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How & Why Your Customers Remember You
article presents a very brief overview of how advertisers use psychology
to increase advertising effectiveness.
ON the Human Brain
brain does not have endless storage capacity. Most of the time your
brain just scans its environment. It scans, but it does not memorize.
You want your
customers to remember your advertising. But what you’re really asking
is for them to create a memory of your message in their brain. You want
their brain to click OFF from “scan environment”, and ON to
But for the
brain to click ON and to create a memory takes a lot of effort. It’s
harder than most people realize. The human brain will not create
a memory unless something significant occurs. You must create that
something significant with your ad to get your customer's brain to pay
attention and create a memory of your message.
three things that can get your customer's brain to click ON:
Significance, Involvement, and Intrigue. If you want your customer's
brain to actually remember your advertising, it must be significant,
involving, and intriguing.
Look at your
advertising and ask yourself, “Is it significant to the customer? Does
it get them involved? Is it intriguing to them?”
and the Human Brain
How committed are your customers to their current brand? The
level of their commitment is very important to how you will approach
them, and to how much money
you will need to spend to win them as customers.
commitment level of your customers to their current brand has a big
impact on your entire marketing program. If 90% of the market is
strongly committed to your competitors, you need to know it. Your mass
marketing campaign will not work under these circumstances.
prospects are committed to another brand, your incentives will need to
be larger, and your offer will need to be stronger.
this, the higher the level of commitment in the market, the better
targeted your advertising needs to be. Professional
Advertising is about saving you money with your advertising. Any
advertising directed at the committed faithful will be completely
The human brain can be a
little funny once a commitment is made. People can be fiercely loyal,
and attempts to win them away can only backfire. There is no room in
their brain for any other brand. You don’t want to keep sending your
direct mail piece to this customer.
On the other
hand, if the level of brand commitment is low, you may be better
positioned than you think. The lower the commitment in the marketplace,
the more effective your long-term advertising will be.
And – How
committed are your customers to your company? There is often a
substantial time gap between when a customer loses commitment and when
they actually change companies. If you let it get that far, it’s
probably too late to win them back. Read Why Follow Up Works and The
5 Best Marketing Strategy Ideas
for some ideas on increasing customer
and the Human Brain
Men and women process information differently in their brains. Research indicates that men respond better when text is reinforced by visual product demonstrations or visuals that show benefits.
If your audience is mostly
male, you want very strong visual reinforcement in your advertisements.
In addition, some research suggests that messages directed to males
should be fairly simple and have a single theme.
If women are
your main audience, then the text in the ad becomes more important.
Women process verbally descriptive information better. The text should
be richer and more descriptive. In
addition, ads for women should contain more written product information.
and the Human Brain
Words are the
tools of the advertiser, and some words are better than others. Research
has shown us that the brain responds differently to different words.
Some of the
strongest and most influential words in the English language are You,
Sex, New, Easy, Guaranteed, Save, and the list goes on. But don’t get caught
thinking that a magic word in your headline will get you a lot of new
customers. Your advertising must do much more than just use words that
are strongest when used abstractly. Words that capture emotions are
stronger than words that capture logic. You simply can’t argue away
emotion with logic. So if you can connect your product with words like
“beauty” or “truth” or “love” or “faith”, then the
prospect's emotions about these words take over. If you can connect on an
emotional level, your competitors’ logic won’t work against your
more emotional ads.
will find much more about using words in the Copywriting
and the Human Brain
advertising can actually trigger the same physical reaction that a real
situation would. A photo of an attack dog can cause real fear. The
opposite sex can cause real lust. A picture of a new baby can cause real
joy. The stimulus from the advertisement triggers a person’s
instincts, and they experience real feelings.
advertiser hopes to attach those instinctual feelings to their product.
The product would enhance the positive instinctual feelings, or decrease
the negative feelings. The pictures in the ad reinforce the product
benefits. The advertiser links the psychological appeal of the ad's
visual presentation to the product or service. The prospect then relates
the product to the positive instinctual feelings.
is the underlying reason why your visuals need to match and reinforce
your product benefits. A visual that gets attention but does not match
your message won’t work as well as a visual that shows and
demonstrates product benefits.
visual that creates lust when you are actually selling a product that
decreases fear is a mismatch. The mixed messages will confuse all but
the most persistent readers. One of the best ways to fail in advertising
is to send mixed and contrasting messages in your ads.
As always, we
strongly recommend that you hire a quality graphic design firm to create
your ads, and ask a marketing professional to review your advertising
strategy. Understanding and using human behavior to create really
effective marketing materials for your company is what Professional
Advertising is all about. Please contact
Professional Advertising for graphic
design and marketing consulting services.