The Secret To Understanding Why People Buy

The secret to “knowing why” is powerful. In fact, for the most part, sales and engagement are strongly driven by knowing the “why”.

The Secret To Scientific Marketing

We’re creatures of habit and studies of human nature strongly suggests that some people still replace unknowns with what they “feel” sounds right to them, rather than accept that it is just unknown. The anxiety of the unknown drives our feelings-centre in our brains and this is why some people say, “I feel [whatever].” when looking to make a decision about what the choose to believe. It is well-known amongst the scientific community that in human nature, we replace info, logic and reason (a.k.a. research and facts) with the info that may not be correct.

I mention all this as this is not psychological, but biological. Our brain has regions that do certain & specific things. One region, the NeoCortex, only understands info, logic and reason; it has zero emotional capacity. Another region, the AlloCortex (a part of the brain’s limbic system) has zero capacity for info, logic and reason and only understand emotions; this is why we use the verbiage “feel” when describing why we did something. “…I felt it was right…”, “…this purchase feels right…”, “…no thanks, that does not feel right…”, etc.

And while our NeoCortex can influence our actions, 100% of all decisions are from the limbic system or predominantly, the AlloCortex region.

I have covered this before but in this post-factual world — whether you are dealing with the politics of a debate on social media or a marketing campaign — it is important to know the secret of what will influence and eventually convert a person to engage you.

The Secret Of Target-Awareness In Marketing

A place to start (always) is understanding the awareness of your target audience. Awareness is key to producing the right message at the right time, as without your target knowing that they have a problem, your solution holds zero value. This holds true for every stage of the awareness funnel.

In that awareness-funnel, there are five stages, the last being that your target is ready to buy from you. Those stages are:

1. Not Aware
2. Problem-Aware
3. Solution-Aware
4. Provider Aware
5. Fully Aware

If you want to learn more about how to create conversion-driven copy for your marketing collateral or website, sign up for my limited-time complimentary one-on-one “Start Your 2019 Marketing Off Right Master Class”. This offering is only being offered in January this year, so hurry as there is less than 30-days to go!  Reserve your time slot here!

 
 
 
 
 
 
 
  
 
 
 
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Working with Cortex Marketing has been an outstanding experience. They completely rebuilt our website, making it professional, user-friendly, and helpful with our new branding. They also resolved the multiple domain listing issues we were struggling with, and enhanced our website content so that it better reflects who we are and what we do. Cortex brought much-needed continuity to our social media messaging, ensuring a consistent and professional presence across platforms. On top of that, their creative work has really elevated our marketing. They produced excellent testimonial videos, organized great team photos (even seamlessly adding in a staff member who couldn’t make it to the photo shoot), and created sharp graphics, like placing our NSMR logo on the various recycling bins, which added polish and credibility to our materials. Cortex Marketing goes above and beyond, and their attention to detail really shows. I would highly recommend their services to any business looking to strengthen its marketing presence. Will is the best and my forever go to when I need guidance! — Sheri Goesen, Office Manager, North Shore Metal Recycling
  
 
  
 
 
 
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We have had Will work on our computers, twice in person and once via telephone. He is.professional and very pleasant to work with. He not only fixes our problems he shows us how to he did it. We will continue to use him for our computer needs. Thank you Will
  
 
  
 
 
 
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Atlantis Fiber has been working closely with William (Will) Dickinson and his marketing firm, Cortex Marketing, since 2017 and we have not even once considered looking elsewhere ever since. Will's commitment to client service & our relationship is second to none and he consistently delivers on time and with results that go above and beyond expectations. He has provided Atlantis Fiber with a multitude of services from website and social media design and content creation to strategic marketing plans and even lead generation support for our sales efforts. Will has proven to be a veritable "Swiss army knife" of capabilities and an extremely versatile and talented guy who's been instrumental in helping Atlantis Fiber create and develop our brand. We fully recommend William (Will) Dickinson and his marketing firm, Cortex Marketing. Patrick McConnell President/CEO Atlantis Fiber
  
 
  
 
 
 
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Will does a great job of breaking down what you do and clarifying your message to your clients. Even if you think your message if clear already, Will has the skill to make your message even stronger to help you stand out in whatever your industry may be. Can't recommend enough. Thanks Will!
  
 
  
 
 
 
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I have had multiple meetings with William at Cortex Marketing.  He has been extremely helpful in assisting me with clearly communicating what I want to say about my business.  This allowed me to focus on what I do and why I got into business in the first place, which was not to write about it.  I really appreciate his fresh perspective and taking this weight off my shoulders.  Besides that, he is great to work with.  Thanks again, William, I look forward to the next time we get together !
  
 
  
 
 
 
 
    
 
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