Marketers are constantly trying to figure out how to come up with a campaign that is going to stick to its audience. Marketers need to understand the psychological aspect that comes with producing a compelling campaign. The hormones that are released in the brain and the rest of our bodies are associated with certain characteristics; for example:
When an individual feels a sense of security and connectedness, “Oxytocin” is released throughout the body, which causes an individual to “feel euphoric.”
When an individual feels satisfied and gets a sense of comfort, then the hormone “Serotonin” is released throughout the body. When the body is stressed, the body activates the hormone “Cortisol,” which is also known as the fight-or-flight response. When the body senses a reward is happening, then the “Dopamine” hormone is released in the body.
But how does that correlate to marketing? Marketers should find a way to activate those hormones within the body while they are viewing your campaign.
The Hormone: OxytocinAs a marketer, your primary goal is to release the hormone Oxytocin into the audience’s body. Memories activate oxytocin, and when mutual values are recognized. To enable that hormone into your audience’s bodies, you need to study your audience and figure out what life was like for them at ten years old. You may want to ask yourself:
- What type of language was used back then?
- What did they believe in?
- How was the world like back then?
- What were race relations like back then?
- What was the economy like?
- Was there a war during that time?
The Mirroring Neurons and Dopamine
Mirroring is when we subconsciously imitate, a.k.a. Mirror, the gesture, and the characteristics of another person we see as an authoritative figure. For example, a baby will, without knowing, imitate the father flexing his muscles. The reason why we walk, talk, or move a certain way is that our minds are subconsciously connected to. Our subconscious brain states, “Your authority figure acts this way so you must act this way.” The second you mirror someone, the dopamine hormone is released throughout your body. You might ask, “how does this work in marketing?” When creating a campaign, try to come up with a game plan that shows someone doing what you want your audience to do. This will initiate the mirror effect. If you want the audience to go online and click on a button to buy what you are selling, you should actually show a phone that displays a URL on the phone in someone’s hand while they are initiating the action. When the audience and the campaign mirror each other, the audience gets a hit of dopamine. And once someone has made that subconscious decision to partake in your product, you can use the mirroring effect to market to them – not by asking for more continually, but ensuring the action they are doing is the right thing to do.
It’s essential not that marketers need to understand how your audience is going to react to your advertising materials more than they’re going to respond. So if you get an understanding of what’s familiar to most people in your audience and the things that regularly trigger people, you can write copy or make presentations designed to subconsciously cue people to react in the desired way.