The document summarizes Paul MacLean's Three Brain Theory, which proposes that the human brain is composed of three evolutionarily distinct structures - the reptilian brain, limbic brain, and cortex brain. It then discusses how facial expressions, body language, eye contact, and facial symmetry influence communication and perception of traits like trustworthiness. Marketing approaches that target both the conscious and subconscious minds are suggested.

1. Marketing to Apes Gavin Johnston August, 20th, 2009 Copyright © 2008 Two West, Inc.

7. Why do we crave what’s bad for us?

13. I’m marketing to serious business people

14. When the subconscious takes over decisions. If there are too many choices.

15. When the subconscious takes over decisions. If products have few difference.

16. When the subconscious takes over decisions. If decision makers are under stress.

17. When the subconscious takes over decisions. If competitors match innovations quickly.

18. Ideal Approach Attack the conscious and subconscious

19. Body language Palms up suggests a vulnerable or non-aggressive pose

20. Body language Palms down convey a more domineering and assertive-like in tone

21. Amazement/Excitement

22. Confusion

23. Perplexed

24. Annoyed/Domination

25. Contemplation

26. Aggression

28. True Smile

29. Fake Smile

31. University of Cambridge Visual Cue Study

32. Test Your Skills

33. A B Trustworthy?

34. C D Reliable?

35. G H Positive?

36. O P Reliable?

37. What’s the Real Test?

39. The Quest for Dominance

40. Group A: Turn and face the back of the room.

41. Group B: When you shake hands with your partner, twist your hand so that it is on top of you partner’s hand instead of being parallel to their hand. NO YES

42. What if you only market to the rational brain?

44. Questions?