We are continuing on our journey of influence as we are determined to share tried and tested strategies that experts in digital marketing employ to get their clients to take action as regards the products and services they market online. We are continuing from where we dropped off last week. I will recommend that you go through last week's article in case you missed it. The link to that article is attached below.

https://www.nairaland.com/5942145/how-get-enter-into-emotional

We are be evaluating more stimuli that get the brain to a decision-making point as established by neuroscientist /and get it to take action

Stimuli 2: Contrast:

Contrast is the state of being strikingly different from something else in juxtaposition or close association, in general terms contrast is the simplest way to show the difference between two items. When things change in its environment the old brain is triggered to take action. We mentioned in our last article that then old brain prioritizes survival above everything and one key thing to note when you are evaluating survival is that the entity in question must be able to identify when there are changes in its environment. Spot those changes quickly and also have the capacity to evaluate if the changes threaten their survival. With this kind of default of the old brain and with the knowledge that this helps it to make its decision we can easily employ this in our digital marketing activities to clearly easily help the brain make a decision.
A very interesting science experiment has been done by researches which help to buttress this point
There is a fascinating 19th-century science experiment. As the story goes, researchers established that when found that when they put a frog in a pot of boiling water, the frog immediately jumps out as expected. On the flip side when this same frog is put in the same pot with cold water and the water is heated gradually until boiling point, the frog still sits inside that water until it boils to death. it does not immediately realize that its life is threatened as the change is a gradual one. While the results of the experiment are in question it is a good metaphor to explain the contrast concept in neuromarketing. The easiest organization conclusion from this experiment is that the frog died because of the absence of contrast. The brain finds it difficult to come to a decision point when there is no contrast.
How can this principle be applied in our digital marketing? The answer is simple, use the before/after, This works very well when applied in digital marketing. The brain has been wired to utilize contrast to come to a meaningful conclusion when making its decision. The mind itself is eager and excited about processing information that comes in contrast. It can easily spot the difference when contrast is applied and thus can put itself in the “before” and “after” position of the product or service that is being marketed. When the brain places itself in those 2 positions it quickly judges if it is in the current position of “before”, if yes is it desirous to be in the “after “ position in the advert?. If yes then decision making has been simplified for the brain
This principle can be used in demonstrating the benefit of your products or service. it will increase the faith of a prospective client in what your business offers. It also indicates that you know what you are doing and emphasizes that you are an authority in your field especially when the outcomes are very outstanding. It also gives an opportunity for the actual clients to include there reviews on the comment session after your advert, this will further boost the prospective client's confidence that this is not a makeup marketing gimmicks. I know you have seen this model being severally used in different adverts, don’t just think that this it is a marketing gimmick, it is a very powerful tool that can reposition your business and services when properly used
In the words of the book Neuromarketing: ”…the old brain is wired to pay attention to disruptions or changes” such as before/after, risky/safe, with/without, and fast/slow. Therefore, to get the old brain’s attention, create contrast, and avoid things like neutral statements that dull contrast. “
You can integrate this principle in different areas of your marketing e.g. Customer testimonials and feedbacks, storytelling, visual testimonials, picture (if what you do can be easily seen in pictures). If you notice the bodybuilding and weight loss adverts use this regularly and those who want to either build their body or lose weight easily identifies with them as a result of the pictures they have seen.

Stimuli 3. Tangible.

The old brain constantly scans for what is tangible, something that is familiar to it, something friendly that it can easily lay its trust on. It does not want to take much time and energy to decide so it looks for those salient and important things rendered in simple words. In line with its survival nature, the old brain wants to decide quickly. It wants to save itself the time and energy spend in too much thinking and rationing which might be detrimental for survival. When trying to emphasis on the value your organization brings on board in terms of revenue to your client, it is better to use words they can easily grasp e.g. “More Money” rather “maximizing your ROI”
We will evaluate how CXL applied this principle in their organization. They would have easily said that “we leverage opportunities to increase shareholder value” or “we perform state-of-the-art marketing optimization to improve your bottom line”. But the main thing is all about making money so they choose a simple message the brain can easily grasp without much effort and that is “We will make you more money”.
I am currently running a mini-degree with the ConversionXL Institute. (CXL). It has been an amazing experience the insights from the program will make anyone that takes the training seriously him/her to be a start in digital marketing. The institute has a robust faculty and courses that touch on every point of digital marketing. Check them out today

Innocent Ekeleme
Co-Founder Premium Digital Marketing Academy
www.premiumdigital.com.ng
www.ess.com.ng
08087349345