We all want to forge a deep and long-lasting connection with our audience, but how do we do it at the personal level as well as on a professional level? Renowned for using neuroscience to teach business leaders to ethically connect and persuade, Dr Thomas Trautman, founder at Happy Brains, will speak at IBTM World on Tuesday 29th November, revealing the secrets underpinning the science of decision making.
What is neuromarketing?
Neuromarketing is about using the latest neuroscience combined with knowledge about the decision-making process to impact the way the human brain makes decisions. It’s about talking the ‘you’ language and ethically persuading people to come to decisions that will be beneficial. This is not about pulling the wool over people’s eyes; it’s about making sure they get what they need so that they become repeat customers.
Contrary to popular belief, it's not NLP (neuro-linguistic programming), it’s about using the latest in scientific knowledge to really understand what’s going on in the brain when people make decisions.
Can you give us an overview of the four secrets underpinning the science of driving decisions?
The first is subconscious frustration – we all have a problem that we would like solved, and if you can work out what that is, you are halfway there. You must dive deep inside the brain of your audience or customer to understand their motivations. The subconscious brain is the decision maker; we don’t make rational decisions, and our primal brains take just 11 seconds to make a decision.
Secondly, you have to know who you are, on a very deep level, as only then will you be able to properly connect with others. Look beyond the label of company or brand to the people beyond it.
Thirdly, you must know why you’re doing what you’re doing, or trying to persuade someone to make a certain decision. What is the deeper reason, beyond making money? Is it bringing people together? Imparting knowledge and sharing ideas? Furthering a specific cause?
Lastly, humans as a species evolved in tribes. Our families are tribes. The companies we work for are tribes. Social or religious groups can be tribes. Understanding the dynamics of groups is vital to knowing how to influence. In tribes people tend to be divided into followers or leaders. Most of the time we are followers, but when you want people to make a decision you must be a leader.
How can we use neuromarketing to create better events?
Events must always bring something of value to its participants. We know that making a decision causes the primal brain pain, as each time the brain makes a decision it stops doing something else. The subconscious brain needs to feel that it will gain 2.3 times more value from that decision than the pain it feels.
In addition, the primal brain runs much like a two-year-old child. You have to prove the gain on the spot. So when we run events we must demonstrate that value up front, and we must show how it translates into tangible value in their every day lives. What can they learn from your event that they won’t from any other? Who will they meet? What unique experiences could they have?