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.
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.
How to target the lower brain:
You need to factor all six of the above elements into your direct mail campaigns in order to reach the lower brain and increase your response. Direct mail is very visual, so keep your message simple and incorporate that into your images and graphics.
One more thing to keep in mind is to not overwhelm the brain with too many images or graphics. Give the eyes one focused focal point that gets your urgent message across fast.
Lastly, stay away from using numbers, they bring in the use of the upper brain. As with all marketing, direct mail works best when messaging is repeated, so find your focus and go after it.