“First to mind wins.” Companies that form strong anchoring and user habits enjoy several benefits to their bottom line. These companies attach their product to internal triggers. As a result, users show up without having to rely on any expensive external prompting. Habit forming & digital psychology framing companies link their products and services to the users’ daily routines and emotions.
After studying Psychology at the University of Washington and Deep Machine Learning at Stanford, Athens Ramseyer, came to realize that neuromarketing, an intriguing marriage of marketing and science, was the window into the human mind that we’ve long been waiting for, that digital psychology is the key to unlocking what he calls ‘The Buyology of Our Sciential Brain’ – the subconscious thoughts, feelings, and desires that drive the purchasing decisions we make each and every day of our lives.
The Birth of Sciential
Every year, INC puts out a list of the 500 fastest-growing companies in America. In 2018, a company called Trade-In Tech that Athens co-founded alongside Hayden Howard got on that list. In that year alone, if you look them up on Inc Magazine, they did over 8 million dollars in revenue. This being his second business he has successfully scaled and sold for a profit, the first being a wellness center called Healthy You in Spokane, WA, Athens was ready to apply everything he had learned into his next big venture.
Sciential, a digital marketing agency that is incorporating neuroscience into its capital market programs, they study how the brain makes decisions and responds to pitches and apply the latest findings in the field of neuroeconomics. Shifting online consumers’ buying criteria in your favour by using new technologies and digital psychology framing methods.
Service and Sacrifice
The play on psychological vulnerabilities on social approval and connections where they have really tuned up the psychological exploitations with these tools. Every message really feeds each other into a super powerful notion. Human flourishing and making the most of what you’re capable of doing. This is what you’re looking for – is Eudaimonia. Being connected and serving the people within your orbit.
“In doing this we can build much stronger and much more cohesive social structures. It’s in the DNA of our Sciential Brain. We’re able to do deep work and be deeply concentrated around other marketing professionals that hold each other accountable and bounce ideas off of. Very concentrated work and keeping intense focus with other like minded colleagues that know the lingo is necessary.”
“Our entire economy is increasingly based on taking human brains, having those brains think about information, and produce new information that’s valuable. What you want me to do is help you craft your message and deliver it to the right target audience in a contextual way within the natural moment of the buyer’s journey. Not a second before, not a second later.” – Athens Ramseyer
The Science of Why We Buy
More often than not, your product may share the same features as your competitor and “the differentiator” that you thought was so special, really isn’t to the user. And at the end of the day, it’s not what you think is so special, it’s what the market thinks. It’s up to the innovativeness of marketers to spin your product in a way they have yet to see or feel before. And believe it or not, it’s not as elaborate and expensive as it may sound.
But, how can you do that? This is where Athens Ramseyer comes in. Sciential will identify your target market and develop a Digital Psychology Framing Strategy. No need to gut everything and start over from scratch. All you need to do is tweak the way your audience perceives your product or service.
Introducing Mirror Neurons
This phenomenon, believe it or not, can be traced way back to our age-old instinct for survival. As UCLA’s Dr. Susan Brookheimer points out, “Dopamine activity in the brain increases in anticipation of many different types of rewards, from gambling-related rewards to monetary to social rewards.” In other words, that crazy rush of pleasure we may experience from the anticipation of buying, say, a new iPhone may actually be helping us enhance our reproductive success and preparing us for survival. Why? Because consciously or not, we calculate purchases based on how they might bring us social status – and status is linked with reproductive success.
“It’s the culmination of lust. There are a lot of people who aspire, who want to have something they may not be able to afford, and they can’t buy it yet. They are looking for a way to satiate their appetite. Or maybe it’s just mirror neurons at work.” Athens adds.
Advertising With A Heartbeat
Since everything is plastered online now in a way where advertisers are just slapping keywords in your face, Sciential orchestrates in a manner that pulls on the heart strings of it’s viewer. As the data suggest, rational marketing doesn’t appeal much to the public when compared with emotional marketing.
Value is in the mind and heart of the valuer.
And that’s just how mirror neurons work on us as consumers. Think about how other people’s behavior affects our shopping experience, and ultimately influences our purchasing decisions. Mirror neurons explain why we often smile when we see someone who is happy or wince when we see someone who is in physical pain.
“If you have a webcam on the front of your phone, Facebook and Instagram, every single post that ever comes across your feed, they gauge your emotional response through your webcam on the front of your device right now. So, down to the look you have when a piece of content comes across your feed is how they know whether to put your piece of content that you want to advertise in front of your ideal audience.
Content is for framing and future objection handling. Re-framing beliefs is done 1 belief at a time for however many videos it takes for you to frame the person to actually be open to your offer.”
Athens often finds himself speaking to eCom Giants that are spending months and months working on the ‘perfect ad creatives’ that they believe will crush it. They finally get them ready to launch, and surprise surprise they FLOP. A lot of money wasted but more importantly so much wasted time.
So what is working right now?
There has been a huge shift to user-generated content and really simple user-generated content. Ok, so what does that mean exactly? Videos that are crushing it for his clients and in the eCom space are videos such as:
Boomerang Instagram Story Videos
Taste Testing Videos
Trying Clothes on Videos
Inclusive Marketing Videos
Applying Makeup Videos
iPhone Testimonial Videos with the Product.
Product & Brand Experience Review Videos.
The focus should now be really organic style video and image ads. The kind of Instagram Stories you would see from your friends. It would almost look and feel like it is an organic Instagram story but actually it’s an ad. The more organic you can make your ads feel the higher they will convert.
So get your iPhone out and start filming some videos. Encourage your customers to share their purchases on social media and use that content for ads. Every time someone tags your brand on Instagram, share it to your profile and save the image or video. Use it for Ads. Go look at your ‘Tagged’ photos on Instagram. Often he finds really great quality images and photos there. And so many brand owners are missing them.
In summary, no need to spend thousands prepping these high resolution, highly time-consuming videos. Simple and Organic converts. And the best thing about this, it’s so easy to get content for your products.
So go out there and get filming!
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