The most primitive part of our human brain is referred to as the “Primal 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 Primal Brain and it consists of the following 6 stimuli.

1. Personal

The ‘Primal Brain’ is a very self-centered entity and general considerations about others do not reach it. Think of the ‘Primal 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. Contrastable

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

3. Tangible

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

4. Memorable

The ‘Primal Brain’ forgets most of the information it needs to process. 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 ‘Primal Brain’ is visual. Neuroscience demonstrates that when you see something that looks like a snake, your ‘Primal Brain’ warns you instantly of danger so that you react even before the Rational Brain physically recognizes it’s a snake. This s because visual processing enters the ‘Primal Brain’ first which can lead to very fast and effective connection to the true decision-maker.

6. Emotional

The ‘Primal 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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