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The psychology of human behavior

Here is the best part of a message from Jamie Turner, author of The 60 Second Marketer, on human psychology.

Secret #1: Novelty is the single most effective factor in capturing our brain’s precious attention. Believe it or not, people want to buy your products and services. And the way to get them to do that is to point out what makes your product new and different.

When people see something new, they’re curious. And if they like what they see, they purchase it. So ask yourself — how are you making your product or service seem new and different? That could be the key to your future success.

Secret #2: In many ways, women’s brains are superior to men’s brains.The female brain has 25% more connections between the right and left hemispheres than the male brain. Because of this, women are much better at communication and multitasking.

As you can see from the image below, men’s brains are not as complex as women’s, which explains why men are only capable of holding three thoughts in their brain — Is the game on? Is the beer cold? Am I going to get busy tonight?

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Secret #3: Humans often don’t know why they prefer one brand over another. We have a great article about this on the site called “Coke vs. Pepsi. The Taste Test they Don’t Want You to Know About.” The article discusses why Coke and Pepsi score about 50/50 in blind taste tests, but score 75/25 in favor of Coke in non-blind taste tests. Interesting, eh? For more details, check out the article on the site.

Secret #4: People buy for emotional reasons then rationalize their purchase with logic. Here’s a fact — men don’t buy Porsches for logical reasons, they buy them for emotional reasons. But if you interview a man after he purchases a Porsche, he’ll rationalize the purchase with logic.

What are the emotional triggers you can use to sell your product or service? If you can uncover them, you may have found an easy way to grow your sales and revenues.

Secret #5: Different parts of the brain control different stimuli responses.Our instincts are controlled by the Subcortical and Limbic areas, also known as our Lizard Brain. The Lizard Brain responds to stimuli based on the 4 Fs — Fight, Flight, Food and Procreation. By appealing to the 4 Fs, you can create an emotional bond between your consumer and your brand.

In other words, appeal to your consumer’s basic instincts — it’s a great way to get them to buy more of your products or services.

Secret #6: Data indicates that humans respond best to 13 specific words in advertising. This data is based on years and years of testing by direct response agencies like BKV. The words are (drumroll, please) Free, You, Save, Money, Easy, Guarantee, Health, Results, New, Love, Discovery, Proven, Safety.

Secret #7: We take in 11 million bits of information per second, but the brain can only process 40 bits per second. What this means is that the brain is on over-load much of the time. If you want to stick out in the crowd, then simplify your message and your marketing. It’s what Steve Jobs did and, hey, it worked for him.


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