Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Lead Generation

4 Psych-Backed Marketing Techniques to Get Inside Your Buyer's Head

By Ramona Sukhraj

4 Psych-Backed Marketing Techniques to Get Inside Your Buyer's Head Blog Feature

One of the fundamental steps in developing your Inbound strategy is identifying the right people your business should target (buyer personas) and crafting the right marketing messages to appeal to those people.

Although this seems like marketing 101, in practice, it’s surprisingly challenging.

Effective targeting requires you to get inside the head of the person you’re trying to sell to – that’s where Roger Dooley can help you.

Dooley is the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing as well as a marketing consultant, author of the Neuromarketing blog, and host of The Brainfluence Podcast.

Brainfluence combines research from the fields of psychology, neuroscience, and neuromarketing to help you understand how consumers make decisions and how to apply that knowledge to marketing. It can help you:

  • Write more effective ad copy
  • Describe your offers in a way that’s more enticing
  • Choose design elements that spark certain emotions
  • Increase the perceived value of your products and services

If you’re diving into the world of Conversion Rate Optimization (CRO) or you simply want to increase sales, this book is a must-read.

You’ll have to pick up a copy to learn all 100 tactics, but this summary will cover four of the most valuable insights marketers should take away from this book. (There’s also a few more shared by a member of our team here.)

1. Reduce The Pain of Paying High Prices

In Brainfluence, Dooley discusses studies from Carnegie Mellon and Stanford University which analyzed the brain waves of people being encouraged to make a purchase.

When they looked at the brain scans, they found that when an offer didn’t resonate with the participant, activity was stimulated in the same sections of the brain as physical pain.

In other words, making a purchase that feels expensive (relative to each person) is literally painful to them.

Not only is this going to limit sales, but it will also lead to more instances of buyer’s remorse.

A simple trick to overcome this problem is to present the price in a way that’s less painful -- aka lowest terms.

For example, if an annual software subscription costs $240, to make the price more attractive, the software company could position it as only $20 per month (or even $0.66 per day, if they’re feeling wild.)

Another way to overcome the pain of a high price is to give your prospect a logical reason to support their purchase.

For instance, another study from Carnegie Mellon University found that when “thrifty spenders” were offered a massage, people were 26% less likely to buy if it was positioned for pleasure, while they were only 9% less likely to spend their money if the massage was pitched as back pain relief.  

The more ways you can help your prospect justify their purchase, the less painful it will be for them.

2. Baby Faces Sell More

Everyone love babies, so no big surprise here, right?

Research has found that emotional brain activity can be triggered from as little as 150 milliseconds of seeing a photo of a baby. Even babyfaced adults were found to have a similar effect.

The theory is that it is because babies are vulnerable and innocent and humans naturally have an emotional connection with children as an evolutionary instinct. Also, babyfaced adults represent youth, health, and energy – all traits that people of all backgrounds aspire to have more of.

Another tip that Dooley mentions regarding faces in your marketing images is that the face should look at what you want the viewer to focus on.

That could be the product, a CTA button, or anything else. Since faces are so engaging to us, we can’t help but look at what others are looking at.

3. Catch People Off-Guard

To learn more about the scientific reasons why you should catch your audience off guard, how to do it, and unlock the fourth brain trick, click "keep reading" below. 

Topics:

Lead Generation
Marketing Strategy
Published on September 19, 2016

Recent Articles

Rethinking your approach to B2B lead gen, ft. Chris Walker (Inbound Success, Ep. 200)

By Ramona Sukhraj on June 21, 2021
36 min read

What is the content marketing funnel and how does it work?

By Ramona Sukhraj on June 2, 2021
10 min read

What is lead nurturing?

By Ramona Sukhraj on May 28, 2021
9 min read

Should you still gate your content in 2021?

By Ramona Sukhraj on April 8, 2021
7 min read

What is conversion rate optimization? (definition, examples, and tips)

By Ramona Sukhraj on March 31, 2021
12 min read

Call-to-action examples: 31 designed to earn clicks and generate leads [Updated for 2021]

By Ramona Sukhraj on March 11, 2021
10 min read

Here's exactly why your inbound marketing leads suck

By Ramona Sukhraj on March 5, 2021
6 min read

6 reasons you're not generating leads with your blog content

By Ramona Sukhraj on November 9, 2020
7 min read

6 most common lead generation website problems (and how to fix them)

By Ramona Sukhraj on January 28, 2020
8 min read

11 best examples of lead generation website designs

By Ramona Sukhraj on January 20, 2020
9 min read

Top 9 proven lead generation ideas you need to try in 2020

By Ramona Sukhraj on December 3, 2019
3 min read

21 mind-blowing lead generation statistics to aid your 2020 strategy

By Ramona Sukhraj on September 14, 2019
6 min read

What's Changed With Social Proof in 2019?

By Ramona Sukhraj on March 29, 2019
4 min read

I'm a Marketer & I Don't Want Your Email Address

By Ramona Sukhraj on February 20, 2019
6 min read

“First Name Bob, Last Name…”: The Genius of Gieco’s Best Of Campaign

By Ramona Sukhraj on January 4, 2019
2 min read

How Much is Bad Customer Service Costing You? [Infographic]

By Ramona Sukhraj on March 11, 2018
1 min read

Eye Tracking Software: How Science Helps You See Through Customer’s Eyes [Infographic]

By Ramona Sukhraj on February 24, 2018
1 min read

CRO: The Proven Process That Helps Turn Browsers into Buyers [Infographic]

By Ramona Sukhraj on January 14, 2018
1 min read

The Curiosity Gap: Does Curiosity Actually Help or Hurt Your Conversion Rates?

By Ramona Sukhraj on December 14, 2017
3 min read

Creating a Landing Page That Works is as Easy as ABC [Infographic]

By Ramona Sukhraj on December 9, 2017
1 min read

"Using Online Quizzes to Boost Lead Gen ft. Jeremy Ellens" (Inbound Success Ep. 15)

By Ramona Sukhraj on December 4, 2017
27 min read

How to Win People Over by Embracing Your Flaws

By Ramona Sukhraj on November 28, 2017
4 min read

9 Great “Top-of-the-Funnel” Offers Every Marketer Can Learn From

By Ramona Sukhraj on November 14, 2017
6 min read

"Generating Leads With Podcasting Ft. George B Thomas" (Inbound Success Podcast Ep. 10)

By Ramona Sukhraj on October 30, 2017
29 min read

Landing Page Best Practices: 11 Elements of the Best Performing Pages

By Ramona Sukhraj on October 24, 2017
3 min read