Well, another library book is due soon, so it’s time for yet another book report! This time I’ll talk about Buy-ology: Truth and Lies About Why We Buy by Martin Lindstrom, “one of the world’s most respected marketing gurus.” With his spiked hair and his goofy smile, he doesn’t look much like Don Draper, but the man clearly has done his research. Plus he uses expressions like “at the end of the day” all the time, which reminds me nostalgically of Stanford MBA’s.
I picked up this book because I have a special fascination for the how the mind works. Add in my daily role as chief consumer for my family and my now-dwindling side hobby as a book marketer myself and this was an appealing and potentially relevant topic. Lindstrom is a global branding expert, and since branding is what a writer is supposed to do to herself and her work, I figured I might learn something useful. In that regard, I did. For example, here’s the list he uses to help his clients formulate a marketing plan:
What’s the secret of your product?
What makes it stand out?
Are there any stories or rituals or mysteries consumers associate with it? If not, can you find some?
Can the product somehow break through the two-dimensional barrier of advertising by appealing to senses the company hasn’t yet thought of? Smell, touch, sound?
Is the advertising campaign edgy and funny and risk-taking, or is it as boring and forgettable as every other company’s?
This is not a bad set of questions to ask when you’re wondering how to “sell yourself.” But back to the book report.
Buy-ology was a fast and fairly light read, but I suspect I’ll remember more of this book than most (I find I usually take away one to three main ideas or anecdotes from a book for the long term). Lindstrom’s book is a departure from classic marketing in that it relies on the research of neurologists who scanned subjects' brains while they viewed certain images and TV commercials or listened to jingles. This “neuromarketing” is, according to the author, “the key to unlocking what I call our Buyology: the subconscious thoughts, feelings and desires that drive the purchasing decisions we make each and every day of our lives.” For those who question the ethics of mapping the blood flow to the consumer’s brain either through fMRI’s or a less-invasive bathing cap thingy, Lindstrom argues that we will empower ourselves by better understanding our irrational behavior. I agree. Knowledge is power after all!
Most of the rest of the book discusses specific experiments that shed light on what really engages consumers authentically versus merely attracts attention for the moment. A product needs the former to keep going strong over the years.
Here are a few tidbits that stood out for me:
Consumers preferred Pepsi in a blind tasting due to its sweeter taste, but when informed as to the brand names, they preferred Coke because of their emotional engagement with the brand and its history.
The same parts of the brain light up when we see “strong” brands like iPod, Guinness and Ferrari as do when we see religious symbols like crosses, rosaries, Mother Teresa and the Virgin Mary" (I assume this study was done on Catholics....)
Cigarette warning labels light up the craving part of a smoker’s brain, that is, the warning makes them want to smoke more!
When people see an image of a mini Cooper, the part of our brain that recognizes faces lights up, suggesting we see Minis as cute little people--possibly accounting for the popularity of that car.
The success of product placement depends on the way you use it. Bombarding viewers with 100 different brands yields nothing for the advertising dollar, but incorporating the brand into the narrative, as with Reese’s Pieces in E.T. or Coke in “American Idol,” is well worth the expense.
Engaging senses other than the visual makes for stronger associations, but I love this evidence to support the power of music: when classical music was piped over loudspeakers in the London Underground, robberies dropped by 33% and vandalism by 37%.
Thanks to little buggers in our brains called “mirror neurons,” when we watch someone do something our brains react as if we were actually performing these activities, seeing and doing are one in the same. Reading about it triggers the same areas as doing, too.
Which leads us to sex and erotica, naturally. You read about it, it's as if you’re doing it? Depends on the story for me... but of more interest to business types is the following "surprise." Actually, Lindstrom claims that sex on its own does not sell. In fact, it tends to distract viewers, especially men, from paying attention to the product. He does get a bit confusing here, because he also claims that we decide to purchase something based on how much social status it brings, because social status is linked with “reproductive success” (a.k.a. getting laid a lot). Again, without spelling it out, I think he is arguing that it’s how the sex is used that matters. Which makes sense, but I'm not sure most people I talk to about my erotica writing get that. They all seem to think I should be very, very rich if I'm any good. But I digress.
Apparently we need to be able to relate to the advertisement. Studies he cites show that women prefer a wholesome, pretty, more or less “ordinary” woman in an ad to a sexy vixen or gorgeous celebrity. (Makes sense to me, though he didn’t talk about men in this case or makeup ads.) The desire for authenticity is a strong factor in consumers, which suggests why reality TV shows and erotic memoirs are so popular. While we all like a little fantasy escape, “real” sex is somehow more compelling. At least it is for me. It’s all the more thrilling when I feel I’m getting a glimpse into an intimate scene that “really” happened—though we all know that any mediation adds fictionality. But that’s yet another discussion.
I found it interesting that a 2001 survey by Market Facts showed that 53% of people were (said they were?) more likely to buy a product if it showed images of “love” than if it showed images that alluded to sex (only 26%). Again, I’d like a little more definition of what he means by “sex,” but if it’s just body parts colliding, then I can surely understand why some relational context would be more appealing and easier to identify with. Naturally, I’m invested in this because I like to read and write about “real” sex within relationships, so hey, I liked what I read in Buy-ology, too.