When I hear people say that repetitive TV commercials and video advertising is designed to brainwash viewers, I understand what motivates them to say that, however, I disagree. The term “brainwashing” is a little too sinister for me. I have always referred to what happens to the brain with the video advertising process as “brain-rinsing”.
Brain-washing is a destructive process, changing thoughts, perceptions and actions permanently.
Brain-rinsing is a non-destructive process where beliefs and actions are gradually changed temporarily. Light layers of belief are rinsed away by repeated video messages that place doubt in the mind of the target prospect. Then over time new thought patterns are “suggested”. New beliefs form causing new actions (engagement, purchasing etc…) to take place. The “rinse cycle” must be continually activated to prevent competitors from beginning their own rinse cycle with your customers.
But why video marketing messages? Can’t print or radio marketing messages have the same brain-rinsing impact as video? The short answer is no. Video has proven to be the best medium to use to create an emotional message to impact parts of the brain, on both a conscious and subconscious level, to cause people to change beliefs, thoughts and actions.
Neuro-marketing is the key. Each one of us has three parts to our brains. Picture a large box. Inside of that box, a smaller box, inside of that box yet a smaller box. Essentially that’s the way our minds are set up. We have a small part of the brain surrounded by a larger part and a larger part surrounding all of that. Video marketing is the best way to create an emotional response that can capture all three parts of the brain. However, keep in mind that a weak video will only really touch one part, a mediocre video touches maybe two parts, but a great video message has the power to touch all three parts of the mind involved in the buying process.
Use video marketing messages to impact the brain to rinse away existing beliefs and replace with new ones. It’s easy if you have a system. At Video First Marketing we do have a system. Check out how it works and contact us when you are ready for your marketing messages to rinse the brains of your customers.
