Brainmusic: A Marketing Secret For Inventors
Inventors and entrepreneurs must separate themselves from the pack in order to gain market attention for their product or service. Here's a secret to marketing your invention, business or anything else.
Business owners, entrepreneurs and inventors often ask themselves how they can differentiate their product or website from all potential competitors in order to attain more market share.
To answer that question we are first going to examine the highest levels of technological advancement.
The world is overly enriched with marketing “experts ” who offer the best advice to create that magical moment when a sale is created.
If we find ourselves asking the questions “what is the best music to create a sale” or “what are the best colors for high conversions," we can simply look around. (One might also ask themselves why the marketing experts are not billionaires since they understand the science of selling.)
Many of the most successful corporations have already ventured deeply into visual, audio and even scent studies. Sensory based marketing has been implemented as part of the science behind the sale for many years.
If anyone has developed a technology which will allow their clients to smell and taste a product using their mobile or laptop, you are excused from reading this article.
If there is not a complete understanding that in order to be the best, one MUST be different, the science of sensory based selling may or may not be for you.
Clearing The Callboard
Before we begin to drift too far out into the woods of marketing, maybe we should take a moment and climb carefully above the cardboard to escape the ordinary.
First we must understand where the cardboard came from.
During prehistoric times, humans traveled together for safety from their predators.
Normally a group of humans is considered a troop or a bunch. At that particular time we were running for our lives, in fear from being devoured by large creatures. I think “pack” is best to describe the mood. I suppose “herd” would be a bit of an insult and “gathering” would conjure up more of a “holiday party” atmosphere.
Basically if one became the leader of the pack, (not to be confused with the ancient hit, or a scout leader), the odds of being devoured were significantly increased.
Since running ahead of the others has been frowned upon as a general rule for survival during the past few million years, it has created a “thinking inside the box” mentality.
The “box” has long been a symbol of comfort which is reinforced through basic survival instincts.
Obviously the figurative cardboard sides are proportional to the length of time the concept has been in place.
For proper scientific terminology we are going to use the correct term - “really big.”
For those accustomed to the comfort of that traditional think tank, let us take a moment and slide into our lab coats of innovation and vault like we never have before.
Now that we have cleared the bounds of scientific limit (we are E=C-Squared...we no longer are bound by those gravitational pulls of "M"). Let's examine the view.
The Most Advanced Technological Resource
When sight and sound are recorded it is referred to as a video.
What if a technology actually existed which could completely capture and replicate an entire 24 hour span of human sight, sound, smell, taste, touch and hearing?
It would certainly take up a tremendous amount of storage on a PC to record and eventually playback a “day in the life” as it actually occurred.
Since we are dreaming about a technology far ahead in the future, we might want to add the sense of emotion to our menu of the human day.
Let us blow the lid off of the traditional “internal box” thinking of society, now that we are aloft, and change our recording time to the average lifetime of a human being (roughly 26,000 days).
What a ridiculous expectation to ask from any future generation “genius” to be able to develop such a miracle breakthrough in technology!
Exactly like Dorothy “You always had the power my dear, you just had to learn it for yourself.”
With all of the technology and all of the modern day “wizards” we need to not pay attention to those who are behind the curtain. Our human brain has the capacity to perform every single task which we have wished for.
However, the experts of our time seem to want to harvest the gold which is lying on the surface, without venturing into the mines.
These experts are a bit shallow when it comes to unlocking the true mysteries, which are actually found far beneath the cognitive thought process and are resting in the subconscious mind.
The Colors Of The Wind
Now we come to the question what are the best colors for high conversion to put on our website or on the signs in our store to create maximum results?
I have long heard and read where attorneys would tell clients if they are going to be placed in front of a jury, with their lives hanging in the balance, they should wear a blue suit.
Blue seems to be a calming color and sends feelings of trust, while red seems to be a more powerful color.
One little fellow, who eventually ran for president, used blue suits and red ties in combination as symbols for trust and authority for all of his sales staff.
