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Using the “Old Brain” to Influence Customers
By
Vistage speakers
Christophe
Morin
and Patrick Renvoise
Research in
neuroscience reveals that the human brain is divided into three parts that
act as separate organs with different cellular structures and different
functions. Knowing how these separate parts work could help you
create and deliver compelling messages to reach and influence customers.
Three Parts
of the Brain
The brain
stem, formed during the earliest stages of evolution, sits atop the spinal
column in the base of the skull. This is the "Old Brain" (also referred to
as the reptilian brain, because all vertebrates have one, from mammals to
reptiles), a.k.a. the "Survival Brain," because it's responsible for fight,
flight and feeding functions.
The Old
Brain also oversees such important functions as breathing, sleeping,
reproduction, circulation of the blood, and contractions of muscles in
response to external stimulation.
The two
other parts of the brain include:
-
The "New
Brain." The New Brain thinks. It processes rational data and shares
its deductions with the other two brains.
-
The
"Middle Brain." The Middle Brain feels. It processes emotions and
gut feelings and also shares its findings with the other two brains.
The Old
Brain decides. It takes input from the other two brains, but it alone
controls the decision-making process.
What
Stimulates the Old Brain?
We've found
six proven stimuli that influence the Old Brain. If you use these to speak
to the Old Brain in a language it can understand and relate to, you'll
succeed with any audience.
1.
Personal.
The Old Brain is a self-centered entity. General considerations about others
don't reach it. Think of the Old Brain as the center of me. Don't
assume that it has any patience or empathy for anything that doesn't
immediately concern its survival and well-being.
2.
Contrast.
Before/after, with/without, slow/fast all allow the Old Brain to decide.
Contrast is a safe decision engine. It enables the Old Brain to make quick
and safe decisions. Without contrast, the Old Brain enters a state of
confusion, which ultimately results in delaying decision.
3.
Concrete.
Numbers work for the New Brain, but the Old Brain won't decide based on
numbers alone. The Old Brain constantly scans for what's familiar and
friendly, what can be recognized quickly, what is tangible and immutable.
The Old Brain can't process concepts like "flexible solution," "integrated
approach," or "scalable architecture," without efforts and doubts.
4.
First and
last.
The Old Brain forgets most everything in the middle. This short attention
span has huge implications on how to construct and deliver powerful
messages. Placing the most important content at the beginning is a must, and
repeating it at the end is an imperative. Keep in mind that anything you say
in the middle of your delivery will be mostly overlooked.
5.
Visual.
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 that 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 connections to the true
decision-maker.
6.
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.
The Old
Brain is skeptical. It needs concrete evidence before committing to a
decision. This means that rather than talking about value, you need to prove
it. The more you speak to the Old Brain the more you increase your chances
of closing an important deal, raising money, or simply increasing the
effectiveness of an internal communication.
Vistage
speakers
Christophe
Morin
and Patrick Renvoise are co-founders of SalesBrain, a San Francisco-based
firm that helps executives develop sustainable competitive strategies.
Copyright
2008 Vistage, Inc.
All
rights reserved.
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