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What’s In It For Me

BrainIf you want to persuade, stimulate, sell, motivate, convince or rouse others to action, think different, think like a reptile!

Neocortex – Rational brain, intellectual tasks
Limbic System – emotions; Reptilian/Primitive Brain – self-preservation, aggression

I I was reading the Dutch translation of Psychology: core concepts by Zimbardo, Weber and Johnson, and according to them as leading neuroscientists, as much as 95% of our decisions are controlled by our subconscious mind. In particular, the inner and most primitive part of our three part brain, the reptilian brain actually manages much of how humans behave. This brain is interested in only "YOU" and only in "YOUR" survival. It doesn't think, nor is it interested in objectivity. It acts viscerally responding by fight or flight; is ruled by hunger and fear; and is solely interested in the "What's in it for me?!"

Be aware, that despite that it is uncomplicated, the reptilian brain has the power to overrule input from the more advanced sentiment and thinking parts of the brain and take priority over how you might act and react. According to brain scans, the reptilian brain takes decisions in about 2-3 milliseconds, much faster than the 500 milliseconds that our rationale brain requires.

So if you want your customer, sponsor, audience, listeners to act and act quickly on your call to action, offer them the strongest appeal to their self-interest, not yours. You must be interested in what's in it for them, rather than that you try to be interesting. If there are multiple decision-makers or Power Sponsors in your audiences, you'll need to be prepared to address all of their individual and dissimilar self-interests. This means not just intellectually, but emotionally, as well. People decide emotionally before they take logical decisions. Do your homework! It's the DNA for success.
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"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change."
Charles Darwin
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