The most primitive part of our human brain is referred to as the “Reptilian Brain”. Although it controls the most complex of life sustaining functions such as breathing, heart rate, etc., it is remarkably simple in terms of what types of stimuli trigger its attention. There is a simple language that you can use to stimulate the Reptilian Brain and it consists of the following 6 stimuli.

1. Self-Centered

The ‘Reptilian Brain’ is a very self-centered entity and general considerations about others do not reach it. Think of the ‘Reptilian Brain’ as the center of ME. Do not assume that it has any patience or empathy for anything that does not immediately concern its survival and well-being.

2. Contrast

Before/after, with/without, slow/fast all allow the Reptilian Brain to decide. Contrast is a safe decision engine. It allows the ‘Reptilian Brain’ to make quick and safe decisions. Without contrast, the ‘Reptilian Brain’ enters a state of confusion, which ultimately results in delaying decision.

3. Tangible

Numbers work for the New Brain, but the ‘Reptilian Brain’ won’t decide based on numbers alone! The ‘Reptilian Brain’ is constantly scanning for what is familiar and friendly, what can be recognized quickly, what is tangible and immutable. The ‘Reptilian Brain’ cannot process concepts like “flexible solution”, “integrated approach”, or “scalable architecture” without effort and doubt.

4. Beginning & End

The ‘Reptilian 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 an imperative. Keep in mind that anything you say in the middle of your delivery will be mostly overlooked.

5. Visual

The ‘Reptilian Brain’ is visual. Neuroscience demonstrates that when you see something that looks like a snake, your ‘Reptilian 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 ‘Reptilian Brain’ first which can lead to very fast and effective connection to the true decision-maker.

6. Emotion

The ‘Reptilian Brain’ is strongly triggered by emotions. Neuroscience has clearly demonstrated that ‘emotional cocktails’ create chemical reactions that directly impact the way we memorize and act.

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