In the article Mind-reading Marketing, Ann Handley explores 6 secrets about the human brain that are helpful when advertising a product or portraying a message to the public.  I found truth in these “secrets” from my own personal experiences as a consumer.

The first secret is that our brains react faster than they think rationally.  Handley stresses that by aiming for a gut-feeling to be felt; you are increasing the likely-hood of the viewer buying the product or receiving the intended message.  For example, the “It Can Wait” anti-distracted driving campaign does a very good job of aiming for the gut.  I recently saw an advertisement on campus that consisted of a wrecked car and a bold text message that was left unfinished.  It made me feel upset, in turn discouraging me from texting and driving in the future.

The next 3 secrets Handley shared had to do with images.  She concludes that viewers love images of faces, and that the colours in an advertisement inspire certain attitudes.  I found these remarks to be true, especially advertisements bringing attention to poverty or hunger.  The ads generally have black backgrounds with little to no colour, as well as a person with an upset look in their eyes.  This creates a somber mood for the viewers.

The last 2 secrets had to do with the wording of both the name of a product or service and the hooks and slogans used.  Many insurance companies use these secrets to their advantage, boasting how many people already trust their firm.  They also use words with positive connotation to name their brand (such as Allstate and Progressive).   This creates a positive attitude toward a company the viewer may not even know much about.

Source: “Mind-reading marketing” by Ann Handley, Entrepreneur Magazine Sept. 2015

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