It is evident that humans take decisions based on logic and legitimize their decisions with the help of arguments and reasons. Individuals are more likely inclined toward those things which are appealing to them. The question is that what makes those things appealing to them? Logic comes up short here. Since we have set the standards in our brains for certain things like beauty. You can’t give reasons for beauty, love and trust. An acclaimed saying holds true here that human beings are emotional beings.
Also Read: Turn Your Idea Into a Business
Emotional intensity develops with the effective communication. You might have seen numerous people in your life who are called leaders or best speakers. Not because they talk frequently, but because they speak motivational and inspirational which invokes our emotions. These individuals have extraordinary convincing power and persuasive style of conversation.
Introduction of the Paper:
In the past 2 years, as an understudy of business in the Institute of Management Sciences Peshawar Pakistan, a ton of perceptions and observations lead me to discover some astounding actualities about the human brains and the impact of communication over emotions. The observations came to the existence after studying hundreds of online resources, books, research papers and watching tons of videos that gave birth to this study. Which really worked upon my different experiments and analysis.
Still one thing that you will discover steady all through the study is the communication and it is the only thing that has the immediate connection with human’s brain and emotions. When we impart our message to people, so it relies on upon our communication that how much we influence human’s brain. Essentially, the brain takes the information, understand it, process it and take the decision on the basis of the behavior, tone, style and language of the person.
Thus, communication is the major variable in this study. Later on, I will briefly discuss the right method of communication which provokes humans’ emotions and make them buy.
This study additionally uncovers that communication is based on the proportion of 60/40. Comprehensively, it implies that communication is the summation of verbal and non-verbal language. Surprisingly, non-verbal language is the major factor that contributes 60% in overall communication while verbal communication affects the human’s brain only by the proportion of 40%. Hence, body language is more important than spoken language.
Before going into the details that, how human’s brain takes information, understand and process it. I have to make it clear that I am not discussing the traditional marketing techniques. Keep in mind, innovation only comes when you take a stab at something new.
Usually, marketers identify 10 emotional triggers, i-e:
- Instant gratification
But these are the traditional (emotional triggers) marketing and sales techniques, which you will find over the millions of blogs and books.
The study I have conducted lead me to discover only 2 solid things i-e the communication and belief (emotions). I have considered the Apple for why do they always have innovative products? What is so unique in the Apple, which makes them stands out? I found it that they are also following these 2 things i-e communication and belief.
They likewise utilize the same technique in their hiring process. All of us know that they are successful.
On the other hand, I compared many companies with Apple and I observed that they all are just following the conventional techniques.
Now let’s see how the human’s brain works.
These are not tenants of psychology, but biology. The human brain has precisely this structure of processing information. If you look at the outer layer of the brain which is called Neo-cortex, coincide with “What” layer of the brain (outer layer). It is responsible for analytical and rational thoughts and language while the limbic brain (the mid and inner layer of the brain) is responsible for all of our feelings like loyalty, love or trust.
The major role of the limbic brain is that it reflects all the human’s behavior and decision making and it doesn’t have the ability to understand the language. The mid layer can think on information that is analyzed by the outer layer in the form of language and then make the decision in the inner layer of the brain based on if it fits us or not.
This is how it works. When we communicate from outside-in (outer layer-inner layer), people can understand the vast amount of complicated information like a computer or smartphone’s features, specification, facts and benefits and so on. Which normally doesn’t drive behavior.
Moreover, when we communicate from inside-out (inner layer to outer layer) we try to communicate directly to the part of the brain which controls emotions, decision making, and human behavior.
For instance, a salesman, who have to sell a latest smartphone and when he communicates from outside-in starting from what he has and how it solves a problem. He explains benefits, features and so on. Yet at the same time, he winds up without any deals/sales. Do you know why? Because he doesn’t communicate that why anybody will need this smartphone. When he try to sell it, he always gets a reply from the potential buyer that I know all these specs, benefits, facts and figures are great, but it just doesn’t feel right.
The Salesman stands wonder and questioning, how to increase sales? Or what sales strategy he should adopt?
Since the salesman’s message is not lining up with buyer’s behavior and belief. Because the part of the brain which controls decision-making, behavior and belief doesn’t control language (no capacity for understanding the language).
Therefore, most of the time you know what you do and how you do it, but you don’t know why you do what you do. If you don’t know why you do what you do? Then you can’t close more sales. Because you’re not inviting believe and emotions of the person with the help of communication.
The goal is not just to sell people who need what you have, but the goal is to sell people who believe what you believe.
Upon the test, I have found that when you communicate from inside-out and lineup with people believe then they actually respond to what you believe.
Let’s have a look on the following experiments.
I was trying to sell my business idea and want people to become the part of the team.
I posted my message in a Facebook closed group of 40 people in a conventional way using outside-in approach. Here it is:
Now concentrate on this post and see that I really correspond with the human’s brain regulated by going through what we want to do and how are we thinking and why do we need them. It perfectly communicates my message that what I am stating. But it is not inspirational.
Because I didn’t correspond to their emotions, beliefs and thoughts. You can see that all of the group members have seen the message and only two people other than me liked the post.
Nobody has bought my idea and nobody wanted to become the member of the team.
In this experiment, I have followed the traditional way of communication i-e outside-in approach, which could not trigger emotions to get people buy it.
Now in the 2nd test the situation is still the same, but the way of communication is totally different i-e inside-out approach. Which actually generated quick response than anticipated. I have specifically conversed with the part of the brain which controls emotions and decision making and yet the message was inspirational. Here it is:
On the observation, you will see that I have communicated the same message but in a totally opposite direction. It is motivational and triggering emotions. The message got everyone crazy and make them want to become the member of the team.
