We are continuing on this learning curves as we strive to share time tested and proven strategies experts have employed in digital marketing to drive outstanding results. These principles aligns to the psychology of the buyer hence they do not change with changing times because they are embedded with the human nature. 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 will be evaluating more stimuli that get the brain to a decision-making point as established by neuroscientist /and get it to take action. Our main focus is to understand how people work, to understand what drives them so that we can tap into those established behavioral pattern and convert them . We have evaluated 3 principles in our previous article and will be evaluating the rest

4. First and Last.
This is another interesting principle, it goes to state that the old brain is adapted to being in a constant state. Changes around it make it uncomfortable as those changes may mean danger to its survival. The old brain has been adapted to making judgment through patterns. Its identification and evaluation were things that the early man used for survival .These patterns were used to identify animals, enemies and environment on a larger scale. The old brain regularly and unconsiously scans its environment quickly to identify possible changes; it evaluates the changes with its historical information to see if they will threaten its survival, then it quickly takes the next line of action to preserve its self. So when there is an interaction the old brain will be more alert at the beginning and the end of such interaction. Since this is the default of the old brain we can explore this in our marketing. This is called the first and the last principle. Where these apply in digital marketing are specifically in the design of your website especially in how the content is presented, the web pages and also your videos.
To ensure that your website visitors are engaged you must ensure your present novelty every second .For the videos how they start and how they ends is very important. Putting in mind this first and last principle always remembers that people will mainly recollect how a thing starts and how it ends. In terms of content it has been established that if there is nothing spectacular or much change in the pattern and flow of a content the old brain switches to an auto pilot mode and won’t pay attention to that content. A very important thing here is Novelty. In our content we must strive to ensure that our writing is new, original and unusual. Anything out of this will numb the old brain and it won’t be triggered to take action. We know that our mind gravitates towards novelty, it takes special interest on things that are attractive and new/uncommon. We easily get tired of things being regular or usual. No one wants to go to a cinema that keeps showing the same film time and time again. Even a blockbuster movie that makes everyone excited looses that position within few months. In other words the mind keeps saying what next. And the next things must be more exciting or uncommon than the previous one to continuously engage the mind.
When writing a content that has much text and your intention is that your audience should read it e.g. sales. A lengthy one will at times turn boring and can further turn to blandness. You can improve your audience engagement by applying novelty. Certain things you can do includes Changing of the background colour,change text positioning,include images,imbed videos & infograhics. This will help to improve the engagement and attention of your readers

5. VISUAL
It has been established that visuals are very strong part of the old brain. The human brain process images 60000 times faster than it processes test. Interesting the optic nerve which is responsible for visual also is faster than the auditory nerve responsible for hearing. There are two optic nerve that carries signals and information to the brain. Interestingly each of them have a million fibre as compared to the auditory nerve which has 30,000. In addition to these amazing statistics and the very clear distinctions ,the optic nerve is connected directly to the Old brain. This again lins to pattern above. Judgment for survival is faster for the old brain using the patterns from visuals as visual is move consistent and fixed as compared to sound . Using visuals is a very powerful tool in digital marketing and has been consistently used by expert in digital marketing to drive greater sales. Ensure you always use visuals after your text to buttress the points to made in the text. When it comes to selling products like books or other digital products, you can add the screenshots of compelling pages and captions
One picture can effectively pass across a message that you need hundreds of words to pass across.
6. EMOTION
The oldest part of the human brain is the emotion centre and hence the old brain is only triggered by emotion. When emotion is not activated the old brain will not get into motion. The way the old brain was designed is that all information reaching it passes through a channel called recticulum and that recticulum is tied to the emotion pathway in the brain. So the for any stimuli to activate the brain to work it will need emotion stimuli to do that. If you want anyone to take action about a product of service you must look for a way to connect to their emotion. It has been established that people don’t buy for logical reason. The buy emotionally then justify them logically. Have you even both something because the marketer too you on an emotional roller coaster, then when you get home you will start asking yourself why on earth you bought such item or have you made some expenses because you were connected to someone or a group emotionally then after you will wonder what happened to your mind that you made such decision.
We will evaluate how this can be applied in your digital marketing in our next article. Do watch out my page for a continuation on this.
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