Neuromarketing, written by Patrick Renvoisé and Christophe Morin in 2002 and revised some 10 years ago, carries a message that will still come as a surprise to most marketers—in particular those who practice "me too" messaging or use buzzwords like "state-of-the-art," or "empower" or "gamechanger" or "cutting-edge," to name a few.

After reading Neuromarketing, you will never again claim to be "one of the leading providers" of anything, use time-worn buzzwords, or focus on anything except how you solve the pain of the prospects in front of you—because that's all they care about!

The How and Why of Effective Marketing Communication

I recently reviewed the notes I took years ago when I first read "Neuromarketing." I had forgotten the brilliant job the authors had done of explaining the how and why of effective communication.

Neuromarketing principles substantiate much of what I've been advocating for more than 20 years in my positioning-related consulting, including workshops: Use simple language, make a unique claim that solves a real business problem, and repeat your position over and over to claim it. All of which is why storytelling plays an important role in effective marketing communication.

Most Important Neuromarketing Principles

This is the second in a two-part article series in which I highlight the most important principles in Neuromarketing, which is now undergoing a third revision. (When the new edition will be available has yet to be determined. "It's OK to mention the new version," co-author Renvoisé told me, "but we don't want to give any date for the release as it usually takes longer than we think to finalize the script!") The good news is that you don't have to wait for the new edition of Neuromarketing to start applying the principles articulated in the current edition of the book.

In the previous article, we examined the six stimuli that get the attention of the decision-making portion of the brain. This article explains specific tactics that improve the effectiveness of your marketing efforts.

But first, let's quickly review some of what the first article outlined.

The brain has three distinct parts: the new brain, the middle brain, and the old "reptilian brain."

• The new brain thinks. It processes rational data.
• The middle brain feels. It processes emotions and gut feelings.
• The reptilian brain is much less developed than the other two parts of the brain, yet it makes most decisions. Though it takes into account the input from the other two brain areas, the reptilian brain is the actual trigger of decisions.

The best way to improve the effectiveness of your communications, therefore, is to direct your message to the decision-making reptilian brain.

Because the reptilian brain is so primitive, there are just six types of stimuli to which it responds in a favorable way:

1. It is self-centered—always searching for ways to relieve pain and increase comfort.
2. It can pay attention only to the beginning and ending of lengthy communications.
3. It is visual.
4. It likes contrast.
5. It best understands simple language.
6. And, finally, it is triggered by emotion.

Master ways to factor those six types of stimuli into your marketing communications, and you will be on your way to marketing success. Here's how.

How to Communicate Your Positioning and Improve Your Marketing

The following sections highlight ways to use those stimuli to communicate with your target audience. Note that some of the content is taken directly from the book.

Differentiation is critical to effective brand positioning

Powerful, unique claims attract prospects because they highlight the difference, gap, or disruption the reptilian brain is seeking in order to justify a quick decision. To reach the reptilian brain more effectively, you should use (and be able to prove) a statement that makes a clear contrast, such as "Only XYZ product streamlines and accelerates..." or "ABC is the only consultancy that..."

The reptilian brain responds favorably to clear, solid contrast; it's hardwired to pay attention to contrast. Sharp contrast helps your prospects' reptilian brain make decisions more quickly and easily, and contrast is often needed to trigger the reptilian brain to make a decision.

You must be able to convince the old brain of every claim you make

The reptilian brain prefers tangible information over complicated or abstract concepts. It needs solid, simple proof of how your solution will enable it to survive or benefit. The benefit of your specific cure to their pain will satisfy the reptilian brain's need for concrete, black-and-white evidence.

Since the reptilian brain won't make a decision unless it feels secure, you must demonstrate, not just describe, exactly how your prospect will be better off with your product or service. An excellent example: Domino's Pizza created an ad campaign to deliver in "30 minutes or less," and "proved" it by adding "or it's free" as a guarantee.

Use repetition to claim a position in your market

Although the most thoughtful and logical message may interest your prospect, it will not trigger a buying decision unless the reptilian brain understands and remembers it. You can make your claims more memorable by repeating them. Even repetition of a few simple words sends a strong signal to the reptilian brain, prompting it to note, "I should remember that."

Repeat your claims so that the reptilian brain bookmarks them as important. Donald Trump used this technique to great effect not long ago.

Storytelling is a highly effective way to communicate