Archive for January, 2013


Show Them Clear Proof

Show your audience clear proof of the advantages they’ll get from working with you compared to your competitors. The old brain likes to make easy decisions! Remember I told you how it tries to conserve brain resources by making decisions by itself whenever possible.  It avoids getting the new brain involved because the new brain processes input […]

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Speaking to the Old Brain Decision-Maker

Generally, the goal of your marketing message is to get your audience to take some action. Your audience’s old brain makes the final decision about whether or not to take the action you want them to take. The language you use, in your presentations and other marketing materials, can help to make that decision easier […]

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Variety, Emotion, and State Changes

The last thing you want to do is be boring.  Everyone knows that.  But sometimes a speaker, presenter, or marketer has a different idea than their audience has about what’s boring! Let’s start with emotion.  It’s pretty easy to see why emotional communication is important to the subconscious. The subconscious brain is made up of […]

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The Subconscious Thinks in Pictures

To speak directly to the subconscious, be sure to include plenty of non-verbal and visual communication. This is critical!  As I’ve stressed before, the subconscious parts of the brain don’t really understand words very well.  Instead, they receive communication mainly through images and emotions.  As I mentioned in a previous post, vision is the primary […]

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