PITCH TIPS: Unlocking Your Customer's Brain

The two basic drivers of all behaviour and decisions are:
·         to seek pleasure (“I like”, which generates attachment), and
·         to avoid pain (“I don’t like”, which generates anger).

According to Kevin Hogan, author, The Science of Influence, "most people react to the fear of loss and the threat of pain in a much more profound way than they do for gain."

 The old brain "decides" on the basis of the gain vs. pain tradeoff.

According to neuroscientists, there are 3 main parts to the brain, each functioning as a brain unto itself. These "three brains" - nestled inside one another -- are as follows:

 ·          The "Human" ("New," or outer-most) Brain: Most evolved part of the brain known as the cortex. Responsible for logic, learning, language, conscious thoughts and our personalities.

·          The "Mammalian" (Middle) Brain: Also known as the limbic system. Deals with our emotions, moods, memory and hormones.

·          The "Reptilian" (Old) Brain: Also known as the R Complex controls our basic survival functions, such as hunger, breathing, flight-or-fight reactions and staying out of harm's way.

While neuromarketing is still a young field with many unanswered questions, one finding is clear. The reptilian, or "old," brain drives your customers' buying decisions.

 

So when preparing any pitch (sales, investment, etc), make sure you follow this strategy:

·          Diagnose the PAIN
·          Differentiate your CLAIMS
·          Demonstrate the GAIN
·          Deliver to the DECISION-MAKER (the Reptilian Brain)

 

 

video: Lean StartUp 3 day workshop

finalists of PNIC 2012 - Creative Industries

Porto, Portugal

 

The way to "update our operating system" is to develop our emotional intelligence with practices from the Contemplative Sciences, such as Mindfulness (Tog Chöd) and Fast2Yoga (happy mind in a blissful body).


Videos:
Dan Siegel - The brain and the developing mind (lecture) - video 1
Dan Siegel - The hand model of the 3 brains - video 2