Carwash Menus & Neuromarketing

5) The Old Brain is Visual

Neuroscience demonstrates that when you see something that looks like a snake, your Old Brain warns you instantly of danger, so you react even before the New Brain physically recognizes it’s a snake. This implies that visual processing enters the Old Brain first, which can lead to very fast and effective connection with the true decision maker.

Menu Application: Menus must be visually pleasing while not graphically confusing. The same principles which govern good street signs also apply to menus. A visual presentation of the menu options which is not well thought-out will frustrate the consumer and result in a not well thought-out selection. Many consumers may purchase the same old wash because it is familiar. This will not help the cause of increased price per ticket.

6) The Old Brain Responds to Emotion

The Old Brain is strongly triggered by emotions. Neuroscience has clearly demonstrated that emotional “cocktails” create chemical reactions that directly impact the way information is memorized and processed by the Old Brain.

Menu Application: Menus must create a feeling of trust, professionalism and confidence in the value of the wash offerings.

After we understand what stimuli the Old Brain can process, we must also determine how to effectively communicate the desired stimuli to the consumer’s Old Brain. According to SalesBrain.net, we can effectively communicate these stimuli in the following four steps:

A) Diagnose the Pain

Your prospect’s Old Brain is self-centered. It pays attention only to its own selfish needs and benefits. It is not your product or service that is important; it’s what it can do to relieve their pain.

Menu Application: Today’s consumers want all they can get for the dollar while being reasonably certain that they are not being taken advantage of. A menu that is clearly stacked in the consumer’s favor, based on spending more, will allow the consumer’s greed to drive spending higher for each wash.

B) Differentiate Your Claims

Your prospect’s Old Brain needs contrast: Your claims allow the Old Brain to quickly contrast your offers with those of your competitors.

Menu Application: Clearly stating the options available in a strategic way will aid consumers while they calculate their best benefit for the money. Only by creating a relationship between “more service for less money per service offered” and “more money for less services purchased” can we create a win-win for both wash and consumer. An axiom which appears on SalesBrain.net is, “No evidence, no confidence.”

A concise presentation of the contrast between the washes available, both in price and services, will prove that the dealings of the wash are honest and above board, leaving consumers with the feeling that this wash is a great place to entrust the care of their vehicles.

C) Demonstrate the Gain

The Old Brain is concrete. It needs hard evidence of your value to decide in your favor. If your benefits are greater than your cost, your customers are foolish not to buy. But it doesn’t always work that way. Why? Because the Old