The Case for Whole-Brain Marketing

Don’t ignore 80% of the buyers’ motivation for purchasing.

The most effective marketing engages the target audience’s whole brain. Whole brain marketing works on all parts of the potential buyers’ brain: logic, emotion and habits. It’s especially effective for selling professional services, but more commonly used to sell products.

Traditional marketing focuses on a buyer’s thinking process. Logic is just 20% of the brain’s contribution to a buying decision. It’s used to justify a purchase and irrelevant to creating the motivation to buy.

Whole brain marketing also addresses the 50% of a buyer’s motivation rooted in emotions and the 30% influenced by the habits/patterns they follow in evaluating a particular purchase.

Successful marketing programs:

• Uncover your customers’ underlying desires and the problem(s) they want to solve.
• Target these desires and problem(s) in your marketing messages and campaigns.
• Suggest a buying process aligned with their normal purchasing patterns.

Incorporating all three aspects of buyer motivation in your marketing helps your target audience recognize the value of your product or service and eliminates the need for using marketing gimmicks to get their attention and take your desired action.

And using whole brain marketing methods in your strategy, promotional campaigns and on your website creates the breakthroughs most think impossible.