Can I eat it? Is it trying to eat me? Can I have sex with it?
Those are the impulses that were hardwired into the caveman brain, and for good reason; our early ancestors were running around all day trying to find enough food while dodging dinosaurs who wanted to make them into a quick snack, all the while tasked with procreating to ensure the survival of the species.
About 50,000 years have gone by since the end of the paleolithic era, but we haven’t changed as much as you may think. In fact, the modern man or woman’s brain has only evolved 10% in the last fifty millennia!
We’re still wired to fight-or-flight, avoid danger, seek out security, and follow our more base instincts.
So, what does all of this have to do with marketing?
A whole lot, as we also make the majority of our decisions as consumers based on those same primitive brain impulses. In fact, you’ll be shocked to learn how little logic, reason, and information play into any sales process or decision to buy.
By understanding and tapping into these neurologically hardwired impulses, you'll be amazed at how your marketing, sales, and even income flourish. Seriously, the "caveman brain" hacks are so effective, you'll be shocked.
In this on-going series, I’ll explore how you can construct your marketing and sales to tailor to the “caveman brain,” starting with these 10 notes, today:
1. We all have one: our "primitive brain," also called the "reptilian brain" or, to be more scientific, the amygdala. No matter what we'd like to call it, this center controls most of our emotions, including our impulses and gut reactions.
2. It also works so lightning fast (faster!) that we often don’t realize we’re taking in information or processing it at all, our thoughts, feelings, and impulses coming to us on a subconscious level.
Before we ever have a chance to consciously process something we see or hear, we already form a gut reaction within 3 seconds (or far less).
3. More and more, marketing has to do with appealing to this primitive brain, as the modern human is barraged by messages and stimuli all day and night. In fact, the average person is subject to over 34 GB (gigabytes) of new information every single day! No wonder why our filtering systems have to be so sharply acute.
4. Our emotions – not our brains – are actually the first to receive and interpret stimuli from the outside world. It’s not that we don’t reason and factor in information, but our first – and strongest – filter is emotion.
5. Those emotional filters process stimuli and information five times faster than our rational minds! Not only are our emotional receptors super-charged compared to our conscious thoughts, but they make a profoundly stronger and longer-lasting impression.
6. That’s why so many “business” decisions and sales really come down to likability, first impressions, a sense of connection, and even appearances.
7. Studies show that gut reaction will make up 79% of the consumer's behavior, no matter what information, benefits, or experiences you present them afterward.
8. Incredibly, 90% of the stimuli our brains take in and process is visual. (Stop putting endless fields of text in your ads, images, and website!)
9. Even certain colors act as subconscious triggers for the brain. For instance, blue expresses credibility and authority while yellow incites anxiety. Green encourages action while red signals danger or makes us freeze.
Notice how every fast food brand as orange in their logo? Orange makes us hungry!
10. We still aim to maximize comfort and security while running away from risk. In fact, avoiding risk is even more powerful than the hope for comfort and pleasure.
So, any marketing or sales should feature plenty of benefits but don’t forget about stressing the risk of what could happen if they don’t buy/act now/click, etc.
The fear of loss is a much stronger pull than the possibility of gain!
Stay tuned for more strategies about marketing to the caveman brain, and don't forget to subscribe for my weekly marketing tips.