Three brains one decision maker. One of the best strategies to increase your conversions is to understand and influence the old brain of your prospects. And the reason for that is because the old brain is the decision maker. as marketers, we are interested in the categorization of the human brain into three main parts that serve different functions. These parts are called with different names, but for the purpose of simplicity, we're going to call them number one, the thinking brain also called the intellectual brain, or neocortex. Number two, the emotional brain, also called the mammalian brain.

And number three, the decision brain, also called the oldest brain or reptilian brain. The thinking brain is concerned with processing rush data. The thinking brain thinks it makes logic, speech and writing possible. When you compare it to the other brains, the thinking brain is the one most recently evolved. The emotional brain is concerned with feelings, emotions, and memory functions. It is the second brain to evolve.

This brain connects events with feelings and also controls hormones in temperature. The decision brain is the oldest one, it is concerned primarily with survival. You've heard about the fight or flight effect, right? Well, this is where it all happens. Anthropologists say that this brain is over 400 million years old. These three brains communicate with one another.

But here is the important part. a growing body of research indicates that when we talk About the decision making process, the brain that has the highest influence is the old brain. That means, we need to understand how the old brain works, what kind of language it speaks, and we also need to communicate directly to the old or reptilian brain. It is not by chance, one of the most powerful words, when you write marketing copy is you, you should be always using you should be always talking in terms of your prospects interests. We already know that, but why this is the case, because one of the primary characteristics of the old brain is selfishness. And you really need to remember that because this is the core of good marketing and copywriting.

The old brain is selfish, self centered, and it cares only about himself. That means the old brain of fuel prospect doesn't care that much about the history of your company, your team, your mission statement, and so on. It cares about how a situation is perceived is a gain, or a loss, pain or pleasure, what's in it for him for his selfish nature. And since this brain was primarily concerned with survival in the past, now, it will do more to avoid pain than to gain pleasure. This is critical. We humans would do more to avoid pain than to gain pleasure.

So here is another angle of attack. Besides the wonderful benefits of your product, and the results your prospect will get. You can be also talking about what would happen if your prospect doesn't buy your product. For example, you sell weight loss programs to single men have a fork yoke product would help prospects to lose weight, let's say 40 or 60 pounds, to increase their self confidence to approach the opposite sex with confidence to be liked by the opposite sex and ultimately, to get a girlfriend. However, what would happen if they don't buy your weight loss program? They will say in the same situation they're in right now.

And of course, they don't like it there. They want to change their self confidence self worth would continue to be extremely low, and people will continue laughing in them and talk behind their back judging their appearance. Well, that even sounds a bit scary, doesn't it? You will have to decide to what extent to use this approach. And yes, you need to have a bit of experience in copywriting and know what you're doing. You don't want to offend your prospect.

They might not buy from you if you're not tactful. When we talk about marketing and sales, what do you think? When they see before and after? Before and after? Did your mind come up with before and after pictures contrasting the difference in weight? Before I was fat now I'm skinny.

But what about before I didn't have hair? Now I have advertisers do that for one reason, one reason alone, because they know that your own brain is quite sensitive to a clear contrast between two things. And this is the second main characteristic of the old brain. contrast sensitivity. Clear contrast, makes it easy for the old brain to decide what is good and what is bad, what he wants, and what he doesn't want, what is better and what is worse in the context. two choices.

Take a look at how Verizon utilizes this principle. They show their 3g coverage and their biggest competitors 3g coverage. It's stupid simple to decide which company you want to go with when it comes to 3g coverage, right? By the way, at&t shoot Verizon because this ad was misleading, though misleading. The ad was brilliant from a marketing perspective, because it communicates directly to the old brain, it communicates clear contrast. In the lectures that follow, you will learn how to talk to the old brain of your prospects.

But this is a very good starting point. Then to recap, number one, we have three brains thinking brain emotional brain in decision brain. The decision brain is the oldest brain or reptilian brain and he is responsible for making a decision. This brain is concerned with survival or fight or flight effect. The old brain will do more to avoid pain than to gain pleasure. The most important characteristic of the old brain is selfishness.

If the old brain could speak, he would ask what's in it for me. Another important characteristic is that the old brain is sensitive to clear contrast. So, contrast sensitivity. I would strongly advise you to read the book, neuro marketing, understanding the bite buttons in your prospects brain by Patrick to learn more about the old brain. Thank you for watching and stay purposeful