Advice Network Founders Blog

I’m currently reading a book by Patrick Renvoise and Christophe Morin entitled: “NeuroMarketing: Understanding the ‘Buy Buttons’ in Your Customer’s Brain.”

One of the interesting premises that their marketing tools are built upon is the idea that there are three brains. Now, this isn’t a crazy concept, it’s actually backed up by science. There’s an old brain, which is in charge of decision making; a middle brain, which deals with emotional processing; and a new brain, which is built around rational thinking.

The key to the mind, at least from an advertisers perspective, is the old brain because it is in charge of making the final decision, after taking rational thoughts and emotions into consideration.

The intriguing twist, however, is that the old brain doesn’t even understand words! It’s the thoughts and feelings that the words portray that deliver the results.

The six stimuli that speak to the old brain, according to Renvoise and Morin, are:

• self-centered
• contrast
• tangible input
• the beginning and the end
• visual stimuli
• emotion

I would love to go into each further, and I will…but not right away. I want you to take a while to think about your promotion before we take this any further. Are you appealing to the customer or are you busy telling them about yourself?

—–

For follow-ups on this topic, subscribe to the Advice Network RSS Feed.