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Video Summary
Ann is an international speaker, seminar leader, trainer and author who has worked with top professionals in the fields of politics, medicine, law, business, health and beauty. For 18 years, she has prepared clients for CNN, 60 Minutes, the New York Times, Time Magazine, the Los Angeles Times, Vogue, People, Self and numerous other media outlets.
She has also guest lectured at UCLA Extension and the USC Marshall School of Business as well as the Learning Annex in LA and New York. Ann has been interviewed in the Los Angeles Times, Elle, Cosmopolitan, ABC TV, Woman’s Day, First for Women, Entrepreneur, Presentations Magazine and many other media. She has written several columns for the LA Business Journal.
Ann has enabled her clients to generate hundreds of thousands of dollars within weeks with her popular program, “Speak Your Business in 30 Seconds or Less” where she offers private training and seminars on creating the perfect speech, public relations and attracting more clients in – you guessed it – 30 seconds or less.
In this video, Ann will help us discover how to speak directly to the primitive brain. This is the one that triggers every buying decision visitors make and drives the results on website and in social media. By the end of this article, we’re going to uncover the biggest mistake that people make with the words on their websites. So be sure to hang around for that.
What is the Primitive Brain?
According to the book Neuromarketing by Patrick Renvoise and Christopher Morin, there are three different kinds of brains. The first brain is the rational brain and its main function is to think. The second brain is in charge of our feelings. And the third brain – the old brain which is 450,000 years old, it’s our limbic system – is the one that decides.
The old brain is the one that actually triggers all the all the decisions and not the emotional brain. If you don’t talk to the old brain in its language, you are actually really wasting your marketing dollars and time because it’s the only brain that triggers the decision to move forward. It tells you to take that action, take your car and buy whatever.
Six Rules of the Old Brain
- Self-Centered. There are also six rules of the old brain. The first one is it’s completely self-centered. Every single message you deliver should be delivered as a lesson for them. For example, the old brain is the part of you that hears about a car accident and instantly thinks, “Thank God it wasn’t me,” before you think, “Oh, those poor people.”
- It Likes Contrast. It’s very simple. It’s called the lizard brain. It likes before and after, fast and slow. If you use neutral language like “we are one of the leading providers”. The old brain doesn’t hear that. So, you have to be the only. You have to provide contrast, or it will not actually wake up, or pay attention.
- Tangible Input. This means that a lot of people say, “We offer flexible solutions, integrated approach. We offer scalable architecture”, and all that does is just breed effort and skepticism. You want to use street language or pillow talk. And this is really important because do you want people to think, or do you want them to act? Big difference. If you want them to think, use neutral, abstract language. If you want them to act, use street language, use pillow talk.
- The Beginning and The End. Just like a kid, the old brain loves beginning and ends and has a very short attention span. And the problem with this is that it skips the middle. So, don’t have a middle. Don’t have a place where the old brain can go on idle because it will go on idle instantly. If you can keep people in a state of anticipation, you will release a lot of dopamine, and they will feel better, and they will keep coming after you. The question is how do you get people to come after you?
- Visual Stimuli. This just means word pictures – because most of us think in pictures. The old brain processes information extraordinarily fast and is dangerously hasty. So, you can’t rely on your message getting through via the neocortex – the thinking brain, the thinker. You can’t logically prove something to people. You can’t rely on your message really getting through to that buying trigger.
- Emotion. The old brain is triggered by emotion and only emotion. And when we have emotions, we’re flooded with hormones. The synaptic connections between the neurons are faster and stronger, and we remember three times as long. if you don’t completely satisfy their need for information, they will forget you.
Dollarizing Quantified Results
There are also some people who are emotionally cool. They’re not dominant, nor expressive. They’re not connected. They like facts and research, and you have to kind of tweak your language a little bit to appeal to them if that is your target audience.
But they still have the same 450,000-year-old brain. They still buy on emotion whether they know it or not. They just need a great deal of research and facts to back it up. That’s why you need to dollarize your quantified results to people. That’s the message that arouses the emotion in the person.
The idea of dollarizing your message is to make it as potent and seductive and tangible as possible to the other person. It involves three deepest needs that we have – money, love, and health. It’s a question of drawing people towards you by inference, “If they can do that for other people, can they do that for me?”
First Impression
Whether it’s on the web and you’re getting that first impression or you’re in person getting that first impression, how can we be more effective in these situations? Tell them your results. What can you produce for them immediately. Immediately upfront. Because people are not interested in what you do. They are interested in what you can do for them.
You want to have people powerful enough to make a decision and stressed out enough to need something. And in order to do that, we raise anticipation and curiosity. Don’t give them all the information. Keep it a slight tease because when people are completely satisfied, they are 3 times more likely to forget you.
The Buyer’s Language
And this is the buyer’s language. Deliver a tease that there’s a lot more here. If you leave them in anticipation, they will follow you. The whole point of this is to bring them forward and make them want more. The greater the curiosity, the more the emotions will begin to engage.
There’s something called – the Zeigarnik effect. It says people remember an incomplete behavior far longer than they remember a completed one. So, if you completely satisfy their need for information, they’ll forget you. You’re not going to be remembered, and if they met 30 people that day, you really want to be remembered.
In order to be remembered, start using trigger words. These are words that either feel good or feel bad. Like, if I said, “Congratulations. I hear you have a new kid in the house,” or, “Congratulations. I hear you have a new baby in the home.” Baby and home, whether or not you know it, have just delivered a little warm fuzzy to your unconscious. Because trigger words are attached to emotions.
And don’t use the verb “am”. As soon as you label yourself with “I am” – you’re advertising for your competition and people think, “I’ve got one. I don’t need you.” Use verbs instead. Verbs are the most powerful engine in the English language. For example, you might say, “Well, John designs. Suzie creates. Bill diagnoses. Steven develops.” People identify you with your verb.
Dollarize and quantify what you do. Translate the dollar value of what you offer into words your listener or visitor can instantly comprehend. And use numbers.
Numbers are so powerful. It’s because they raise anxiety, and they raise curiosity, and they raise anticipation. How much do you make? How much do you weigh? So, they produce that little anxiety that’s really useful.
What You Can Do Now!
Tie what you do to money, love, health. We’re scanning all the time for what’s in it for us, and we’re scanning for more money, more love, or more health. And to attract attention on social media, use trigger words. Use emotional words, and if you can possibly do it, get some numbers in there.
Well, that’s it! Don’t forget to use dollarized results. You have to get them to take some kind of action. How can you arouse anticipation? How can you show or intimate that there is a lot more where that comes from, and it’s amazing?
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Thanks for watching and have a great day!
