Buy-ology

In essence, "Buyology" offers valuable insights into the intricate world of consumer psychology, providing marketers and businesses with actionable strategies to create memorable brands and connect with consumers on a deeper level. It underscores the significance of understanding and leveraging the subconscious factors that drive purchasing decisions in our modern era & here are the key insight from the book:

• Mirror Neurons:

  • People and even chimps react to what they see someone else doing. Our brain is wired to need to conform and do what another person is doing - this is how we empathize with another.

  • Brands use this by showing someone you can identify with doing / using the product they are selling, effectively invoking within you the desire to also use it. They use verbiage and audio that will help you visualize yourself holing the item and using it back home.

  • Some brands will speak about themselves in a way or tone that connotes that the brand is a person that you can have a connection with - and in that plant the seed that if someone else connects with eg "Gucci" I must too.

• Subliminal Messaging:

  • Brands no longer focus only on direct marketing and so packages come with small copy writing to make you buy.
  • Brands will invest years of associating an animal, a plant or smell, an image or shape and color with the brand so that one day they will not need to spell out their name or remind you of their product, they simply show they shape and colors, or that plant and smell or the animal that's associate with the brand and they let the mind fill in the missing pieces.
    • This is usually done by telling a story that will have the pair of sensory hooks - audio with an image that aligns with the brand, the animal doing something that showcases what the brand does, or just playing the sound that plays with each of their adds "but without the add".
  • Some simple ideas like people react well to smiles & cute faces", makes brands use those to pull your guard down with their content making you feel at ease.

• Somatic Markers:

  • These are things associate with a certain context or idea that the brand is trying to promote.

  • This is the association of puppies to families & toilet training, this is an association created by brand to sell toilet paper. Puppies are likened to growth of family and also baby training & very few people don't want to use a product associated with that idea.

  • These markers are not just created of thin air but research behind color psychology, how we feel about certain animals or plants, how we perceive certain objects.

  • It is sole predicated on the idea that we as humans don't see things as things always, we see them as what they mean to us.

• Subliminal Messaging:

  • Some of the brands have realized that people have a real effect to being told not to do something, especially when there are laws that claim "you must tell customers the effect of the product".

  • Brands add images and words that warn people mainly to make them buy the product not to make them aware of its bad effects

• Rituals & Familiarity:

  • Brands that succeed work hard to create a culture and following around their brand, and the people who follow it and use their product also take part in rituals of some sort, some bear needs to be warm, other need to be mixed and given some time before drinking. This makes people believe they belong to something greater than they are.

  • Some brands will go as far as not selling s product during certain seasons because that will not allow people to enjoy the ritual as much.

  • Other brands associate themselves with religious rituals and that becomes their niche.

• Memorability:

  • Brands realize that their memorable competition is much more successful than the one that is not, so they invest in being memorable now.
  • Brands with a solid brand, logo, message, vision, story & colors will always stand out because of the consistency of these elements.
  • Brands that tell a story that is well structured without centering it around the brand or the brand message "all the time", will be memorable because people remember stories not brands.
  • Brands that promote a message that makes them emotional is much more memorable than those that don't.

Through neurological patterns brands don't need guess work anymore when branding and selling, they rely on our minds and how we consume information & this is how I think we can use that to our advantage:

1. Understanding The 3 Components:

a. Sensory Branding:

• Visuals (Images):

  • Use high-quality and emotionally resonant images.
  • Consider color psychology for branding elements. applying the psychology eg Color Palette Meanings
  • Ensure consistency in visual style across your website.

• Words:

  • Craft compelling and concise copy that aligns with your brand.
  • Pay attention to the tone and voice of your messaging.
  • Utilize sensory language to evoke emotions.

• Feeling-Invoking Stories:

  • Share customer success stories and testimonials.
  • Narrate your brand's journey or values through storytelling.
  • Create emotionally engaging content that resonates with your audience.

b. Behavioral Economics:

• Images:

  • Use images that trigger positive associations with your product or service.
  • Incorporate images that showcase the benefits of your offerings.
  • Leverage visual cues that encourage desired actions (e.g., CTA buttons).

• Words:

  • Implement persuasive language in your calls to action.
  • Highlight scarcity, exclusivity, and urgency in your copy.
  • Clearly communicate the value proposition of your products or services.

• Feeling-Invoking Stories:

  • Craft stories that demonstrate the positive impact of choosing your brand.
  • Showcase real-world examples of customers benefiting from your offerings.
  • Use storytelling to address common pain points and offer solutions.

c. Neuromarketing:

• Images:

  • Incorporate images that appeal to the brain's reward centers.
  • Utilize visuals that tap into consumers' preferences and desires.
  • A/B test images to understand which resonate best with your audience.

• Words:

  • Implement persuasive language based on neuromarketing principles.
  • Use storytelling to create anticipation and excitement.
  • Communicate the unique selling points of your brand.

• Feeling-Invoking Stories:

  • Develop narratives that trigger positive emotional responses.
  • Leverage storytelling to establish a memorable brand identity.
  • Use stories to create a sense of belonging or community around your brand.

2. Creating A Process:

a. Research:

• Understand your target audience's preferences, behaviors, and emotional triggers.
• Analyze competitors and industry trends.
• Identify key sensory elements that align with your brand identity.

b. Content Creation:

• Develop a style guide for consistent visual and verbal branding.
• Create a library of high-quality images aligned with your brand.
• Craft compelling copy that incorporates sensory language and aligns with behavioral economics principles.
• Develop a repository of customer stories and testimonials.

c. Implementation:

• Integrate sensory branding elements across your website.
• Test different visuals, copy, and stories to optimize for user engagement.
• Implement neuromarketing principles in your calls to action and product descriptions.
• Continuously analyze and refine your approach based on user feedback and data.

d. Monitoring and Adaptation:

• Use analytics tools to track user behavior and engagement.
• Monitor the performance of different sensory elements.
• Adapt your strategy based on the insights gained from user interactions.

3. Integration into Website:

• Homepage:

  • Utilize compelling visuals and concise messaging to immediately convey your brand identity.
  • Feature a standout product or service with a compelling story.

• Product/Service Pages:

  • Incorporate high-quality images showcasing your offerings.
  • Use persuasive copy to highlight benefits and unique selling points.
  • Include customer testimonials or success stories.

• About Us Page:

  • Share the story of your brand's journey.
  • Include images and visuals that represent your brand values.
  • Connect emotionally with visitors through authentic storytelling.

• Blog/Content Section:

  • Publish content that tells stories related to your industry or customer experiences.
  • Use images and words that evoke emotions and engage readers.
  • Encourage user-generated content through comments and social media shares.

4. Testing and Optimization:

• Conduct A/B testing on various elements to understand user preferences.
• Continuously optimize visuals, copy, and stories based on performance data.
• Solicit feedback from users and use it to refine your approach.

By categorizing the information and structuring it into a process, you can systematically apply the principles from "Buyology" to enhance your website's effectiveness in selling, branding, and storytelling. Remember, the key is to create a cohesive and emotionally resonant user experience across all elements of your website.