Hijacking the wiring inside your customer’s minds
If you haven’t noticed yet, people, in general, are a “mixed bag.”
As much as we’d like to think that we are logical and rational and thoughtful and whatever else, really, there’s more to us than that.
You see, we have the prefrontal cortex, that’s at the front of our brains, that is responsible for logic and creativity etc.
Yet that thang, that’s responsible for all our advancements in civilization and our gains in science is strapped onto the old mammal brain.
That’s what Gene Schwartz called the “chimpanzee brain.”
When we sell something, we aren’t speaking to the prefrontal cortex, we are speaking to the chimpanzee brain.
People do not buy for rational reasons. That concept blew me away when I first heard about it, but it is true. People don’t buy for rational reasons, they buy from emotional reasons and then use logic to back up their decision.
Cars demonstrate this idea perfectly. My little Toyota Corolla will do just as much “transporting” as a Mercedes or a Cadillac, but when people want to make a statement, they don’t buy a corolla.
The expensive brands are brought for emotional reasons. For one guy it may be to show that he’s “made it,” for someone else, it is to prove to his father that he could do well in real estate etc, while another guy gets a flash car because he wants to draw the attention of the young attractive woman in his town.
Of course, logic is used to back up these buying decisions, but the root of it is emotional.
You see, with copywriting, we have to get “down and dirty” with the primal roots of our customers.
We can’t hope to sell anything by listing off statistics or by making a rational argument alone.
No, we have to go deep. We have to make it personal.
When we start to “speak the customer’s language” and talk of their desires, of what they really want, and show them how to get it, (buy our product,) then that’s when we get the massive paydays.
A lot of logical left-brain folks can’t seem to grasp the bigger picture when it comes to this. They are befuddled when someone does something stupid because, ‘it doesn’t make any sense.’
Yeah, not rational sense, but emotional sense.
That’s the sense we need to understand if we are to be exceptional at selling.
But that ends today’s lesson.
P.S — If you have some copy that you’d like to convert better, then check out my free pdf called “Making the Skeleton Dance.” It is a short chapter from an upcoming book that is all about how to turn the faults and flaws of your product into profitable selling assets. You can get it here.
Originally published at braedenphillips.com on November 9, 2018.