Marketing to your brain

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The psychology of costumer engagement, how to the costumer make his decision, whether is a B2B or a B2C – we have a sequence

The latest scientific research shows us that we have three brains. We have complex, adaptive and fully functional neural networks or 'brains' in our heart, your gut and your head.
 Latest neuroscience findings about our multiple brains (head, heart and gut brains) teach us that by increasing intuitive abilities we can immediately generating wiser decision-making in our daily life.
These are very interesting finding. It means that there is no one dimension where we make our decision.  
Let's review it within the marketing arena.
The art of massaging was discover by Prof.  Albert Mehrabian in 1967 about nonverbal communication showed that only 7% of all the information a person produces from a conversation comes from words, while 38% of the information comes from the tone of the speech, 55% of the body language. This claim was later published as "Rule 55-38-7."
But that just screeching the serif. As a marketer, we need to address the human factor in the decision process.
Regardless the channel we are using to approach the target or type of costumer (B2B or BSC), we know that people are just people. As much as our environment is more dynamic and complex, behind any decision there is a human being. By figuring out the human sequence of decision- making, collectively, we can optimize our massaging and the value propositions. In time of marketing automation, generating the human factor as a new KPI, could be beneficiary and increase ROI and costumer engagement and loyalty.  
The human-being decision sequence, not surprisingly, start form the heart. Which create "I want this product/service". The next step in this sequence is in the gut, which is the "call-to-action". The third step in this sequence is the brain that’s answers the "how I get this product/service" question.
While positioning a product/service, the marketing sequence should be "what+action+how"
The value propositions should contain just the best product, but also how.


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