Versión en español, pulse aquí
Few things are as desired, rather, as a long-awaited first kiss. It is not the contact itself that causes us to desire to have our lips on the other person, is what we feel in the moments before. The anxiety of the first time, how kiss?, I like it?, Kiss as your eyes say?, A thousand questions that have hovered in our heads, sometimes days or even months, are crowded in the seconds before the pulse quickens, at which time we live in another world, another reality. What provokes you that state is curiosity, not the kiss. Who has not done that once it's time did not like and loses all interest?. Expectations have not been overcome and the run was better than later, in many cases, will not return.
Product-customer relationship is a kiss from manufacturer to consumer. It's not just the usefulness of the product are the moments before having it, it's time to open the package and see inside the box, is the first time that the product is in their hands. The packaging and product presentation are responsible for that something becomes useful also desired.
During my years in the computer industry have had in my hands many boxes of product, I opened, I have shown, but never felt much desire to own one like the first time I opened the box of an iPad. The ritual, form, position paper, the smell ... Apple knows very well to live experiences. Not the kiss, are the moments before ... Not the product is the desire to have one. There is no better kiss than the one for before you arrive, there is no greater loyalty than that provokes desire. Who has not been broken child and the gift wrap can not wait to open it slowly?.
Whether the product is solid, liquid or gas, the packaging is just as protagonist. Especially if it can be touching something that is not. Our mind likes to know how things really are than you think.
In these difficult times sales, many companies are launching the online channel to increase portfolio. Their product, which was previously sold at a neighborhood store is now sold throughout the country or even worldwide. Orders arrive, get into any box, albeit with much cork to prevent breakage and are delivered to the courier. Just started a kiss without moments before, without enjoyment, all fast, not the packaging care.
Internet has a problem with respect to the other channels: the product can not be touched. But it has a great advantage, the purchase is not immediate, it takes on the best one day, so they are much more desired. At the time we receive the order confirmation email and we look forward to the messenger call the front door.
If we care how our product reaches the customer, packaging, get to be even more desirable, increasing the likelihood of new purchase. No matter what you sell is solid, liquid or gas, the important thing is not only to arrive in good condition, but what consumers feel before opening.
Design experience in receiving product will increase engagement, the level of enthusiasm and thus, the degree of customer loyalty. Neuromarketing has tools to design an experience for the customer to live the feelings and emotions that the manufacturer or distributor has planned.
While we should not forget that as a bad kiss shatters all previous moments (and perhaps future) a bad product will do the same with the preliminaries to use.
Showing posts with label neuroscience. Show all posts
Showing posts with label neuroscience. Show all posts
Wednesday, August 1
Wednesday, March 14
Write on websites XXI century
Versión en español, pulse aquí
Just a few weeks ago I spoke at web design in the twenty-first century what the neuromarketing, thanks to eye-tracking, could contribute to the design of corporate sites. Today I would like to continue on this topic. Start a series of posts to find out how neuromarketing can help the Internet world.
I dedicate this article to how to write text on websites. This is not a subject of neuromarketing, but its dominance is key to a successful website. I would like the series of posts that start to be useful, in addition to providing the latest offering neuromarketing. That's why I decided to speak on this subject. If we read in isolation, this post is out of the theme of the blog, but in conjunction with the above and those to come, I hope to provide clues for a new way of designing online. Also, my first professional steps were in this exciting world, bringing pleasant memories and earlier stages.
Not the same type a text on a corporate website in a blog, a social network or in a newspaper. Although in all those ways is to speak the same subject, the reader expects different information in each medium. In a website is expected to more technical or advertising text (depending on the company), but in a blog or social network is expected to writing based on experience. Also the way of writing is not the same.
If you dedicate a post to each medium on the Internet, the series is endless. As the purpose is not to mention the different forms of writing but what neuromarketing can provide web design business, I will focus on six key writing for corporate websites that I list and describe below:
- SHORT INTRODUCTIONS: When we at the computer all the information you want and more is in our hands at a distance of a click. Why waste time?. If we see something we do not care shut and go to another site. So you have to be clear and make introductions short. The introduction should serve to "hook" the reader and stay to see the rest of the text.
- USE SHORT PHRASES: This advice is related to the previous one. Very long sentences can get bored visitors. In other ways it is advisable to long sentences with detailed descriptions, but for other web. The shorter are the best phrases.
- USE BOLD AND HOLDERS: If the text is too long break it into parts and put a holder on each side. Use also bold to highlight the most important of each section. Thereby although the text may seem long, anyone can read it quickly in response to the headings and bold.
- EXPOSE CLEARLY THE BENEFITS: The corporate websites are intended to report the activity of the company and its products. Discuss each section the competitive advantages the company or the product bring to the market. This is what really matters to the page you have open.
- FAQ: If you wish further information or answer questions, not directly in the product or service description, make it complicated to read. Create a FAQ with common questions and answers. It is a way to give much information, easy to read and organized so that there is to read the entire text to resolve a concern.
- WRITE IN MIND THE TARGET: Do not write thinking of you, or how wonderful your product or service. Type planning to be useful for anyone to read. Identify the recipient of the text and type thinking on what it seeks.
I hope these six tips will be practical. Now that we know how you can help the eye-tracking in web design and some tips for writing practical texts for this, we can begin to analyze, in future posts, which can bring the neuromarketing to Internet world.
Do you know more keys?, Share this post commenting.
