Archive for the Decision-making Category


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 […]

Read More...

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 […]

Read More...

Keeping the Old Brain Interested

The top priority for the old brain is survival.  It focuses on: Keeping us safe Avoiding pain and danger Finding food and water Mating opportunities For the purposes of this discussion, we’ll stick to talking about the first 2 goals on that list. In the process of continually scanning out environment to keep us safe, […]

Read More...

Cross Communication Among the 3 Brains

While the 3 different brain parts are independent of each other, they also pass information back and forth and try to cooperate with and support each other.Today we will examine the interrelationships and cross-communication more closely. As I mentioned in a previous post, the old brain processes all incoming sensory data.  Much of this sensory […]

Read More...