Marketers: Learn the Neuroscience of Attention & Trust To Get More Sales

Diana Lucaci and Tema Frank

Diana Lucaci and Tema Frank: You can tell Tema’s not from the selfie generation!

I’ve got two recent interviews for you in today’s podcast:

  1. Diana Lucaci, founder of True Impact Marketing, who spoke at the recent Marketing Research & Intelligence Association (MRIA) national conference in Saskatoon. She applies her expertise in neuroscience to business problems, and we discuss ways to get attention and improve a prospect’s memory of your marketing.
  2. Jeff Barto, Trust Strategist at Symantec, who I interviewed at the eTail Canada conference a few weeks back. We discuss how a simple security seal isn’t enough to build confidence in your potential customers, and what else you need to do.

If you missed it, also check out my interview with Briana Brownell about gamification of research surveys.

Tips for Getting Attention in a Noisy World

Diana discusses an experiment in which they tested peoples’ memory of a video. One group was told that they could take a picture during the video if they wanted. Turned out that those who snapped a picture remembered less of what they’d seen! The act of taking a photo switches your attention away from the content of what you are seeing and/or hearing.

She didn’t say it, but that is also why we need to get away from Powerpoint text-heavy presentations. People will be focused on the slides rather than what you have to tell them. (For a couple of really good books on presentation skills, check out The Presentation Secrets of Steve Jobs (I reread it frequently), and Slideology: The Art and Science of Creating Great Presentations, which focuses especially on the visual side)

Other interesting findings for marketers from neuroscience:

  • Printed direct mail has more of an impact on memory than digital!

So if you can afford it, use a combination of digital and print promotional materials and ad campaigns.

  • Getting your target’s face and name in the marketing pieces massively increases open rates

But if you have a face and a picture of your product side-by-side you’ll end up drawing attention AWAY from your product and to the face. One exception to this is if you have the face looking at your product. From an evolutionary perspective, it’s not surprising that we want to see what another near us is looking at: it might be something dangerous!

Trust is More Than Just a Security Seal

Jeff Barto, Trust Strategist at Symantec

Jeff Barto, Trust Strategist at Symantec

(If you want to skip straight to this one, it starts at minute 12:26 in the show.)

Jeff advises that you “think trust from the very beginning”. There are two elements to building trust from a security perpsective:

  • Validation (Is this site legitimate?)
  • Encryption (Is my data safe?

When looking for a security provider for your website, make sure you have both those bases covered.

Other Tips for Building Trust

  • Avoid the NASCAR look: don’t clog up your website with a whole bunch of trust and security seals. Better to have only one or two truly reputable ones.
  • Try to avoid sending users to another site to pay. If you have to, try to make it look consistent with your site.
  • The seal should be clickable and lead to explanations of what you’ve done to ensure the security of the site.

How Do You Decide if a Website Can Be Trusted?

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