Just a few weeks ago I spoke at web design in the twenty-first century what the neuromarketing, thanks to eye-tracking, could contribute to the design of corporate sites. Today I would like to continue on this topic. Start a series of posts to find out how neuromarketing can help the Internet world.
I dedicate this article to how to write text on websites. This is not a subject of neuromarketing, but its dominance is key to a successful website. I would like the series of posts that start to be useful, in addition to providing the latest offering neuromarketing. That's why I decided to speak on this subject. If we read in isolation, this post is out of the theme of the blog, but in conjunction with the above and those to come, I hope to provide clues for a new way of designing online. Also, my first professional steps were in this exciting world, bringing pleasant memories and earlier stages.
Not the same type a text on a corporate website in a blog, a social network or in a newspaper. Although in all those ways is to speak the same subject, the reader expects different information in each medium. In a website is expected to more technical or advertising text (depending on the company), but in a blog or social network is expected to writing based on experience. Also the way of writing is not the same.
If you dedicate a post to each medium on the Internet, the series is endless. As the purpose is not to mention the different forms of writing but what neuromarketing can provide web design business, I will focus on six key writing for corporate websites that I list and describe below:
- SHORT INTRODUCTIONS: When we at the computer all the information you want and more is in our hands at a distance of a click. Why waste time?. If we see something we do not care shut and go to another site. So you have to be clear and make introductions short. The introduction should serve to "hook" the reader and stay to see the rest of the text.
- USE SHORT PHRASES: This advice is related to the previous one. Very long sentences can get bored visitors. In other ways it is advisable to long sentences with detailed descriptions, but for other web. The shorter are the best phrases.
- USE BOLD AND HOLDERS: If the text is too long break it into parts and put a holder on each side. Use also bold to highlight the most important of each section. Thereby although the text may seem long, anyone can read it quickly in response to the headings and bold.
- EXPOSE CLEARLY THE BENEFITS: The corporate websites are intended to report the activity of the company and its products. Discuss each section the competitive advantages the company or the product bring to the market. This is what really matters to the page you have open.
- FAQ: If you wish further information or answer questions, not directly in the product or service description, make it complicated to read. Create a FAQ with common questions and answers. It is a way to give much information, easy to read and organized so that there is to read the entire text to resolve a concern.
- WRITE IN MIND THE TARGET: Do not write thinking of you, or how wonderful your product or service. Type planning to be useful for anyone to read. Identify the recipient of the text and type thinking on what it seeks.
I hope these six tips will be practical. Now that we know how you can help the eye-tracking in web design and some tips for writing practical texts for this, we can begin to analyze, in future posts, which can bring the neuromarketing to Internet world.
Do you know more keys?, Share this post commenting.
Wednesday, February 15
Here smells brand
Versión en español, pulse aquí.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
Of the five senses that humans have no doubt smell is the most quickly can evoke feelings and emotions.
We could say that for a long time man "has depended on her nose" for survival. Through it we detect spoiled food, the smell we recognize our mother in the first months of life, a pleasant smell of food whets our appetite, ... We categorically declare that the smell was not only a key sense, we might even say it was one of the senses responsible for our survival as a species.
When we smell the odor particles suspended in air they dissolve in the nasal mucosa. Just after the mucosa are the olfactory receptor neurons are able to detect thousands of different odors. These cells transmit odors to the olfactory bulb that communicates directly with our primitive brain, stimulating feelings and memory, and the area of thinking (neocortex). This dual connection described makes the smell in the sense that it is powerful, giving it a high capacity to evoke memories and relive experiences with the mere perception of a particular odor.
In a market like the current one that seeks to reach the customer and make them live a shopping experience when they purchase and consume our products, the role of smell is critical.
Known is the positive effect on sales of a supermarket to have the bakery at the entrance, so the smell of fresh bread fills the surrounding area and invites passersby to enter. But how to convert an odor in a tool for SMEs?.
First, just like we do with the colors or logo, we must define our odotipo and incorporate it into our corporate image. We, by tradition, calling corporate image, but once built the smell the term falls short, I like to use (and intend to): corporate experience. Advanced corporate image or corporate experience should be consistent. Imagine going to a restaurant for a publicity that has been in print with a logo that conveys energy innovation, modernity and originality when it comes to local site is a neglected and very traditional food, are you sure you probably think it was here ?. The pamphlet conveyed an image that is not consistent with the business. The smell, as a corporate experience that is, it must evoke feelings and emotions in line with the business and with other corporate identifiers. So the first step is to locate an odor to complete what they evoke the colors, logo, uniforms, decorations and other elements of corporate experience. In a future article will discuss specific aromas and what they evoke.
Once selected, the smell will determine the way we will be at our installations, and why not, in our salesmen. If there are air fresheners market with the characteristics of our chosen scent, just have to get hold of one and put it in our facilities. It is important to do both in the part that is facing the public and which not. There is no better way to live the corporate customer experience to share with you which we live. To do and live what we live.
If we can't locate any dresser go to any company that specializes in corporate aromas. For an affordable manufactured and provided us each time we need our dresser. You can also try their luck produced a smell with essences and aromatherapy evaporators available in any store. But remember, the smell is very powerful for good or ill. If in doubt always better to have a specialist in the area is less expensive to pay for the cheap and we get the opposite effect.
Transforming corporate image through corporate experience to incorporate elements like the smell or the music to evolve our company and make companies adapted to changing times, bringing them closer to the customer making them to be reminded every time they hear our music or smell our corporate flavor. Neuromarketing evolves marketing to adapt our companies to consumers in the new century.
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