Thank you so much for coming to my talk. It's unfortunate that my face doesn't show up. I, I really dress up for today but never mind it would be for another time. So today we're gonna be talking about new marketing, mind hacks.Yes, that will make your marketing content more effective and drive more leads. But I guess before we get started, I need to tell you something about myself. My name is Flavell Von Gang and I'm the founder of Free Colors, role, an award winning branding and marketing agency for tech companies. So I work permanently with technology companies and I have a lot of fun doing that. And that's the reason why, you know, you, I am here. I'm also the founder of Tech London Advocates for black women in technology with over 1400 members grown without advertising, but just for word of mouth. I'm also um podcast host. You can hear me. I have a podcast called Tech Brains Talk, which is available on most um you know, popular audio podcast platforms. And yes, and then for COVID, I decided as well to write a book called 99 Strategy. To start to to get customers. I can't remember the name, but I got my own book, which is very funny. Right. So that's a bit of a brief in terms of who I am and what I'm gonna, I'm able to talk about that subject. I'm obsessed with branding.

I'm obsessed with marketing and I'm obsessed with good quality and result strategies out there. So I guess the first question we will be asking is what is neuromarketing and why should I care like this? Beautiful gentlemen, what should I care about neuromarketing and why? What is it?

So, neuromarketing is the psychology of consumer behavior. So it means that, you know, we all feel that we have some level of control in terms of what we do and quickly realize that we don't, which I'm going to show you in a minute. But why should you care really well, it's a question of money. The reason why you should care so much because loads of money is wasted every single year, every single minute, every single fraction of a second on very bad, you know, marketing campaign or bad content and people who are filling their pocket right now, uh Facebook, all the Google and all these brands are just say, yeah, keep trying until you get the right thing.

Yes. And I thought that, you know, we should be a better way of doing things if you understand clearly how the brain works. But before we do that, you know, it's also understand that, you know, quite often our clients don't tell us what they want. You know, they might say, hey, I want a cheeseburger, but deep down, you know, I want a crispy salad, but deep down, you know, that they really crave that cheeseburger, you know, so we don't always say what we really want. And that's what, what, what's, what, you know, market is so important because you can't really lie to um to the brain. And that's where we're going to discuss and share with you today. I want to kind of guide you through in terms of how brand has evolved in terms of the communication. At the beginning, it was very much focused on how, how to use the product when people move to the same thing. And then the kicking in, I took Nike as an example because probably as one of them who are not having a great brand mole. So we had to do better. And then from that point, we need to look at in terms of when it was much more in terms of your purpose. Why are you doing what you do?

And now we're in the era of digital evolution, which is great where now the narrative is now controlled by the customers and not so much by us, which is great to know. So how does the brain work? So I'm going to show you very quickly the brain is divided in three parts, you have a neuro cortex, the limbic system, the reptilian brain. The first part, the biggest part is called the new brain. The new brain is what you're using right now to really control your very rational over the thinking. You know, you control your imagination, your consciousness, abstract does God exist? Do neuromarketing is is relevant or not? And you can see this is the biggest part. The second part is the middle brain, the limbic system, which is the emotional part of your brain. You know how you feel about someone? Are you in love? You know, judgment. Do you believe I'm a great speaker. I terrible with technology, whatever it is, behavior that controls all the elements around those parts of your brain. And the last part is the Italian brain, which I also like to call, it's called a primitive brain, but I like to call it the lazy brain which controls our, you know, vital functions, flight or fight responses when you face.

You know, if you're in front of a gorilla, do you stay still? Do you fight it or do you run away? I really recommend to run away and not stay there. And also um you know, gene, you know, generate basically your survival instinct. And a part of this brain is really to make sure that you stay alive. So the reason why I could have a lazy brain is because he wants you to do as minimum as possible. Yes. So we're gonna do a little game. I can't hear you, hear you right now. But I want you to read out loud. The color, not the word, the color, not the word. Are you ready? Let's do this. So pink. All right. So this one is easy, right? So we're gonna do the same thing again, but faster and get back. I want you to read out the color, not the words. So you don't read pink as it is written, but you read the, the color of the, of the word you ready? All right. So I've given you a world on a plus. I do what I can see. God, which I can't see right now. So let's do it again one more time. How was it this time? A bit harder, right? What happened is basically your brain goes into conflict. We quite often, what we don't know is that we are often on autopilot. You know, think about what you do in the morning when you wake up. You don't think really what you do.

