The Customer leaves from Marketing-No longer lull haze clouds. High time to really put him in the spotlight – with the help of Psychology, Neuroscience, empathy and Sinn. The findings can Company implement directly.
- How exactly does a person "tick"?
- Is the manipulation of the customer permissible and useful?
- Going unusual marketing channels
- Convincing personal stories
- Real people instead of just hot (communication) air
- Communication in the future will have to change
- Top books on the subject
- Read text as PDF
- Advice on success, goal achievement or marketing
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How exactly does a person "tick"?
Many companies communicate that "the customer is the focus" for them. But if you analyze websites, you can see fastthat in many cases this is not true. Too much is written from a company perspective. How great, unique or innovative you are. Of benefit to customers not a trace!
How and why does a prospect decide for or against a product or service? Neuroscientists agree: 70 to 95 percent of this happens unconsciously. Often it was just a "feeling". Only then do customers give themselves - within fractions of a second - a “logical explanation” for the purchase or order. No wonder that over 80 percent of new products - despite market analysis - do not make it to customers in the long term.
Is the manipulation of the customer permissible and useful?
The books on the subject (advertising)
Today we know pretty well how people "tick". What triggers work for him. And no Anxiety: This does not have to be after the «home shopping» malletMethod happen. We can “influence” subtly and almost unnoticed. But is that even allowed?
Even if we think we don't have any advertisements Effect … You have it! Most People had not planned to buy a candy bar at the checkout in the supermarket. Still, many do. And times Honestly: If you are completely convinced of your product or service, then you should also ensure that potential customers learn about it and access it.
Going unusual marketing channels
How many Ikea customers actually manage to leave the store without napkins or candles. The goods are presented too skilfully, the price is designed to be brain-friendly and the placement is well thought-out. You can always use napkins. The Tampering so it's not that bad, is it?
Neuromarketing is already standard in retail. If you come to your trusted supermarket after work, it smells temptingly of freshly baked bread. Because the bread is "of course" baked directly in the shop - which "accidentally" boosts bread sales and makes hunger even more noticeable. In the shoe store that smells like leather, you tend to give more Money off for shoes, even if there is a hidden scenting system from which, you guessed it, the finest leather scent is sprayed.
Convincing personal stories
Discounts for your success (advertising)!
In order to turn the customer into a fan, you have to leave the levels of “usual” marketing. In store as on the website. Figures, data and facts do not affect anyone. Neither do texts smoothed to a high gloss. emotions, stories and a look behind the scenes are encouraged. And in an absolutely authentic and transparent way.
The entrepreneur is therefore welcome to explain why the company came into being. What drives him personally as an entrepreneur and what challenges he faces. In doing so, he makes his purpose and his drive transparent. And people who have the same purpose, the same values, are attracted to it feel.
Real people instead of just hot (communication) air
Meaningless clouds of communication à la "We are the best with the most motivated employees who will inspire you..." are now reasons to leave a website and write off the company internally. Only if you really take the customer seriously and think about what they really want, what they are afraid of and how they can find the perfect one Solution imagines, you can make your own Communication optimize and make it more effective.
Neuromarketing as a “scientific work” with 500 pages of beautiful Excel and Powerpoint graphics is - financially and in terms of resources - not for small and medium-sized companies. However, if you want to proceed in a practice-oriented manner and implement findings from neuromarketing and psychology that have been gained in recent years in your own company, this is also easily possible for small and medium-sized companies.
Communication in the future will have to change
Communication has to change or companies will hit a wall! Today's customers want to know more about a company and the people who work in it. they have no Lust more on hot air in communication. They want to see real people. Companies that do not recognize these signs of the times in time will be in Future Massive Problems get when recruiting new, good employees. And consequently also customers verlieren.
The customers, the demands and the transparency change very quickly. The question is, which companies can stand the pace of this change and realign and adapt quickly enough? Because this is not about processes. It's about meaning, about communication and ultimately about people.
Top books on the subject
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Advice on success, goal achievement or marketing
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