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Add You - Woo the Buyer's Limbic Mind or All Your Sales Efforts are Wasted
1. If a business or an idea does not exist, create it. Create your own future by being open to change. As one door closes another one opens. I've created two businesses that did not exist since I was laid off in December of 1994.2. Be willing to take risks, however, make them calculated risks by taking the time to develop and write a business plan.3. Place a heavy emphasis on marketing by answering these questions:Who We AreWhat is the purpose of your page?Why are you in business?What We DoWhat are the products or s
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage th
With all due respect to all those stereotypical males out there who hate to ask for directions, the fact is that even if the territory is somewhat familiar, if you don’t have a roadmap and follow its directions, you’re going to get hopelessly lost.So it goes with your PR program. If you truly intend to have a proactive media relations program, rather than one that just reacts to news developments, a plan is essential to ensure you stay on track with not just with tactical details, but with your organization’s overriding business goals and objectives.
The limbic system is instinctive--older than language, faster than thinking. It controls trust. It controls attention and desire. And logic must stand aside until the limbic part of the brain decides something is trustworthy. In primitive times it was constantly alert for danger. Detecting threats spelled the difference between life and death. That function is still important today (although the risks are different).
So here's how the buyer's pattern works.
Step One - Court the limbic system
Provide reasons for the limbic mind to be interested in you. Let it get to know and like your personality, the unique flavor of the business. Once it decides it's interested (or not), it hands the matter off to logic, which waits to be called up.
Step Two - The logical mind evaluates the arguments and facts
It considers the pros and cons and arrives at its best choice.
Step Three - The mind then defers the final decision back to the limbic mind
It says Yes or No. The final decision isn't logical, and rational thinking plays a secondary role. Although it's willing to let you think it runs the show, that's not true.
Step Four - Action
The sale--if you've done it right; or a missed opportunity
Step 2 is supposed to come "after" Step 1. But sales people usually want it first. It doesn't work that way. Most Web sites and business ads start directly with logic, unaware of the vital importance of the limbic system. But getting the buyer to purchase without its blessing is a long shot.
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage the
There is no shortage of pop-psych books and motivational speakers who'll tell you a thousand-and-one ways to light a fire in Sam's belly. But what do you do when the fire goes out and none of those thousand-and-one ways seem to work any more? What do we really know about motivation?Does anything work? Given the constant barrage of pep talks and posters, slogans and free advice on the topic of motivation, there should certainly be at least a couple of core principles that predictably work every time. Aren't there? Or are we stuck with the
So here's how the buyer's pattern works.
Step One - Court the limbic system
Provide reasons for the limbic mind to be interested in you. Let it get to know and like your personality, the unique flavor of the business. Once it decides it's interested (or not), it hands the matter off to logic, which waits to be called up.
Step Two - The logical mind evaluates the arguments and facts
It considers the pros and cons and arrives at its best choice.
Step Three - The mind then defers the final decision back to the limbic mind
It says Yes or No. The final decision isn't logical, and rational thinking plays a secondary role. Although it's willing to let you think it runs the show, that's not true.
Step Four - Action
The sale--if you've done it right; or a missed opportunity
Step 2 is supposed to come "after" Step 1. But sales people usually want it first. It doesn't work that way. Most Web sites and business ads start directly with logic, unaware of the vital importance of the limbic system. But getting the buyer to purchase without its blessing is a long shot.
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage th
We see and read fallacies in logic every day. I am sure that there is a chance that even in this august newspaper there has been the odd fallacy in logic which escaped the eagle eyes of the editors. In this very column, I am sure that at times I have made an error in logic even though I pride myself in being logical.Fallacies in logic in a journal or newspaper or a conversation between people creates frustration and perhaps heated discussion. Fallacies in logic in business create a bad business.A simple fallacy that occurs when market research is poo
Provide reasons for the limbic mind to be interested in you. Let it get to know and like your personality, the unique flavor of the business. Once it decides it's interested (or not), it hands the matter off to logic, which waits to be called up.
Step Two - The logical mind evaluates the arguments and facts
It considers the pros and cons and arrives at its best choice.
Step Three - The mind then defers the final decision back to the limbic mind
It says Yes or No. The final decision isn't logical, and rational thinking plays a secondary role. Although it's willing to let you think it runs the show, that's not true.
Step Four - Action
The sale--if you've done it right; or a missed opportunity
Step 2 is supposed to come "after" Step 1. But sales people usually want it first. It doesn't work that way. Most Web sites and business ads start directly with logic, unaware of the vital importance of the limbic system. But getting the buyer to purchase without its blessing is a long shot.
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage th
It's "Why do people fail to even consider them?"One of the major problems with advertising is that there are far too many Chiefs and no Indians at all! And all have a different opinion as to why advertising is under severe questioning.Here are just two examples of ChiefSpeak:"TV under pressure", says Accountant turned Adman, Sir Martin Sorrell. However he goes on to say, "Television is under pressure at the moment from the Internet…but predictions of a depression have gone too far. Television advertising is not going to disappear. It stil
Step Three - The mind then defers the final decision back to the limbic mind
It says Yes or No. The final decision isn't logical, and rational thinking plays a secondary role. Although it's willing to let you think it runs the show, that's not true.
Step Four - Action
The sale--if you've done it right; or a missed opportunity
Step 2 is supposed to come "after" Step 1. But sales people usually want it first. It doesn't work that way. Most Web sites and business ads start directly with logic, unaware of the vital importance of the limbic system. But getting the buyer to purchase without its blessing is a long shot.
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage th
Success in today’s business world is predicated less on the systems within an organization and more on the people in the organization dedicated to making it happen. Once upon a time, not so long ago, organizations could carry the middling performer as long as the superstars were performing at high levels. With downsizing and globalization, every person must carry his weight and deliver consistently and with BIG success. For some employees, the talent is there and they can simply dig in a bit and reach that level. For others not so fortunate to possess that level o
Successful businesses make more money because they speak to the deeper (emotional or instinctive) concerns of their specific market. They engage their buyer's limbic mind in a unique and noteworthy way--a way that matters to them. The value of that company's products and services (which are seldom unique to them) are secondary to making that strong limbic connection. The ability to do so doesn't depend on their size, bankroll, or how long they've been around--but on understanding what their customers really wants.
The Mating Call
You need to send a "mating call" of attraction. By knowing your buyer's desires, you understand they're looking not just for products or services, but the good feeling that they expect to go with them. Your ability to deliver that feeling (in a variety of ways) is evidence of your enhanced value to them. They buy because they want that intangible "something" that makes you stand out from the rest.
A buyer's limbic system decides in an instant--and doesn't change its mind. That part of the mind constantly scans for either of two things--what it likes (attraction) and, equally important, what it dislikes or fears. Anything else hardly rates a notice (indifference)--and that includes most information. It has already decided from the context even before the words are heard or read.
But don't assume the limbic mind is only alert to face to face exchanges. Printed materials, ads, Websites, packaging, facilities and every other component of your operation all must face its scrutiny. It can spot the inconsistent signals you don't even know you're sending. But you can make your business limbic-friendly with no more expense or effort than you already spend. To discover how to eliminate limbic- jarring signals, visit my s
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