If your ambition were to open a pet shop, one would hope you would know a little about the animals you are dealing with. As a hairdresser, you spend years studying your craft and ongoing education is fundamental. The same principal should apply to both retailing and service. As salon owners and service providers, we should study our consumers, if we aspire to understand their needs and provide solutions.
Statistically the majority of the consumers that spend time and money in our salons are women. If that is so, we need to look at the female brain, so that we have a better understanding of why they buy!
We all start off as females, as all brains are female from the very beginning. During the eighth week of gestation, a testosterone bath occurs in about half of fetuses. If this powerful shower of testosterone happens, some communication centers in the brain shut down, while other centers gear up, and a male brain is born. If no testosterone appears, communication centers continue to grow and the brain remains female.
As an adult, a woman has four times as many neurons connecting the right and left brain. This means she processes information through both rational and emotional filters. In constructing marketing messages to her, always include some emotional component. This superior connection between the two hemispheres makes the female brain the most highly attuned multi-tasker of all time.
The difference between male and female brains has a profound importance for marketers. How they shop and view products is a key strategy in designing a salon, service or retail area. It is also important when we are composing marketing literature.
This article is about how and why brains buy. There is a wellspring of new knowledge that has been pouring out of neuroscience over the last few decades, especially the last five years. These are remarkable times. It is a rare event when science, technology and real practical problems come together. It happened with chemistry in the eighteenth century, physics in the nineteenth century, microbiology in the twentieth century, and now neuroscience in the twenty-first century.
Human brains process much of their sensory input subconsciously. This is, of course, counterintuitive because we can't think about how we think when we are not aware of the thinking we're thinking about! Most of the work our brains are doing occurs below the threshold of our personal conscious awareness.
11 million bits of information every second.
Our senses are taking in about 11 million bits of information every second. Most of that comes through our eyes, but all the other senses are contributing as well. Our conscious brains--that part of thinking in which we are aware of thinking--can only process, at best, 40 bits of information per second. All the rest is processed subconsciously.
The challenge to marketers, retailers and salon owners is how do I get into the 40 bits of conscious considered information? Brain science is nice, but so what? How do we use this knowledge to change my brand strategy? How do I market product design, services and pricing? How can I make sure I get the return on investment in advertising?
We need to motivate consumers to try or continue to use our brand, or services by activating their pleasure/reward circuit and focusing on powerful images of the emotional "payoff" elements of your services.