Deliver to the Reptilian BRAIN

No Contact, No Impact.

Being unique by Diffentiating your Claims and proving your value by Demonstrating the Gain are vital steps in impacting your audience. But alone, they are not enough. The most solid and logical message, though it may be of interest to your prospect, will still not trigger a buying decision unless the ‘Reptilian Brain’ understands. Delivering your message with maximum impact to influence the real decision maker, the Reptilian Brain, truly gives you the edge.

The ‘Reptilian Brain’ is 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.

The ‘Reptilian Brain’ Seeks 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.

The ‘Reptilian Brain’ is 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 efforts and doubts.

The ‘Reptilian Brain’ Remembers Beginning and 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.

The ‘Reptilian Brain’ is 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.

The ‘Reptilian Brain’ Responds to Emotion

The ‘Reptilian 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 ‘Reptilian Brain’.