, work on your images guys, it is really, really important. And then the last one like
you say – emotion. So all of this really is to try and trigger that emotional part of
the brain. What, can you just tell us about that part of the brain? What’s it called?
SALEEM: Okay. Aright well we’ve got three brains. You know that from 3Brain Coach. And
the reason, a model was developed around 40-50 years ago by a guy called Maclean. Who established
that through evolution, our brain is developed in layers? And so I just wanna run through
this very, very quickly cause I hope this helps back up some of the things I’ve been
speaking about. The outside part of our brain- if I put my fist up like this. Okay I’m
gonna show you, I’m gonna through a hand model of the brain. So what we’ve got here
is this part of so what we got here, what we can see on the outside, my fingers and
the back of my wrist is this part of the brain. The outside part of the brain. This is around
a million years of age. So my fingers round to the back of my palm. So a million years
of age. It’s known as the ‘New Brain’ or the ‘Cortex’ or the ‘Neo Cortex’. It’s a number
cruncher, it’s an analyser it’s a processor, it’s a time traveller. It predicts against
past and future to see how life will be. If we just look at my fingers here. Just behind
this part of my finger nails is a small group of cells that makes you know, that you know
who you are. So this is where we get our species name homo sapiens. Sapiens- the one that knows
that we know. And if these cells our destroyed we don’t know who we are. When it comes to
triggering decisions this part of the brain from the technology that we now have which
has been scanning brains is not the part of the brain that makes the decisions. And it’s
a relatively slow part of the brain compared to the two parts I’m going to be talking
about. Okay so, this is our rational reasoning brain. I’m gonna go and open my hands up a
little bit now. We’re gonna go to the centre of the brain. Where you can see my, that’s
my thumb, just to the top of the fleshy bit. This is our – its known as our main brain,
it’s known as the monkey brain. It’s what’s called by neuroscientists as Limbic system.
And this is our emotional processing and engagement centre. And there’s a group of structures
in here, some detect fear, some detect pleasure and also partly involved in the wall. This
is our feeling brain. It’s around quarter of a billion years of age, that quarter of
a billion years of age. And has a group of cells and connections in it, that connects
your brain and my brain together. So you may have been in a meeting with customers, where
if you pick up a cup somebody else picks up a cup. If you scratch your face, somebody
else scratches their face. This is showing rapport, you may be familiar with or is generating
rapport with people. So if you do something you trigger the same cells as somebody else’s
brain to do the same thing that you’re doing. Which shows that they feel safe and relatively
comfortable with you. But when it comes to trigging decisions this guy, the feeling part
of our brain isn’t the one that triggers our decisions. I’m gonna go a little bit deeper
and just at the fleshly part of my thumb. Which is like the back of the brain going
down to your brain stem which then leads to your spinal cord. This is known as the ‘old
brain’ or the ‘first brain’. It’s the part of the brain that we share with all the animals
that crawl out of the oceans 450 million years ago and went on to flourish the planet. It’s
also known as the ‘reptilian brain’ because we share this with reptiles and dinosaurs.
This part of the brain is the part of the brain you wanna speak to first of all because
it’s got one job and that’s to keep you alive. And it will do anything and everything
to keep you alive. It can highjack your thoughts it can, highjack your emotions, it will not
let other parts of the brain take precedent unless it feels so. So it will do anything
and everything to keep you alive. So the six stimuli that I’ve already spoken about speak
to the reptilian brain first. And when the reptilian brain is happy, it’s like it holds
its energy supply to the social brain and to the thinking brain and then it sends information
to it for verification for more finer tuning information which is received. And then it
gets information back from these two brains to say, “Yep, you can go on and continue.”
If I can prove it to you in an instant that this brain will control your mind. If I asked
you to stop breathing for 10 minutes could you do it? HAROON: Umm, no. (Haroon laughs).