You just know you brush your teeth, you do this, drink some coffee, whatever it is, the one you know, your brain is not used to what it knows. It creates a conflict that then you just like, oh what is going on? And this is what I've done by just conflicting between the words and the colors and your brain is like, what the hell are you doing Flavia with myself. All right. So the part of the brain was the biggest control is actually the reptilian brain has the biggest control because as you can see from the size of it, the bigger the brain you think about the brain as an, as an, as a computer. Yes, the brain is the smallest part require the least energy and neuro cortex, which is the biggest part of the brain requires the most energy. So when you think about it, you want, you know, you want to speak as often as you can to theil brain over the limit system. And you know, so we are not rational people are not, we are not rational people. OK. So I'm gonna give you a six stimuli, reptilian brain to help you make sure that when you create content or how you are articulating your brain messaging it creates the best engagement.

So first of all, we recognize that we have a flight or flight, um flight of flight or flight access and but also we're drawn by self-centered desire, so pain or pain or desire. So then differentiate your claim, demonstrate the gain and deliver it to the Children and brain beginning and end visual and emotion. I'm going to break it down. So it makes more sense because I'm going quite fast because I think I'm running out of time. Sorry. So yes. So we are very much about us. We are all very selfish, so selfish in a good way or selfish in a bad way. So when we create content, always put your try to put your customer as the centerpiece as the hero of the story. Remember when Uber launched their brand, we really showcase here in terms of, you know, what they're doing and and here, you know, very much like this beautiful girl comes out of the car. She doesn't have to wait outside, you know, in the rain. So it's me, me, me, me and you can see as well what it does, it really showcase in terms of what the problem is been trying to fix. So think about, think about like what problem are you trying to fix or what design you want to create one or the other.

And you can also see from the heat map, how well and responsive it was, you know, from where obviously putting the the the hero, the customer as as the centerpiece of the of the page, but also close to the cultural action here, really create a great engagement. So very responsive, differentiate your claim against something everybody remembers. Um you know, the I A PC Ma Mac, that was the old one, but people are very responsive to contrast. So again, same thing you think about personal trainer, they use that all the time. Look at how my clients are losing weight and and so forth, which is super important. So the great, you know, the best contrast when you think about contrast could be around financial incomes, appearance or love or freedom, more time and so forth. So what are the, what are the thing that, what are the elements that contrast that you can create in the mind of your process? You can see the before and after it's always very useful. So when you come to our website, for example, you can see a before brand and after brain. So you can really see the difference, differentiate your game. You you you you you what is it your gain? Yes, I'm going to first demonstrate the gain, shall I say? So here, I love this example. You can see from this um DeVos Atone. Can you see the plate number? I love this. You know, you can tell me how good you are. But basically you tell me that you to show it to me.

And that was super, super effective great campaign by Sandelin and Rati, associate lawyers again, something I love this campaign. I really, when I'm, when I'm on live, I show you this campaign where you can see um people where they get to taste different cheese and people trust the well known brand. So it was a campaign done by Lidl and Lido showcase. It's a discount, it's a discount store. So showcase how people are very much attached to brands. Oh, because the expensive brand is this. So it's it it's it will be better. And then it, when it demonstrate that actually the cheapest brand was the best. People were very surprised.

