3. Neuromarketing
• The idea is to appeal to the reptilian brain- to
use a prospect’s instincts to drive rational and
emotional decisions
– Our consciousness is constantly playing catch-up
to our subconsciousness
7. Diagnose the Pain
• Self-centered is the most important stimulus
here
– Prospects don’t care about what you can offer,
they only care about how it affects THEM
• Light a fire under their chair, then present
them with the extinguisher
– Re-ignite the pain!
8. Action Item:
Come up with some possible pains
prospects may be experiencing and
script 2 or 3 open questions to best
diagnose them.
9. Differentiate Your Claim
• Contrast is the most important stimulus here
– How do you stand out?
• Neutral claims don’t carry any importance
• Demonstrate that you are “the” solution, not one of
many
• “TOP” claims:
– Therapeutic
– Original
– Provable
10. Action Item:
List the top reasons clients buy from us
(from THEIR perspective), attempting to
address them as “TOP” claims.
11. Demonstrate the Gain
• Tangible is the most important stimulus here
– Tangible items are processed by our brains
INSTANTLY (subconsciously first)
• Props make a presentation instantly more tangible
• Help identify a uniqueness words can’t convey
• If not face to face, expand understanding through visual
metaphors
12. Demonstrate the Gain
• Prove your value through the three sources of
gain:
– Financial
• Tangible, more money gained
– Strategic
• Degree to which risk/uncertainty is reduced
– Personal
• Degree to which people are affected in
emotional/psychological balance
13. Action Item:
List the financial, strategic, and
personal benefits for each of your
claims.
14. DELIVER!!!
• Three different stimuli will help you deliver to
the reptilian brain
– Beginning & End
• Attention is at its highest during the beginning and end
of a presentation
– Visual
• Similar benefits to the tangible stimulus
– Emotion
• Emotions derive from chemicals in the brain that
produce motion and trigger decisions
15. DELIVER!!!
• There are 6 message blocks to deliver to the
reptilian brain
• Think of breaking an hour long meeting into 6
segments of 10 minutes each
• General recommendation to retain attention
in sales is 10-12 minutes
• Since attention is at its highest at the
beginning and the end, those will be the most
important pieces
16. 6 Message Blocks to Deliver to the
Reptilian Brain
• Grabber
– Capture the attention of your audience early so they
will want to hear more
– Use a mini drama, word play, rhetorical questions, a
prop or a story
• Claims: 1,2,3
– A mnemonic spelling of the 3 (or fewer) unique or
compelling reasons for your prospect to buy from you
– By repeating them, your claims will become
memorable takeaways
17. 6 Message Blocks to Deliver to the
Reptilian Brain
• Big Picture
– Present a simple, graphical representation that
illustrates how your solution will positively impact
your prospect’s world
• Proofs of Gain
– For each claim, give proofs like customer success
stories
– The gain should be financial, strategic, and/or
personal
18. 6 Message Blocks to Deliver to the
Reptilian Brain
• Handling Objections
– Reframe the objections by addressing the Reptilian
Brain
– The simple use of logic will NOT diffuse an objection
• Close
– Repeat your claims one more time
– Ask “what do you think?” and “where do we go from
here?”
– Let your prospect comment and commit freely
19. 7 Message Boosters to Increase the
Impact of Each Message Block
• Use “you”
– Using the word “you” makes your prospects take
ownership of your solution
• Show contrast
– Create a sharp difference between the pain your
prospects experience before your solution and the
relief of that pain with your solution
• Vary learning styles
– Most messages are only auditory. Use the two other
learning styles, visual and kinesthetic, to keep your
audience engaged
20. 7 Message Boosters to Increase the
Impact of Each Message Block
• Be credible
– Your passion, energy, and conviction can be
sensed by the Reptilian Brain of your audience
• Trigger emotion
– Prospects forget how painful their problems really
are
– Reenact their pain and make it personal
21. 7 Message Boosters to Increase the
Impact of Each Message Block
• Tell stories
– Because the Reptilian Brain cannot differentiate
between reality and a story well told, stories are soft
but highly effective influencers
• Aim for less
– Make every second, every object, every word of
your message count!
– The Reptilian Brain welcomes simplicity
– Make things easy for your prospects without
dumbing down the message