SALEEM: Your reptilian brain will do everything it can do to get you to breathe again if you
held your breath. So this is our instinctual brain and a lot of people say they operate
on instincts. Have you ever noticed that you respond to a flashing light, to a loud bang,
to a certain surprise? This is your instinctual brain doing the work before you can even think
about it. And these are specific things that you can add into your website and into your
Social Media and into your personal conversations. You can add content that speaks to this part
of the brain before you even know you’ve had a thought about it. The instinctual brain
is always present. Your thinking brain takes around minimum half a second to six seconds
to catch up with information that your reptilian brains already dealt with. So it’s a lifetime-
for the brain this a lifetime. You know we wouldn’t have survived as a species if we
had to wait half a second to six seconds in order to make a decision, if a predator’s
is in front of us. And we’re still operating on the same system when it comes to Marketing
or messaging. So if you’re ever turned off by a message, what will happen is your reptilian
brain will say, “Right, okay. This doesn’t apply to me.” And it will send a feeling to
you a negative emotion – you need to turn, and to walk away. If you feel excited by a
message by using the six stimuli, or your customers feel excited it’s because you’ve
triggered the reptilian brain to say, “Yep, this makes you feel safe. This is good for
me. This is gonna make me happier. It’s going to make me wealthier or successful and achieve
the goals I want to achieve in my life.” HAROON: Brilliant stuff. I know we’re running out
of time so I’m gonna jump straight into this one really quickly if I can get this from
you. So people often do say to us that, “Well you know what, I don’t know about this it
feels like we’re manipulating people. Can’t this be used for evil as opposed to good and
all that kind of stuff.” Could you bring a bit of balance to this? What would you say
to that? SALEEM: Yeah of course. Of course that’s the case and unfortunately there are
people who will do that. The key here is knowing how it works and what’s happening. We do
have our own rational brain that can catch up and start to recognise when this is happening.
So whilst I can’t go into that all right now. Wouldn’t it be better to know how the process
works? Because we can’t avoid it and they’ll be people who do this. Unfortunately certain
elements of the press use this, you know, even particularly the red papers. The red
top papers tend to use these strategies-which is quite alarming. But wouldn’t it be nice
to know the process of how our brain is being manipulated? So you can recognise this and
protect your business, and protect your family and protect your friends. HAROON: Very good
answer. Very good answer. So coming onto the Khemeia Workout. We, every guest interview
we have we ask our guest what is the one thing you want the viewers to do straight away in
their business. So go ahead Saleem, what do you want them to do? SALEEM: Go to your customers
and ask them, what their pains and frustrations were before they became your customers in
relation to your products and services that you offer. And how you resolved those and
what their life is like now based on the answering their pains and frustrations. And then what
I’d like you to do and second bit to this is to create a visual image of what life is
like before and what life is life after. HAROON: That’s really cool. That’s really cool. We
I think we’ll be doing that for ourselves as well, that’s very, very great. I’m sorry,
I’m just aware of time, but where can people find you online, Saleem? SALEEM: Okay, you
can find me online www.3braincoach.com and people are welcome to connect with me on LinkedIn
– Saleem Shafi at LinkedIn just mention Haroon’s Hangout and that’s enough and I’ll be more
than happy to connect with you. And I did promise a resource as well, that I would recommend
you all get. It’s very simple read it’s a book by Patrick and Christophe . It’s the
world’s number one book in the field of Neuromarketing. It’s called ‘Neuromarketing:
Understanding the buyer buttons in your customer’s brain.” HAROON: Oh great. We can put that
in the show notes. That’s fantastic. I just wanna say this is has been so great. I’m so
pleased. I think our viewers are gonna get so much out of this, thank you so much for
coming on the show and for being with us. SALEEM: It’s a pleasure Haroon. I wish you
the best of luck and I wish your customers the best of luck as well. Thank You. HAROON:
Thank you, Saleem. So guys remember we’ll be putting all this on the blog with the show
notes and the links and the resources. They’ll all be there. So thanks a lot for watching
this. Please do stay tuned for some news about our next guest which is gonna be the end of
July and we’re gonna have back on the show Mr. John Haydon. As you know John has appeared
on the show a few times he’s the author of ‘Facebook Marketing for Dummies’ and he
is just now becoming one of the lead- America’s leading Facebook Marketing experts. So I’m
so glad he coming back on the show for a third time and remember that you can always catch
Haroon’s Hangout every Wednesday 10am GMT where we make Digital Marketing simple, straightforward
and fun. Do check us out next week were I’ll be hopefully interviewing my boss, Mr Ian
Sharp. We’ll be talking about Innovation and Marketing within West Yorkshire. You don’t
wanna miss it. But from me and Saleem, thanks a lot guys and take care sports fans.

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