To understand the business, increase sales, and to be a successful growth hacker. It is always important to learn about the human brain and it’s working.
In the upcoming 12 weeks with the help of CXL.
I will explain the basics of psychology and persuasion tactics. With simple analogies and metaphors.
Why I do this?
Because I am always fascinated by human relationships and our intelligence. An Intriguing curiosity has always kindled me to learn about us.
CXL’s Minidegree Scholarship on “Digital psychology & Persuasion” is making my dream come true.
I like to sincerely thank CXL
Let us Dive into our Brain,
If you google for the anatomy of the brain, BOOM!
Full of creepy diagrams and psychiatric jargon, Right!
Cool. Let me take over it.
To understand the Anatomy of Brain, Visualize a simple inverted triangle. As in the below diagram.
Yeah! You got it… We have 3 brains
Just Kidding, but the brain does have 3 layers. Each layer has its own functions,
“Fore Brain” -Thinks.
“Mid Brain” -Feels
And finally, the “Hind Brain” -Decides. It reviews input from the other two brains and controls the decision-making process.
Let us get layer by layer,
Fore Brain aka Human Brain
It is the main thinking part of the brain and controls voluntary actions. The Fore Brain processes sensory information. Collected from various sense organs such as ears, eyes, nose, tongue, skin.
It is because of the presence of forebrain, humans are at the highest level in the animal chain.
Fore Brain differentiates us among all other species because we can THINK & ACT.
So, in the Sales process, Fore Brain is the layer which makes Rational Decision. i.e either to choose our product or not.
Good! Now let’s get into the second layer,
Mid Brain aka Mammal Brain
The midbrain connects the forebrain and the hindbrain. It acts as a bridge and transmits signals from hindbrain and forebrain.
The midbrain regulates movement, aids in the processing of auditory and visual information.
Moreover, it takes control of Emotional Decisions.
Let’s take get deeper,
Hind Brain aka Reptilian Brain
Neuroscientists have demonstrated that the Hind Brain handles all our decisions.
This part of the brain is the most ancient and primitive part of the brain. It’s also called Reptilian Brain (because we share it with reptiles and all other vertebrates).
It’s concerned with survival.
To put together, We make Final Decisions using Hind Brain.
Hind Brain evaluates based on,
Rational Decision results from Fore Brain.
Emotional Decision results from Mid Brain to make Final Conclusion.
Neuroscience indicates that the Hind Brain is triggered only by 6 stimuli:
According to Robert Ornstein, a famous neuroscientist, the Hind Brain is the organ of survival and it is only concerned about its own survival.
The Hind Brain is highly selfish.
You need to deliver your message in a way that is acceptable to a highly selfish organ. It’s about your customers. Avoid language that’s about you and make it solely about them and how they can benefit.
In their Homepage, Neil Patel Team has used this trigger beautifully.
The Hind Brain triggers when something changes. Without contrast, it can’t make a decision.
Put a frog in boiling water, and it jumps out (high contrast between the room temperature and the hot water). Put the same frog in lukewarm water and slowly heat up the water: do you know what happens? The frog dies because of the absence of contrast — the water gets gradually warmer.
This is the very reason why before/after works so well. We’re hardwired to spot the differences!
The Hindbrain seeks a clear contrast to make instant decisions and avoid confusion that results in delayed decisions.
A Simple Before and After picture triggers us to try their app.
The Hindbrain prefers and scans for tangible input to avoid the extra time and energy involved in thinking.
This is the reason why test driving offers good conversion rates in automobile showrooms.
Simply put, let Customers Feel.
4. First and Last.
The hindbrain is only triggered by a change of state. When something changes, this can mean a potential danger, and the hindbrain will automatically be more alert at the beginning and at the end of an interaction.
This has huge implications for web design (content presentation) and videos. How your pages, web copy, and videos start and end are hugely important – as that’s the main thing people will remember. For the overall content – if nothing changes, the brain will stop paying attention to it.
The key here is a Novelty. Neuroscientists say novelty promotes information transmission.
This HappyDent Ad commercial is a favorite of most of us. This struck us because of the Novelty.
The optical nerve is 25 times faster than the auditory nerve and it is connected directly in the hindbrain.
In fact, if you see a snake, the hindbrain will take only 2 milliseconds before it orders you to back away. Yet it will take your visual cortex (the part of the brain that processes visual data) 500 milliseconds to recognize it is actually a snake. So you had moved away almost instinctively without yet even knowing what you had seen.
Always use images next to text to communicate your key messages. If you have digital products like software or ebooks – show screenshots.
How many words would you have to use to communicate how to use Square? The photo below does it in an instant.
The hindbrain can only be triggered by emotion. A spreadsheet, even with a fantastic value proposition, will not stimulate the hind Brain. The hindbrain is receiving information from the rest of the brain through a filtering system known as the reticular system. You need emotional stimuli to reach the hindbrain.
Want to get me to care about saving wildlife? Show me a cute tiger puppy that I can feel for:
Finally, these are the layers of the Human Brain, and the Stimulus needed to trigger it.
“People almost invariably arrive at their beliefs not on the basis of proof but on the basis of what they find attractive.”
― Blaise Pascal, De l’art de persuader
These triggers and processes are time tested and work great. Let’s think like humans and sell to humans…
Finally, Actions that hinder the decision-making process:
- Focusing on yourself, company, or product to the exclusion of your target and his or her needs. The hindbrain is selfish, remember?
- Not providing clearly contrasting reasons that support your selling proposition. Contrast is important.
- Being too conceptual and requiring thought. Your messages need to be simple, tangible.
- Communicating unnecessary content and not emphasizing selling points at the beginning and the end. Address the pain, differentiate your claims.
- Relying too heavily on words, both spoken and written. Use visuals.
- Lacking emotion.
Hope you learned from this article. I am always happy to discuss these concepts in deeper and excited to hear from you.
Connect with me or drop a message.
Catch you in the Next Part, Next Weekend…