Use Neuromarketing in Your Direct Mail
So what is Neuromarketing? It’s marketing that focuses on the brain. Since the brain makes all of our decisions, we should target our marketing there. Most current direct mail marketing is focused on upper brain function that involves reasoning, sometimes with emotion. This is the wrong approach. It involves too much thinking and is a turn off to many recipients. So let’s take a look at the brain and where we want to target our direct mail.
- Upper Brain: Your upper brain is the high functioning smart brain. It is rational and processes information slowly. This is your conscious thought area and is somewhat controllable. This part of your brain is off when you are sleeping.
- Middle Brain: This is where your emotions are. When emotions are triggered here, they get processed in the upper brain.
- Lower Brain: This is the fast processing area of your brain, but it is limited to all your unconscious systems, heart, breathing, nerves and so on. This is the oldest part of the brain. This area focuses only on what is happening immediately. It is your auto pilot and is always on. We cannot control this part of our brain. This is all about system response such as fight or flight.
Now that you know what part of the brain controls what functions, you are ready to see where we should be targeting our direct mail. That target sweet spot is the lower brain. Since it deals with immediate processing and does so without our input, marketers have a better chance at eliciting a quick response when we can tap into that area of the brain. You have about five to six seconds for your message to be understood before the recipient moves on to something else. Because of that, you need to keep it simple.