It's a very effective campaign like that trust needs to come out from the mouth of your audience. So yes, so showcasing, you know, get putting your customer at the front piece of your content, gives much more engagement. Always what else? The beginning and end simply we have a very short attention span. So always think about putting the most important information at the beginning and also repeating it at the end. Again, here's an example. This is a bad example in terms of what is why this is not going to work as a website. So you imagine coming to this for the first time and say by now, uh excuse me, I don't know you, I've never heard from you. What would I buy from you? Even $10? No, thank you. Well, here is another example, Dropbox very, very clear in terms of, you know, revisiting visitors or new visitors. If you are new visitors, you be going to try Jobb box piece for free or get, you know, if youve already been to the website, get Jobb box basic. And again, something you will see from their website, we have a number of call to action repeating content. And again above the floor, you have a call to action which is super effective visual, you know, an image is worth 1000 words. You know, if you want to express something, try to use visual we are very receptive to visual.

So we use that to your advantage, which is very key. And again, in emotion, I keep talking like, you know, I keep mentioning that, you know, the brain actually, we are not very, we're not rational at all. We always believe in what we in emotion first. You know, you say, oh, I love this person, I trust them what they say, but we don't look into the details. So again, you can see in terms of when you combine rational and and emotion, 20% responsive, 31% responsive on emotion and it was rational, 16% responsive crazy. And this is a great campaign from Airbnb really showcase in terms of how you know, instead of saying, hey, get a discount when you get this house for $20 or $30 a night, why not showcase like a family having fun in this great environment? This is emotion so much more effective and this really works really, really well. What feelings you think about, what feeling does your brain bring? Really think about that? This is ok. Again, what's very surprising people are very much more responsive to negative feeling. Another campaign from Uber in Canada really showcase, you know, around you know, the importance of of driving safely again, really similar in terms of di diagnosed the pain. So self centered, remember we are all self-centered, differentiate your claim with contrast demonstrated again, with tangible elements delivered to the Chilean brain. Most important information at the beginning at the end, visual and emotion. All right, this is me, sorry for the time. This is me as well.

Like if you want to know more about what I do, I have my book 19 0 which is available on Amazon and everywhere. But also you can access my free brand workshop for free visit, free colors, world.com. I'm very easy to be found, to be honest, I'm really sorry about the technical difficulties. And also it is a great report as well on our website. I have loads of goodies. Please come and visit us. I hope you enjoy this presentation again. Very sorry for the technical difficulties and I'd be more than happy to, to connect with you. This presentation by with this presentation is also available on youtube. So if I was speaking very fast, you can watch it again on, on my youtube channel and it was, it was it for me. And yeah, that's the end of the session with me. I hope that you enjoyed it because the old back and forth was not easy. Nicole. Thank you so much, Joan. Thank you so much for coming. Thank you Michel for staying. I hope you enjoy this session. It was definitely eventful and yeah, I don't know. I really don't know if I'm supposed to go and leave. Yeah. Thank you. Yes. Thank you so much for coming. I really enjoy. Thank you. So much for your patience. Thank you, Kara. Thank you for staying again. I think this version is, the longer version is available on youtube that you can access right now. Still sharing my screen.

Uh What, what uh stop sharing? There you go. I'm really proud of this. If anybody has any questions, I'm still here as I don't know how I can end this. Thank you. V Thank you Rabia for staying. Thank you so much. I'm really sorry about. This is a technical deficit but we made it. If you have a question, drop me a line, find me on social media, linkedin, Instagram and Beque on Instagram or you have me on Twitter. But yeah, we made it. Yes, goodbye. Everybody. Can you get here? So if you check out three colors rule or just check me out, I'm very to be found. Flavia is only one, it's me. So um you can find me here. So if you take type new marketing of Flavia, you can find me easily. Vhe very easy to find me. Uh But I will give you, you know what? Let me just type as I've seen some people here with me hyperlink to my page. Three colors wall so you can file it over the machine. Even typing, takes a bit of time. So free colors, wood.com/ three colors, wood.com/lavia will take you to my page and you can find out more, but I don't know why I can't. I'm even trying to type but it's not typing. Uh, well, there you. Go.com/the Villa. We got it. Yes, we check you. You, you're good. All right, I'm gonna go have a good time. Surprisingly sunny in London. So. Yes. Bye everybody.