Fact: you don’t need to be a brain surgeon to manipulate someone’s brain. You just need to know what language speaks to the part of the brain that controls emotion. Once you learn this half the “sales battle” is already won.
The part of the brain in question is called the ‘Reptilian Brain’ and it’s the oldest and most critical part of our grey matter. This section of our brain works quickly and simply. If the decision process making becomes too convoluted the Reptilian Brain takes over.
So how do we get a one way ticket to this part of the brain? With clever copy that directly addresses our target market’s pain points. As a copywriter, I need to distil the message down to its most basic form and then relate that to how it will benefit the caller.
Let’s take the two messages below for example. The first one focuses on the company, the second on the caller.
FV: Thank you for holding. We are open from 7am until 10.30pm every day of the week and stock a huge range of nappies, formulas, baby garments, pacifiers and more. Think of us as your one stop baby shop.
Not that compelling, right? Now let’s try it by speaking directly with the Reptilian Brain.
SFX intro: Crickets chirping. Baby Starts Crying. Crickets stop but baby keeps crying in the background
FV: (Tired) Honey, wake up. We’re out of nappies – could you nip down to the pharmacist? Oh and pick up some formula too.
MV: (Annoyed) What? At this hour?
FV: It’s okay – they’re open until 10.30 at night! (end SFX)
FV2: (Voice Over) Acme Pharmacist – open 7am to 10.30pm for life’s little emergencies.
SFX outro: Baby cooing
Rather than telling the caller about the hours and range, the second message demonstrates it. It focuses on the benefit of being available late at night and provides evidence of their solution to the caller’s problem. Instead of listing items, it creates a scenario that highlights the core concept of baby products available late at night. Most importantly, it recognises that familiar feeling all parents get when a baby won’t go to sleep. Put simply, it tugs on a parent’s emotional strings.
The key point to remember when writing for the Reptilian Brain is to focus on why the subject is important to the listener and how it will benefit them. If you’d like to learn more about appealing to your caller’s “Reptilian Brain”, check out this great article by Action Words on Neuromarketing that offers 6 simple rules for selling.