Neuroscience and Marketing: How People Make Decisions – Part 1 and 2
Session 1 will take place on Thursday and Session 2 on Friday
Have you ever wondered why some campaigns connect with people while others fail? Want insight into how the brain makes decisions that compel people to take action? Explore the science behind how people make decisions: learn six principles of persuasion marketers should understand and how they can use concepts such as mirroring and anchoring in their messaging.
Neuromarketing is a term Tracy Trost uses to describe the process of creating marketing materials around what neurologically affects people on the subconscious level. It’s marketing to their primal brain to trigger a subconscious reaction based on a belief. Emotions are responses to belief systems. Once you understand belief systems, you can tap into emotions.
Tracy uses several subconscious belief systems in neuromarketing, some of which he discovered while studying Robert Cialdini’s book, Influence, to help him better understand neuroscience. In the book, Cialdini covered six principles of persuasion and Tracy will explain these six principles of persuasion that marketers should understand and how they can use concepts such as mirroring and anchoring in their messaging.
Understand What Causes People to React or Take Action
Tracy has spent over 30 years in the marketing world and has found that the big question is always how to create something that will cause an audience to take action. Like many of us, Tracy didn’t always realize that he was triggering people subconsciously. He just thought he was a great marketing guy who was able to hit on the right mix of pictures, copy, taglines, headlines, and other elements that caused the viewing audience to take notice.
About 6 years ago, sparked by curiosity about why people reacted to different marketing materials and not others, Tracy began exploring the neuroscience behind those reactions. Tracy has always enjoyed talking to people, getting their stories, and really understanding what makes them tick. But it wasn’t until he entered the world of non-profit fundraising, where ROI is measured down to the penny, that he started thinking about how he could refine his skills to the point where he could understand what causes someone to give when they see one commercial versus another.
About Tracy Trost
Tracy is a neuroscience marketing expert and the lead visionary at TCM Creative, where he creates fundraising commercials for non-profits. Trost brings award-winning television production experience to his world of fundraising for the world’s top non-profits. He and his team in which he and his team have produced the creative strategy and television commercials for such clients as; Shriners Hospitals for Children, The American Red Cross, Wounded Warrior Project, Disabled American Veterans, March of Dimes, Smile Train, and The American Legion.
Always wanting to motivate people to live at their greatest potential, Trost has produced a series of motivational podcasts entitled “The Successful Life Mindset” in which he helps the listener explore the effects of mindset, choice, and decision making in their lives. His studies in Neuroscience have given him an understanding of why we do what we do from a scientific perspective.
Through his films, books, shows, and speaking engagements, Tracy desires to inspire people to follow their dreams and take actionable steps to live to their greatest potential.
Tracy will be presenting over two sessions. In Part 1 of two sessions, he will provide you with an understanding of neuroscience and how it relates to each of us on a daily basis. You’ll walk away with practical steps and procedures you can directly apply to your own lives to learn new habits and break the old that hold you back.
In the second session on Friday, Tracy will show you how to use what you have learned from Thursday’s session in your social marketing efforts to cause people to trigger and take action and convince them to make a decision. Gaining tenants this way will also help with retention.
Read more about Tracy here>>.