Would you like to significantly improve the effectiveness of your marketing communications? Of course, you would... We all would.
If you were to read Neuromarketing by Patrick Renvoisé and Christophe Morin, you would better understand how to get prospects to respond to your marketing efforts.
This article is the first of two intended to summarize some key arguments of—and encourage you to read—their book to better understand the how and why of effective marketing communication. That's because it can help you better understand how the brain functions—what it responds to and understands.
Neuromarketing also substantiates the business process for positioning that I've been advocating for more than 20 years: Use simple language, make a unique claim that solves a real business problem, and repeat your position over and over to claim it.
The Three Parts of the Brain and Their Functions
The brain has three distinct parts, according to Renvoisé and Morin, and the best way to improve the effectiveness of your message is to direct your communication to the decision-maker area: the so-called old brain, or what the authors name the reptilian brain. It makes decisions by considering input from both the "new brain" and the "middle brain."
- The new brain thinks: It processes rational data.
- The middle brain feels: It processes emotions and gut feelings.
- The reptilian brain is much less developed than the other two parts of the brain, yet it makes the decisions: Though it takes into account input from the other two areas of the brain, the reptilian brain pulls the actual trigger for decisions.
In the book How the Brain Works, brain researcher Leslie A. Hart writes, "Much evidence now indicates that the reptilian brain is the main switch in determining what sensory input will go to the new brain, and what decisions will be accepted."
More recently, in Thinking, Fast and Slow, Daniel Kahneman, a Nobel Prize winner and psychology professor, brilliantly demonstrated that we have two primary systems in the brain. System 2 (the slow brain) is the so-called smart brain, and System 1 (the reptilian brain) is the fast but primitive brain. After 30 years of research, Kahneman concluded: "System 1 still rules."