We’re bringing a bottle of tequila to the next marketing experts meetup. Read The Goldpanifesto

Unbiased stories & studies from the frontiers of marketing

“How Expensive Are My Ads?”

ezoic ad revenue index (0 – 100)

49

NeuroTactic Overview

Attentional Bias

People have a tendency to pay closer attention to, and more easily notice, sensory cues that align with their recurring thoughts at the time. For example, someone who is hungry will have a higher tendency to notice restaurants. 

SUMMARY:

People have a tendency to pay closer attention to, and more easily notice, sensory cues that align with their recurring thoughts at the time. For example, someone who is hungry will have a higher tendency to notice restaurants. 

Ask yourself what your customer’s recurring thoughts (what they are most familiar with and what they think about regularly) are at the moment they could pay attention to you. How can you incorporate those thoughts into your marketing materials, from your imagery to your copywriting? Be sure to maintain an ethical approach to this strategy and only focus on positive recurring thoughts rather than negative recurring thoughts such as anxiety or depression.

Primary Source:

Bar-Haim, Yair; Lamy, Dominique; Pergamin, Lee; Bakermans-Kranenburg, Marian J.; van IJzendoorn, Marinus H. (2007). “Threat-related attentional bias in anxious and nonanxious individuals: A meta-analytic study”. Psychological Bulletin. 133 (1): 1–24.

Dream Category:

Attention

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Awareness
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.