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MozCon 2021 – The Science of Purchasing Behavior: How to Use It Effectively to Attract & Convert More Prospects Into Customers – Flavilla Fongang

MozCon 2021 – The Science of Purchasing Behavior: How to Use It Effectively to Attract & Convert More Prospects Into Customers – Flavilla Fongang

In our latest MozCon post, we dig deep into Flavilla Fongang’s captivating MozCon presentation regarding purchasing behavior and the power that neuromarketing can play. Read on to learn the benefits or understanding the power of neuromarketing, and how it can improve your business and conversions.

How The Brain Functions

Flavilla’s presentation got fairly deep into the brain, and while we won’t go into as much detail as her, the three main brain parts she focused on were the neocortex, limbic system, and reptilian brain. The big takeaway was that the reptilian brain had the biggest impact on decision making and thus, purchasing power/influence.

Maximizing Marketing & Purchasing Via Brain Stimuli

By utilizing electroencephalogram (EEG) – which maps and measures the brain’s activity – we can now focus on following the brain’s reptilian brain stimuli, which breaks down into these sections:

  • Self-centered (pinpoint the desire or pain)
  • What makes it different? (differentiate your marketing)
  • Make it measurable (highlight the benefit)

While not always, you can count on many buyers thinking about themselves, so the self-centered focus is important. You need to be able to show them how you and/or your product/service can help them and fix the issue or need. The ability to differentiate is vital since the reptilian brain identifies contrasts, your message needs to be clear at both the beginning and end of your messaging. Something Flavilla outlined was the need to remember that the reptilian brain also draws on negative emotions, which is something that can be used for advertising and marketing.

Sensory Advertising & Marketing Works

While it can be easy to overlook, the power of sensory and gaze/body positioning is very important. the position of someone’s stare, or where they are staring can have a major effect on your marketing and advertising. Depending on your industry, other sensory aspects like hearing, smelling, vision, touch, and even taste, are all things that can be taken advantage of to improve the purchasing journey and conversions.

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