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Who do you think you’re talking to!?
VeInteractive | June 6, 2012
What kind of brain does your average consumer have? You might have assessed how much money they earn, whether they have children or where they live, but have you spent much time working out how they think. If you have, then well done, you’re ahead of the game. If you haven’t, read on…
Visitors to your website will use one of three brains, when it comes to making e-commerce purchasing decisions. They might have an Essential Brain, which will decide to purchase in response to the most visceral of emotions, like happiness or sadness, regardless of whether it’s used in context. They might possess the Emotional Brain, which is moved to purchasing by relevant emotive stimuli. Or they may use an Executive Brain, which tends to make rational purchasing decisions based on cold, hard facts.
So how do you take advantage?
Essential – e.g. charity websites, wedding websites or products for children
Use stunning design work and photography to target this type of brain. Images of attractive and laughing faces similar to your target audience are likely to offer e-commerce benefits. We’re hard-wired to notice emotion.
Emotional – e.g. Long-established brands, family-run businesses or brands doing things differently
Storytelling is a very powerful tool, which helps create empathy. Make your visitors part of your story – using social media, for example – for a sure-fire way to increase engagement and create loyal brand advocates.
Executive – e.g. Financial services, utilities, low-cost airlines
Focus on statistics, facts, rationale and authority. To turn this brain into an e-commerce consumer, give it rationale for doing so. This technique is especially useful, when a consumer is not being sold a product that offers a superior feeling like increased happiness or pride.
Of course, for a lot of e-commerce websites, these lines will blur, but they’re worth bearing in mind when you’re thinking about marketing your products online. Decide who would buy your products, decide why they would buy them, then press their buttons: the purchases will follow.
For more internet marketing expertise, get in touch with Ve Interactive.
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