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Using Neuroscience To Influence People
This document discusses strategies for pitching ideas to the human brain based on its cognitive biases. It begins by outlining the three main parts of the human brain: the neocortex for logic/abstract thought, limbic system for emotions/empathy, and reptilian complex for survival/reproduction. It then notes that humans make rational decisions irrationally based on seven biases: avoiding pain/death, being self-absorbed, seeking the familiar, preferring concrete examples over abstract concepts, thinking in black-and-white terms, relying on relativity to make judgments, and relying heavily on visual processing. The document provides specific strategies to address each of these biases when presenting new ideas or concepts to appeal to the human brain.
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Using Neuroscience To Influence People
- 1. Pitching Past the Gatekeepersof the Human Brain Live Tweet Hashtag: #GatorBrain Twitter Handle: @glehel
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- 3. Humans Appear 1 Milebefore landing The Last Mile of 2,300 Mile Flight From LA to DC
- 4. Neocortex Human Brain Logic/Abstract Thought LimbicSystem Mammalian Emotions/Empathy/Parental Reptilian Complex Survival/Reproduction
- 5. Humans Make RationalDecisions Irrationally
- 8. 1. Avoid Pain/Death 2.Self Absorbed 3. Seeks Familiar 4. Concrete vs Abstract 5. Black & White 6. Relativity 7. Visual 8. Brain Fatigue
- 11. Pain & DeathStrategy ⢠Without Pain There Is No Change ⢠Sell to Pain ⢠Frame Benefits as Loss Statements & Not Gain
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- 14. Self Absorbed Strategy â˘Talk Directly To Each Human In The Audience ⢠Hurt/Rescue ⢠âImagine You Areâ
- 15. If Youâre CurrentlyAlive & Youâve Seen It Before There Is A High Probability It Didnât Kill You
- 17. Seeks Familiar Strategy â˘If Itâs Revolutionary â Analogize ⢠References ⢠Social Proof ⢠Safety In Crowds
- 18. Former Chief MarketingOfficer USSR Joseph Stalin âWhen one dies, it is a tragedy. When a million die, it is a statistic.â
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- 24. Sales Methodologies CompetitiveChart Factor PSS Spin Nueroselling Agreeable ď ď ď Reliable ď ď ď Effective ď ď ď Efficient ď ď ď Expedient ď ď ď
- 25. Black & White Strategy â˘Pile On! â Reference Stories â Product Comparison â The Kitchen Sink
- 26. The Mind IsA Relative Engine
- 27. Julie was anadequate student. She spent more time during schools volunteering & championing social issues than on her studies. What does she do now? 1. Dental Hygienist 2. Bank Teller 3. Librarian 4. Dental Hygienist with 3 Kids 5. Bank Teller who Volunteers for the ACLU 6. Librarian & Avid Cyclist
- 28. Relativity ⢠30,000 cardelivered ⢠29,500 drive 200 miles ⢠$500 Choice A: Car Delivered To Your Home $50,000 Choice B: Drive 1 Hour To Buy A Car $49,500
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- 34. Brain Energy Use TheMost Energy Hungry Human Organ The Brain Uses 20% Of Our Resources
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- 37. Brain Fatigue Strategy â˘Give Your Most Important Point 1st & 2nd Most Important Last ⢠Break Your Presentation Up Into Little Mini Presentations ⢠Use Pattern Interrupts ⢠Meal Time Scheduling
- 39. Lessons 1. Avoid Pain/Death 2.Self Absorbed 3. Seeks Familiar 4. Concrete vs Abstract 5. Black & White 6. Relativity 7. Visual 8. Brain Fatigue