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#5CMC: Presentatie Patsi Krakoff
1. The Brain Science of
Content Marketing
What can we learn from
neuromarketing studies for
better content results?
Dr. Patsi Krakoff
www.WritingontheWeb.com
4. Neuromarketing
What do brain scans
reveal?
3 ways to prime brain for
action
3 ways to frustrate the
brain
3 things brain can’t
ignore
6 ways to talk to the
brain…
8. The Subconscious Mind Defined
Our 5 senses process 11 million pieces of
information per second…
Only 40 of these enter our conscious awareness
~ Timothy Wilson, Strangers to Ourselves
9. 2 Minds
Conscious
Aware of what we’re
aware of
Thinks
Reasons
Slow
Reflective
Plans
Imagines future
Uses up energy
Subconscious
Alert without knowing
it
Feeling
Instinctive
5 X More Rapid
Responsive
Habitual
Automatic
Conserves energy
14. How the brain and marketing works…
Something grabs our attention…
We react emotionally and physically
We are driven to act
… but first we have to remember
where we saw it.
Attention, emotions, & memory…
15. Emotions control the mind…
“Evolution tends to favor action over thinking. That
hasn’t changed. Emotion controls the mind as it did
when humans first came on the scene.
People react much more emotionally than companies
dare to think. Purchasing decisions are never driven
by logic alone.
Emotion and narrative are key, they are the very
structure of mind and of human nature.”
~ Dr. Bob Deutsch, cognitive anthropologist
www.BrainSells.com
16. Your brain:
“Brain: an apparatus with
which we think we think.”
~ Ambrose Beirce, author
Occupies 2-3% of your
body space
A small organ of 1,500 cc
Uses 20% of your body's
energy supply of glucose
Weighs 6 kilograms
Contains 100 billion cells
1 million kilometers of
interconnecting fiber
17. 3 Brains: Old, middle, new
New brain thinks
Mid brain feels
Old brain decides
18. Right, Left, Male, Female
Left hemisphere:
language, logic, math
Right hemisphere:
abstract concepts, art,
music, creativity
Female brain has more
neurons connecting two sides
w/ Corpus Collosum
Men say 2,000 words/day
Women 7,000 words/day