We make more than 3000 decisions per day, and only 1% of them- rational.
How is this possible?
The reason is in our brains!
That’s right! Our brain has 2 main systems: the old brain and the new one.
System 1 (old brain):
– 500 m years old
– fast but limited
– it is always on
– effortless
– unconscious
– uncontrollable
– responsible for our emotions
System 2 (new brain):
– 3-4 m years old
– slow but smart
– on/off
– effortful
– conscious
– rational decision making
So the 1st system is much more powerful than the 2nd! And we make 99% of all our decisions with our 1st system being dominant.
So do your customers and clients!
So every time you try to persuade them through rational reasons, you lose!
Instead… sell to the old brain!
Here are 5 main stimuli that trigger the old brain:
1 Selfish gain
The old brain is very selfish. (It’s an organ of survival so it should be like this !)
Strategy:
- Show to your customers that you genuinely care about them and can solve their problem. Underpromise and overdeliver!! (No, it’s not advertising your produscts and services)
2 Change or contrast
The old brain is triggered by a change or a contrast. Any change can mean danger so the brain will be automatically more alert to it.
Strategy:
- Use contrast (before/after, with/without, risky/safe)
- Use your strongest selling points in the beginning and at the end of your message
- Use novelty : break a pattern from time to time. For example, emails that follow the first one, with the titles like “error in the previous email” are open more often than your regular scheduled emails
3 Tangible experience
The old brain prefers tangible things. It does it to avoid additional waste of energy on thinking.
Strategy:
- Don’t be too conceptual. Your message should be simple and tangible. If you sell a physical product, let your customers touch or hold it.
4 Visuals
The optical nerve is 25 times faster than an auditory nerve and it’s connected directly to the old brain.
Strategy:
Always use images or videos in your messages or communication strategy. (And use captions in your videos- 80% of videos are watched with muted phones)
5 Emotions
The old brain can be triggered only by emotions.
Strategy:
- Address the emotions of your customers, or create them with your message
So the ‘old brain’ is triggered by:
- Selfish gains
- Contrast/change
- Tangible experiences
- Visuals
- Emotions
Build your strategy using the principles that are not going to change- human brains, not trendy growth hacks.