So, in this video, lets discuss about how the psychological ad success trigger “save money” is used by the top marketers around the world.
We will discuss this along with an easy to understand example ad, this will make it easy for you to understand the concept in the marketing context.
So, here is how it works…
If your advertisement appeals to the Neocortex of the customer that it’s going to help them save money, then the there is a high possibility that they are going to listen to your message.
As discussed in the last video,
Money is a powerful motivator for the Neocortex brain, because saving money helps in our survival.
To understand this better, let’s take the example of the massive discount sale days that are hosted by the eCommerce giants like Flipkart and Amazon during the festival and holiday season.
You can see them advertising heavily about the crazy discounts they offer and it attracts our attention like magnet.
So, when this happens our Brain, our Neocortex is super psyched and wants to know how much money we will save if we buy the products on discount.
And that’s because saving money is an essential survival need for the Neocortex.
Whether we buy or not we are going to check the advertisement. Am I right?
Guys, with the companies that I worked, I had the chance to be part of a lot of sale campaigns.
Every time when we announce a sale, it works like magic, a lot people buy because of the discount offer.
But here is a word of caution…
You can’t open a discount just like that, you have to first establish base price for your product in the persons mind. This is also called price anchoring.
The Neocortex should know that your product costs X Rupees or X dollars in the first place.
On top of it when you say you are going to give a discount, then it appeals to the Neocortex, because now the Neocortex can realise that there is opportunity to save some money.
Without establishing that base price if you are going put up a discount it’s not going to work as good as the above scenario.
So that’s the first Ad success trigger!
In the next video, I will discuss about the concept of “Saving time” and how it appeals to the Neocortex.
I will be discussing with a relevant advertisement as an example and hope to explain the concept in much more detail.
Action for today:
Please go and check out the popular ads of The Big Billion Day, The Great Indian Festival Sale and even the Black Friday ads.
Check how the advertisement appeals to the Neocortex about saving money.
Also, talk to your friends about the concept of saving money and how these ads work and impact the Neocortex.
Sharing this knowledge with your friends helps you reinforce what you learnt and it’s also a great feeling when your help your friends, isn’t it?
I will see you in the next video, bye for now.
Be Remarkable. Be an Alpha.