What can you do with this? For example, give people the opportunity to tell something about their experience with your product or service on your website. This has the nice side effect that you also use ' social proof ': other people are influenced by the stories. In addition, it calls for commitment to this opinion. We like to remain consistent with what we say. This becomes even more powerful if we share this opinion publicly and also type it out very consciously. And now we can only hope for positive reviews
CityFoto screenshot
2. Create associations
What do you think of when you hear the word 'spring'? Or the word 'camping'? list to data Completely automatically and unconsciously, these words evoke certain associations in everyone. What do you think of when you hear the brand 'Miele'? Perhaps: ' There is no better' ? Miele has claimed a powerful association. This is stored in our neural network. We associate unconsciously, which makes it very decisive in creating a brand experience.
delicious heinekenMake sure your brand evokes positive associations by linking your name or slogan to it. By constantly appealing to dopamine neurons with your name, brand or product, you create a positive association and arouse desire in the brain by activating the reward centre. Heineken has also understood this well with its slogan: 'Heerlijk Helder Heineken'.
3. Avoid negative associations
To prevent negative associations from arising, it is important to respond to negative publications. We tend to pay more attention to negative reviews and give them more weight than positive ones. This phenomenon is known as the negativity bias .
So don't just focus on positive advertising, but especially on toning down negative advertising or publicity. This way you prevent a negative neural network about you from developing in the customer's mind. Once negative associations have settled in the brain, it is difficult to get them out again.
Always try to respond quickly to complaints or negative publicity. The Internet is a lightning-fast medium, so make sure you respond within two hours. Speak humanly, don't suddenly come up with a formal legal story. Resolve the issue as best you can, preferably with an unexpected twist. By doing something extra, you ensure that your customer thinks positively about you again. In addition, good service is passed on.
Below is an example from NSHispeed.
4. Play on emotion
Emotions are decisive in making a choice. In 1982, neurologist Antonio Damasio discovered that his patient could no longer make decisions after a tumor in his cortex near the frontal lobe had been removed a few months earlier. Due to this damage, the man no longer showed emotions and feelings. Damasio came to the conclusion that without emotion, no choices could be made. Our brain does not think in words, but in emotions. It is not that beautiful sales story that convinces, but the emotion it evokes in the customer.
Therefore, always try to write texts in colloquial language with words that are related to emotion. With words like proud, important, promising, excited, happy, winning you evoke positive emotions.
Arousing the right emotions is crucial for the choice that is made. We do not choose based on statistical data, but on the feeling that we have about something. Does it feel familiar? Does this suit me? Do I want to be seen with this? Emotions play the biggest role in forming a neural network. Be aware of this and think carefully about which feelings you want to evoke and how.