🧠 Whole Brain Marketing
💰 5 Types of ROI
📢 Customer Feedback Loops
🧠 Whole Brain Marketing
One of the great myths is people can be sold. Salespeople like to say, “I can sell ice to Eskimos.” As if to say, they can overwhelm their customers with so many arguments and benefit statements that the customer just acquiesces to them.
Bull💩! It doesn’t happen. You can’t persuade someone to do something they don’t want to.
The only thing that can truly persuade you is the voice inside your head: mind chatter. At an academic level, mind chatter is known as the cognitive response model. Your own thoughts are a more important factor in persuasion than the messages received.
What you think persuades you more than what you hear.
Effective marketing creates positive mind chatter by engaging the whole brain. 🧠
The logic center, or Left Brain, provides tangible data or reasons to justify a purchase. We will speak more about this in the next section.
The Right Brain is the emotion center. It influences your mind chatter by engaging your amygdala or “lizard brain.” How you feel creates relevant mind chatter to make a decision.
For instance, My Patriot Supply creates an emotional fear response. 😰 They play to consumers’ anxiety that a disaster is imminent. This ties brilliantly to their core service of emergency preparedness kits, safety supplies, and food storage.
Every brand is unique. How does your value proposition engage your customers’ Right Brains?
💰 5 Types of ROI
Speaking to your customers’ Left Brains 🧠, there are 5 types of ROI — or return on investment:
💰 Make Money
🤑 Save Money
⏰ Save Time
🥳 Create an Experience
🏆 Create Recognition
Every product or service tends to deliver ROI in one or two areas.
If you sell a B2B product or service, it’s usually one of the first three: make money, save money, save time. For events and entertainment, the brand creates an experience. While luxury brands or status symbols create recognition.
To really engage the Left Brain, clarity matters. You can’t present all five types of ROI, just one.
This is about branding and persuasion. Think of ROI as the foundation that justifies your customers’ emotional responses. If you deliver too many statements or try to “oversell,” you end up diluting your brand messaging or worse confusing your customers. Then they have nothing to stand on to anchor their Right Brain decisions.
Get really clear on the core way your brand delivers Left Brain ROI, and lean into it.
In our upcoming course on Maven, we teach how to create brand messaging that engages both the Left Brain and Right Brain and prove it works. Spaces are limited. Enroll today.
📢 Customer Feedback Loops
Customer Feedback Loops are powerful tools to evaluate your brand’s performance.
Instead of guessing and wondering how your company is doing, a Feedback Loop provides real time customer insights. And they’re surprisingly easy to implement and manage.
For example, if you order from Pizza Nova tonight chances are you’ll get a call tomorrow asking about your pizza.
Domenic Primucci, President of Pizza Nova explains, “We have a Customer Courtesy Call program where we try to call a lot of our first time customers back the next night. When we call we don’t get into a big long survey. All we say is, ‘This is Pizza Nova calling, and we’d like to know how your pizza was last night?'”
Pizza Nova’s Feedback Loop is brilliant in its simplicity, and the data is invaluable!
Your customers will tell you what they want to buy, you just have to listen.
I do a lot of market testing and validation through salespeople. You can create Feedback Loops at key stages in the sales cycle to validate a go-to-market strategy, test brand messaging, or improve your value proposition.
Customer insights through Feedback Loops provide the certainty you need to invest in your brand and make smart marketing decisions.
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