Facts often reassure the hesitant buyer.
However, if you’re targeting the impulsive buyer,
facts can hurt your sale.
As Clint Carter shares
“In a UCLA-George Washington University
brain-scan study last year,
ads touting specific product attributes
– facts, figures, or specific claims
– activated key decision-making brain regions,
including the amygdala and the orbitofrontal cortex.
Ads that avoided product attributes
and focused instead on sexual imagery or narrative
and other emotional triggers
led to significantly less activation
of the rational thought centers.
“When marketing bypasses
these parts of the brain,
you’re more likely to make impulsive decisions,”
says study author Clay Warren, Ph.D.”*
Know your target buyer
and refine your marketing/sales pitch to appeal
to that buyer.
*June 2012 Men’s Health