“people will forget what you said, people will forget what you did, but they will never forget how you made them feel” – Maya Angelou
The Brain Retains Image Information Far Better Than Words
For marketing building products, or anything, for that matter – there is one pitfall which we face constantly.
Sure there are manufacturing costs, spiking labor costs, competition and countless other pitfalls we can run into when trying to convince design and construction professionals to use our latest greatest building product. However, if we don’t address this one evil thing, everything else we do will be sure to fail.
So what is this horrid evil pitfall?
Simply put, it is when our audience tunes us out – changes the channel – so to speak. We can have the best product in the world, which economically solves our potential customers problems, but if we don’t hold their attention long enough to present our idea to them, nothing else matters.
So How do we Defeat this Evil Tune Out?
By way of Pat Flynn’s SPI podcast, I came across a gentleman named Bryan Kelly who has done the research on this topic, gathering the latest information from neuroscientists and other experts covering what helps people succeed in presenting, speaking and pitching. We all hate the word “pitch” but the truth is that we are always selling, all of the time.
Be a Teacher and Strive for Learning
When we are presenting building products, we become teachers. We want our audience to learn about our products. Learning, as Bryan’s research shows, is an active process which takes place in the working memory as the learner abstracts meaning and connects it with existing knowledge to place it in long term memory.
In the podcast episode, Bryan explained how to defeat the evil of tune-out with a five letter acronym S-P-L-A-T as a way to remember this information.
We are all Visual Learners
The biggest thing I took away from all this Neuro-Babble is that we are all visual learners. How many times have we heard that some people learn by hearing things, some learn by doing things, some learn by seeing things etc.? The truth is that science shows that we are all visual learners.
Check out these numbers :
- 80% of our brains processing power is dedicated to visuals
- 6 Parts of the brain have been shown to be dedicated to processing images
- Just hearing something, the retention level is around 10%
- Using an image alone, that number jumps to 35%
- Combine the two, as you would in a video and you now get to 60% retention!
Bottom Line – Leverage the Power of Visual Learning for Marketing Building Products
- Listen to the Podcast (link above)
- Use great visuals of finished projects
- Use great images of your products
- Use marketing videos to explain your products professionally
- Create animated installation instruction videos to allow your customers to learn about how your products work in a way they will remember
I hope this information was helpful to you, please let me know what you think.
Best Regards,
Jason Yana