Tips from The Buying Brain

I just completed reading Dr. A. R. Pradeep’s book, The Buying Brain.  His book offers marketing communication information from a hard (but friendly) science way.  Here are some of my takeaways.

1. The brain is a communication machine – moving information bits at 100 miles per hour and can fire electrical impulses up to about 1000 times a second.  These impulses (voltages) trigger chemicals (called neurotransmitters) that are in brain’s communication delivery system. The brain has tens of thousands of connections in a binary and algorithmic computational dance at a thousand times a second. Amazing. pg 35
2. The focus of marketing communications is the unconscious due in part because we take in most of our information through our five senses.
3. “The brain is frustrated by (1) tasks that take too long to resolve, (2) clutter, (3) messages that distract don’t apply. p.29
4. We are hunters.  In today’s application of this principle, is in goals.  We seek to find what it needs most – to complete a goal.
5. “Whenever possible, position your message or product without clutter.” p24
6. ‘The female is hard-wired to seek out community.”   Therefore, let your brand, product, or store become a networking hub.  Provide your female customers with avenues for connection – Twitter, Facebook, etc.
7. She will pay attention to information that makes her job easier, to material that celebrates her individuality and her mastery over the many critically important ‘little things’ she gets done.
8. Women’s brains are hard-wired to feel more anxiety and to hold it longer.
9. Women control upwards of 80% of all the discretionary income in the United States.
10. Mirror neurons are cells that mimic what we see.  We learn through modeling the way.  Women have more active mirror neuronal activity.
11. ‘Ostracism from the group is a dangerous consequence.’  We biologically do not want to be rejected.
12. The brain can’t ignore novelty.  And, at the same time it seeks certainty and commitment.
13. Speech production is strong left-dominate; however, the emotional content in speech is mostly a right hemispheric function. pg 39
14. About one-fourth of the human brain in involved in visual processing.
15. Teens will enjoy the multiple screens, a fast-paced experience, and quick flash snippets of material.  Baby Boomers will not.  Mature brains like less clutter.  Craft messages to older adults in a more positive way.
16. The older we get the harder it is to suppress distractions.
17. Repetition reinforces belief.
18. Attention is the starting point.
19. Next is emotional arousal.
20. The brain loves novelty – interest, surprise, and attention.  When novelty turns into boredom then ultimately into irritation.  It thrives on new experiences.
21. Humans have a hard-wired need to have relationships not only with other humans, but also with the functional and fun items and tool that we use in our daily lives.
22. Context has a huge impact.
23. Get our attention.  Use emotional appeal.  Use pop-out power.
24. The eye and brain usually perceive things better from the outer edges to the center.  They pay less attention to things that move from the center to the outer edges.  In other words, no centering.
25. Create five or fewer images per group.
26. Place images on the left and words on the right.
27. Use images of faces.  Our brains are drawn to faces.  Faces are fundamental.
28. Brain likes problems/puzzles to solve.