They have a term for that type of “out of the box” color pairing - he became a billionaire. (We will revisit this example later.)
Unfortunately, it seems everyone is interested in asking people what they feel about a color and then recording their response.
Does anyone think the greatest treasures are found on the top of the ground in clear sight?
If Johnny comes home from school, and screams “hey mom, guess what I found on the walk from school?” Mothers, being accustomed to bugs, and other items which are sticky, gummy, filthy or other forms of trash would be most delighted if the little boy came in sporting a 30 karat diamond.
Our marketing geniuses telling us that blue will save the world of sales and marketing are actually endorsing that theory.
Now the most hated color is without question orange.
I am going base that one on the ultimate expert opinion of counting how many orange cars are on the road.
Science most likely would agree, I’m certain of that, because Scientists are people and they may have been ridiculed by their spouse for wanting to wear a favorite orange shirt or skirt, depending on preference, (that may be a horse of a different color which is not entered in today's race), and they may have heard the word “pumpkin” used in a descriptive, potentially hurtful attempt at humor.
So experts, if everyone hates orange and we have two stores selling boards which one does $88 billion per year vs. $59 billion?
One is blue and everyone loves blue and one is orange and everyone hates orange.
We are going to have to seek the philosophy of a long passed German expert for that advice.
You guys are thinking Psychologist, aren’t you?
Come on, you can level with me, after all I am about to share with you the most significant bit of information you may ever read to help sales and marketing…
I am speaking about a composer.
The reason I referred the color of the wind is because there is none, it can blow dust or leaves or even smoke like many theorists, but the color is non-existent.
Kinderszenen, An Old Composer’s Take on Sales and Marketing: The above translation from German into English is literally “scenes from childhood.”
It is a group of pieces which were composed around visions of memories from childhood.
Each piece actually roars through the senses and takes the mind hostage, dragging the complete emotional being back to a true “feeling” of each scene.
Remarkable music and brilliant, because that old German composer knew what none of the experts seem to remember, the human brain records all senses, not just sight or sound. It was his stimulation of the brain, through rhythmic tempo and pitch changes which shift the gears.
The brain sees not just color, it records all senses and emotions at the same time.
This phenomenon explains a few things, feelings of anxiety or comfort which can’t be explained when exposed to certain music, sounds or smells.
These are examples of the brain reliving trauma due to the similarity of a current environment.
The little fellow earlier with his technology giant, he stumbled upon it, it was not the color of the suit or the tie, but rather the memories of authority figures from the past which made customers listen to his sales people.
It was their white shirts and corporate haircuts which had more to do with the success than any color being presented.
That great big company selling the most boards, well just maybe that color, since it is so badly disliked, signifies the cheapest perceived prices, there is orange everywhere so it must have a lower perceived price.
The Perfect Color For That Website
Now here is the answer...in one humble opinion.
Marketing and Sales at the highest level are “art” not “science.”
If someone was alone on a strange planet and needed to survive, the man with the pointed ears, Spok is the “go to” guy.
Now if we send him out in the neighborhood selling Girl Scout cookies...probably not so much.
He would tell everyone the logic in eating the cookies, which does not exist.
So the people selling one tiny little aspect as the key to getting the maximum results are showing their “true colors” as Scientists.
The perfect color for any website or any marketing campaign is “all of them.”
The human brain records in “scenes” and we mostly dream in black and white, hello, marketing gurus!
In order to reach the “art” which exists inside us as humans, we must create a “snapshot” of comfort and trust which will cut through all of that sales resistance in the conscious mind and land us right where we want to be -the subconscious mind.
Create “art” through scenes and sell with art-let the “science” type help with accounting.
If you build it, they may not just come
Like so many tactics in marketing, these opinions (and some facts) need to be cushioned and surrounded with a number of other strategies.
But as an inventor, this is the train of thought that could and should go into every aspect of your invention as well as the world - a word you create - that surrounds your invention.
Just inventing isn't everything - you'll inevitably have to sell and market that invention or idea, and there's no one better to do it than you. And yes, that's also part of why we're here...