The evolutionary of Fear in Marketing psychology underlying two of marketing’s most powerful driving forces
There are a few things that have made a big difference in the history of mankind. For the most part, important resources have been hard to come by, mate rivalry has been high, and dangerous predators have been all over. One thing we share with our prehistoric ancestors that evolution has worked very hard to change over the last 200,000 years is that we have a lot of hair. Our brains are the same.
Paul MacLean offered a theory regarding the brain’s infrastructure in the 1960s. He thinks the brain has three layers: “The Reptilian Brain,” “The Mammalian Brain,” and “The New Brain.”
The Triune Brain theory explains how distinct areas of the brain react to diverse stimuli. The Reptilian Brain is thousands of years older (and hence more evolved) than The New Brain, which gives It an edge in decision making – it gets to operate as a gatekeeper for the rest of the system.
While it is true that The New Brain makes crucial decisions, it is also true that information does not reach The New Brain until The Reptilian Brain labels it as innovative, advantageous, harmful, or otherwise intriguing.
You must be able to get your message through The Reptilian Brain and up to The New Brain to capture and maintain attention long enough to make a sale or promote a product.
There are numerous strategies for accomplishing this, including market research (find out what your clients’ objectives are) and optimal timing (reach them when they are at their most emotional), but both require significant effort.
If you’re looking for a one-size-fits-all solution, consider primordial desire reasons. There are various primitive drives, but the most powerful (at least from a marketing sense) are related to sex, fear, and social group popularity. Because they deal with survival, comfort, and reproduction, these notions speak directly to The Reptilian Brain.
Sex In Marketing strategy
We’ve all heard that sex is in marketing strategy, but did you know that this is only true in certain situations? Have you ever seen a sexy dog food commercial? What about a romantic advertisement for cleaning supplies, insurance, or medication?
Because they are all romantically charged things, sex successfully markets clothing, cosmetics, luxury items, vacations, and hot vehicles.
You might not think of jeans as a sexual or romantic purchase, but if you think about why you buy jeans, you’ll start to see the connection between sex in marketing strategy. We buy new clothes when we are getting ready for an exciting event or when we need to boost our self-esteem. There are a lot of times when people picture themselves in new clothes. They think about how they feel and how others will see them when they see them.
As previously stated, not all items may be sold through sex. Sex in marketing makes any product or service without a love connection seem odd and perhaps objectionable.
We don’t equate milk with anything remotely romantic. Thus this marketing strategy backfires. When selling these types of products and services, applying the “sex sells” premise is both confusing and counterproductive.
Before using sex or romance to promote your product, think about why people buy it. If the consumer is likely to buy their way to confidence, happiness, or success, there is a good chance that sex could be used to help them make that purchase. Otherwise, it’s usually best to stay away from sexually explicit ads.
Fear In Marketing psychology strategy
Fear has always caught our attention because it is a threat to our safety. It’s a good route to get an audience into a movie scene, but can it work for commercials, print ads, and other types of marketing? This is a good way to get an audience into a movie scene.
Yes, that’s the quick answer. Using the right images and words, even print ads can benefit from this primitive drive to be afraid. However, just like with sex, this strategy should only be used in certain situations.
Which of the two ads above makes you want to buy a home security system more than the other one? If you’re like most people, you’ll think the first ad with the scary burglar is the best.
According to research, humans are more likely to avoid losing money than to get the most out of it. We will go out of our way to avoid losing something, but not to get it.
Consider what you would do if you lost money, a relationship, or your peace of mind, and think about what you would do instead (your safety and security). Think about what you would be willing to do to make more money, start a new relationship, or have more security in your life. Chances are, you’d work more to keep those things than to get them.
What Are Emotions Essential for Marketing psychology strategy Success
Because, to employ fear in your marketing, you must first grasp this primordial need and how it affects your customers’ motivation.
When selling a product or a service that protects the consumer, you should employ fear-based marketing.
With home security, you’ll want to emphasize the negative consequences of not buying your product rather than the positive ones of buying it. As a business, you help people avoid losses in all of the areas where you help them. This includes financial services, health and well-being; insurance; safety; assets; love; and avoiding danger.
When you use fear to your advantage, Marketing psychology you should make sure that you don’t scare your clients too much, which can backfire and damage your brand. You also need to quickly promote your product as a solution to the problem you have just told them about.
So because safety is a powerful motivator, time is very important in fear-based advertisements. To get the best results, show the risk and give the answer as soon as you can.
One of a Kind vs. the “In” Crowd
Motives for either popularity or uniqueness come from specific images, thoughts, and words. Some items and services sell better in groups, while others sell better alone.
As humans evolved, we learned that “strength in numbers” is real. Fearful people seek for a group to join.
As a result, when promoting a product that “protects,” “saves,” “helps,” or “preserves,” it is advisable to use films, images, and stories of groups than individuals.
The purpose of buying products and services that will make one better off and more attractive is to stand out. For this reason, all animals (including humans) have developed techniques to stand out during mating.
Peacocks are a great example of how to use one’s uniqueness to one’s sexual advantage. “National Geographic says that the huge train is used in mating rituals and wooing displays.” It can be made into a fan that spans the bird’s back and touches the ground on both sides. A lot of people say that females choose their mates based on the size, color, and quality of these “extravagant feather train” strands.
They do everything they can to get attention when they are having sex, just like humans and other animals. The more attention they get, the more likely they are to reproduce and pass on their genes.
Personalized marketing messages should be used when promoting products and services that make people better off. This is because these products and services make people better off (or appear to, as luxury things usually do). The tale is about seeing yourself using the product or service and imagining your life if everything had worked out.
As in fear-based marketing, don’t show a successful person in a big group. Instead, show a successful person alone or with one other person who is also very successful.
To sell products and services that promise success, self-assurance, happiness, and a better life, use sex and love scenes. These adverts should be unique and exclusive. Don’t use sex-based terms or phrases to promote non-romantic stuff.. This can confuse and even hurt people.
Marketing psychology When employing fear-based marketing, it is preferable to highlight the harmful repercussions of not using the product rather than the positive outcomes. Unless a strong viewpoint has been established (as in the “Smoking Kills” campaigns), marketing in this capacity should not overshoot or advertise horrible outcomes. To connect to the fundamental impulse to seek comfort in difficult and dangerous situations, depict groupings of people and togetherness in fear-based marketing.
Marketing psychology Most importantly, take the time to properly look at your clients’ top-level goals. Most individuals desire solutions to their issues, whether they be physical, emotional, or material.
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