The digital marketing ecosystem is intensive and highly competitive. Companies seek to outdo each other from every front, be it social media, website, blog, or video content. Everyone wants to get to the top, and serious companies are leveraging every weapon in their arsenal to increase their sales. But what if we told you that there’s another way? A sort of road less taken sort of way.
Athens Ramseyer is the founder of Sciential. This company deals with digital marketing, but it is no ordinary agency as it leverages psychology in its marketing strategies. Athens states that understanding the buyology of the client’s sciential brain is an effective strategy that can help you outcompete other firms.
We talked to Athens about this psychology framing strategy. Here’s what he had to say.
The Digital Psychology Framing Strategy
A look into psychology will help you uncover why people behave the way they do. Yet this powerful tool is often ignored in favor of technological solutions that give data about the clients but are a bit sketchy with the details concerning behavior. However, when you understand how people’s minds operate, you know the reasoning behind actions. You will comprehend why people react the way they do, and you will be able to predict how they will react to your content.
Athens states that digital psychology “Every time you have a thought, in addition to making neurotransmitters, your brain also makes another chemical – a small protein called neuropeptide that sends a message to your body activating different hormonal centers. Your body then reacts by having a feeling, The brain notices that the body is having a feeling, so the brain generates another thought matched exactly to that feeling that will produce more of the same chemical messages that allow you to think the way you were just feeling.
So thinking creates feeling, and then feeling creates thinking that’s equal to those feelings. It’s a loop (one that, for most people, can go on for years.) And because the brain acts on the body’s feelings by generating the same thoughts that will produce the same emotions, it becomes clear that redundant thoughts hardwire your brain into a fixed pattern of neurocircuitry. This is why emotional selling in digital psychology is so immensely influential in the science of why we buy.”
He argues that there are two reasons why people buy stuff. There’s a logical and illogical reason. When you understand these two reasons, you can develop content that persuades your customers and gets you your intended results. This is what Sciential is all about as the company helps clients tweak their advertising so that they can activate their target audience internal triggers.
Athens has worked with recent ‘whale’ was Real Estate Wealth Expo with an All-Star speaking list including Sylvester Stalone, Tony Robbins, Grant Cardone, Sir Richard Branson, Gary Vaynerchuck, Alex Rodriguez, Vice President Al Gore, Jerry Jones, Robert Herjavec, Magic Johnson, Pitbull, Daymond John, and so many more. He argues that all these high-profile clients use the power of psychology to appeal to their audience.
To Athens, modern consumerism is the best-funded human experiment in the world. He calls it the Galapagos islands of human weirdness and states that an ad agency is one of the few remaining safe spaces for weird or eccentric people in the world of business and government. As a marketing expert, Athens employs several psychology principles and applies them to influence and compel consumers’ buying decisions. So far, he has acted as a professional consultant for high-end clientele, celebrities, and businesses. He has helped companies to take action fast and scale their performance in the market.
Athens’s psychology framing strategy centers on the buyology of our sciential brain. Why do people buy? Some people buy out of the fear of missing out. Others buy to meet a psychological need, e.g., need for status or proof that one belongs to a particular class. But Athens’ framework is more extensive as it looks at why a customer would hesitate in making a purchase. He argues that people don’t value things; instead, they value meaning.
90% of the people who land on your video won’t last 10 seconds. Whatsmore, there is a growing use of ad blockers on YouTube as more and more people seem to repel advertisements. This trend can be explained with psychology. Athens notes that in human neuroscience, people don’t exert energy on something they are uncertain about. When people view your ad, at that point, some are strangers, which creates a low chance that they will engage with your brand at that point.
Athens has a degree in Psychology. In less than a decade, he has advanced as a thought leader in the marketing niche. Athens points out that although technology changes, the human brain remains the same. Therefore, buyology entails comprehending the neurological viewpoint and applying this neuroscience in marketing and advertising.
To Athens, 80% of marketing success is psychology. The right strategy could save a company ton of money if they understood buyology. If you are still in doubt, check out YouTube vlogger Cameron Fous, one of Athen’s clients.
If you are curious to learn more, check out his LinkedIn.