I identified that what do they believe and how do they view entrepreneurship. Finally, I got highly talented people for the business idea just because I called only those who believed what I believe.
Look closely to the post, it generated a massive response, having 36 post likes and 22 comments. Which makes 90% post likes and 55% comments. This means that I have sold my idea with the 55% of the conversion rate along with the 90% of affinity rate. This technique is equally applied on the sales of products.
Now let’s move toward how to increase your sales through emotional triggers.
Identify the Emotional Triggers
When you have a product in hand ready to sell. Then it means that you have made a product for a certain segment with the purpose to solve their problem or pain point.
You know 100% that what you do and more often you know that how you do. But you never know exactly that why you do, what you do.
For making profits? No
Profit is the reward. It is the result of what you do and it is not the reason behind what you do. By the word “why” I mean the purpose of your product and business.
Why your product/business exists? When you come to know about the cause, purpose and believe then you already have discovered the emotional trigger of your market segment. Because your segment needs a product/service which they believe can help them. Here is my favorite example,
Why is the IM|Sciences so creative?
(IM|sciences is a leading business school in Pakistan which is ranked 4th by Higher Education commission)
- There are thousands of business schools in Pakistan then what is that thing which makes a small business school from Peshawar stands out?
- Why do they always able to produce something different?
- Why is it that they always have the top quality teachers and talented students every year?
- Why is it that they are able to create hundreds of businesses and successful personalities every year?
- Why is it that they are always in the top 5th list of business schools in all over the Pakistan?
Yet they are just the same business school as others who have access to the same talent, same media, and same agencies and so on. Then what is it that makes IM|sciences so creative, unique and appealing as compared to other business schools in the country?
Just because of the reason, they communicate in the exact same way as others, but in a completely opposite direction (inside-out).
Everybody wants to have access to a good university. Where one could accomplish his/her educational goals. Where one could make his/her career. Everyone wants to get a good quality education from a reputable university. These are emotional triggers of the education segment. Here is how the IM|sciences actually communicates:
“In IM|sciences, we believe in the management education with public spirit and market dynamism. The way we believe in education makes our policies stands out.
IM|sciences offers you a chance to become the part of a dream learning experience. Do you want to be?”
For instance just think over the whole message and feel the difference. It is inspirational.
“Public Spirit” is the first stimulating factor in the whole message. This shows the devotion to the public welfare and people’s interest. This involves the “interest” factor that triggers the young individuals’ interest by purely using the Inside-out approach.
“Market Dynamism” is the second factor. Targeting the change occurring in the market, the basis ultimately affects the individuals who want to be a part of the institute. In the subconscious, it gives the sense of stability and security from any kind of change to be happened in the market. It is related to the same “interest factor” generally following the same Inside-out approach.
And the third stimulating factor is the “Dream Learning Experience” that why anybody will want to be the part of the institute and it definitely needs no explanation. It’s the most alluring thing to tell someone in order to get the person behave in the exact same way as we want them to.
Compare the other institutions in the same sector. They always have a traditional method of communication. They say: The “XYZ” university is announcing admissions in the following programs and disciplines. All the interested candidates are required to submit the application form before “1-2-3” date.
The impact is always different and that is why IM|sciences is always able to have something different, something inspiring and creative. So, understanding the behavior of your market segment toward your business/product is necessary. Once you have identified the emotional trigger of your segment then it is so easy to communicate in a way that get them buy from you.
Dealing with the Emotions
Once you identify the emotional triggers that what are the things your market segment believe. Then, it comes to make them stay strong on their beliefs. It can be possible only when you give them the best experience with your business/product.
Furthermore, you should give them the value which they expect from your business/product. Dealing with humans emotions is the toughest part of any marketing campaign. If a customer feels that the product is not consistent and doesn’t have the value for which you have promised. You are gone.
Dealing with the emotions are the important part of any campaign, so the key is that always be consistent and try to give the best experience to the customers.
Inspire People to Buy
I have discussed in a great detail that how our brain works and how do communication affects our emotions. I have also given you a detailed overview of how to make it clear to your market segment that why your product exists and why do they need it.
Now let’s come to the final point i-e get people buy from you, not from anybody else. Sales is all about communicating the right marketing message. In the whole study, one thing that you have come to know is that your product/ business needs to inspire people. If you are good to inspire your customer. You are the winner.
Let’s have a look at Apple that how do they inspire people.
Are you stupid? Why are you buying an iPod from a computer company?
Why are you buying an iPhone from basically the computer manufacturers?
But you never think of it because they inspire you.
On the other hand, everybody was calling Dell, a stupid company, when they introduced their first MP3 player. Nobody bought it. People were thinking that why should they buy an MP3 player from the computer manufacturers? Dell never inspired people for buying MP3. While Apple did a great job and seems to have a different way of doing business. They are exceptional. They believe in challenging the status quo. Which inspired people for years long and still Apple tends to be more innovative year after year.
The inside-out approach of communication is the key to close more sales and get loyal customers. This approach targets directly the emotional part of our brain that drives our behavior.
The complete study was focused on how communication affects our emotions and how our brain works in this manner. In one short sentence, just recall the last time you praise a person. When you praised him/her and said: You are the handsome guy or a beautiful girl. They might have respond with a very decent behavior and feel attracted to you. Because you have directly communicated to the part of the brain which drives our behavior. In last it ends that only communication affects our emotion and drives our behavior.