NEURO MARKETING

3 BRAINS- 1 DECISION
MAKER
THE NEW BRAIN PROCESSES DATA
& RATIONAL THINKING
THE MIDDLE BRAIN PROCESSES
EMOTIONS & GUT FEELINGS
THE OLD BRAIN PROCESSES
DECISION MAKING

THE OLD BRAIN RESPONDS TO ONLY

6 STIMULI
SELF CENTERED RESPONSIVE TO ME
CONTRAST SENSITIVE ,ALLOWS OLD BRAIN TO
MAKE QUICK DECISIONS
TANGIBLE INPUT-DOESNOT PROCESS WRITTEN
LANGUAGE,SHOULD BE VERY SIMPLE
THE BEGINNING AND THE END PRESENT IT
GOOD IN THE START AND IN THE END
VISUAL STIMULI ANYTHING VISUAL IS STRONG
EMOTIONS CUSTOMER HAS TO EASILY
REMEMBER YOUR EMOTIONAL MESSAGE

4 STEPS OF SUCCESS TO TAP INTO

OLD BRAIN
DIAGNOSE THE PAIN TO CRAFT A MESSAGE
THAT CONCRETELY SHOWS HOW YOU CAN
ELIMINATE IT
DIFFERENCIATE YOUR CLAIMS BY SHOWING
THE CONTRAST BETWEEN YOU AND YOUR
COMPETITORS
DEMONSTRATE YOUR GAIN THAT YOUR
SOLUTION PROVIDES TO YOUR PROSPECT
DELIVER TO YOUR OLD BRAIN IN A WAY
THAT HAS MAXIMUM IMPACT

DIAGNOSE THE PAIN Q???

WHAT IS THE SOURCE OF THE PAIN ?
1. FINANCIAL
2. STRATEGIC
3. PERSONAL
. WHAT IS THE INTENSITY OF THAT PAIN ?
. HOW URGENT IS THE NEED TO ALLEVIATE
THE PAIN ?
. DOES MY PROSPECT ACKNOWLEDGE THE
PAIN ?

PAIN FACTOR
SOURCE

INTENSITY

TIMING

AWARENESS

Mainly financial

High

Immediate

High

Loss of money

Prospect is
allocating
multiple
resources to
eliminate the
PAIN

Prospects life
or business will
endure instant
deterioration if
no action is
taken

Prospect is
highly
conscious and
actively seeking
a solution.

DIAGNOSING DIALOGUE TECHNIQUE TO EXPLORE

PROSPECTS PAIN & ASSESS ACCURATELY

SUSPEND JUDGEMENT Hold your opinion

back
LISTEN DEEPLY allow your prospects to
talk
CHALLENGE ASSUMPTIONS Assumptions
are dirty glasses ( your perception )
INQUIRE AND REFLECT Inquiry brings in
new information & Reflect on what your
prospect pain points.

DIFFERENTIATE YOUR
CLAIMS
Always sell something that is perceived to
be totally unique.
Claim that you are the only one who does or
has something specific
Treat your solution as an invention, and
build your message firmly on your claims
Claims that eliminate the strongest principal
pain of your prospects will best motivate
them to buy from you

DEMONSTRATE THE GAIN Value

proposition
Dont just talk about your gain ; just
prove it !
The value must outweigh the costs
4 WAYS TO PROVE THE GAIN
1.A Customer Story : 80-100% Proof
2.A Demo : 60-100% Proof
3.Data : 20-60 % Proof
4.A Vision : 10-40 % Proof

DELIVERING TO THE OLD

BRAIN
The 6 Message Building Blocks :
1.Grabber
2.Big picture
3.Claims
4.Proofs of gains
5.Handling Objections
6.The Close

The 7 Impact Boosters

7.Wording with you
8.Your Credibility
9.Emotions
10.
Contrast
11.
Varying learning styles
12.
Stories
13.
Less is more

#1 GRABBERS
Crucial to speak to your prospects old brain at the beginning
and the end of the presentation.
Types of Grabbers
1. Mini-Dramas To generate strong emotions
2. Wordplay To force the audience to think about the
benefits of your solution in a creative, sometimes fun, way
3. Rhetorical Question To convey important numbers or info
without putting your audience to sleep
4. Prop To make sure they will remember your
point..forever
5. Story To influence your audience without appearing
pushy or even showing that you are selling.

#2 BIG PICTURE
Show contrast pictures Before &
After, Pain & Solution

# 3 CLAIMS
Use maximum 3 claims
Keep them short & easy to remember
Organize all your points under these
3 claims
Repeat them often throughout the
message