The primal brain—our most ancient and instinct-driven part of the brain—plays a crucial role in decision-making. Marketers can leverage this by crafting messages that speak directly to this part of the brain, triggering impulsive actions and driving consumer behavior. But how exactly do you sell to the primal brain? Here are the six key messages you need to send to influence it effectively.
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1. Capture Attention
The primal brain is constantly scanning the environment for threats, rewards, or anything that stands out. This makes attention-grabbing content crucial. Bold visuals, strong contrasts, and unexpected elements can help capture the primal brain’s attention within seconds.
Example: Red Bull uses high-energy visuals in their extreme sports sponsorships, such as cliff diving and Formula 1, which instantly grab attention by tapping into excitement and survival cues.
Application Tip: Use bold headlines, contrasting colors, or visuals that stand out. Keep the message short and impactful—something that immediately grabs the viewer’s attention.
2. Provide an Overview
Once attention is captured, the primal brain seeks a quick understanding of the situation. It needs to see the big picture and how it all fits together. Simplify complex information into digestible, clear messaging.
Example: Apple excels at simplifying their technology. During product launches, they provide concise overviews of how their new devices, like the iPhone, fit seamlessly into daily life.
Application Tip: Create a clear and concise overview of your product or service. Use simple language and visuals that illustrate how your offer works in a straightforward way.
3. Present Your Claims (or Difference)
Next, you need to highlight what makes your product or service stand out. What’s unique about your offering? The primal brain is drawn to differences because they help it make quick decisions.
Example: Dyson emphasizes their superior engineering, such as their vacuum cleaners’ “no suction loss” technology, which clearly sets them apart from the competition.
Application Tip: Emphasize your unique selling proposition (USP). Whether it’s faster, better, or more affordable, make sure your audience knows why you’re different.
4. Show Proof of Your Value
The primal brain is skeptical—it needs to see evidence before trusting your claims. That’s why proving your value with data, testimonials, or concrete results is crucial.
Example: Crest often uses “before-and-after” comparisons in their ads to prove the effectiveness of their whitening toothpaste, appealing to the primal brain’s need for tangible proof.
Application Tip: Use customer reviews, case studies, or statistics to back up your claims. Visual proof, like before-and-after images, works particularly well in reassuring the primal brain.
5. Eliminate Objections
Before making a decision, the primal brain instinctively looks for potential risks or problems. Address common objections and concerns directly to ease this resistance.
Example: Zappos eliminates purchase hesitations with a 365-day free return policy, directly addressing consumer fears of buying shoes online without trying them on.
Application Tip: Include an FAQ or common objections section that addresses consumer doubts. This will help reduce hesitancy and provide reassurance.
6. Lock In the Decision
Finally, once the primal brain feels safe and convinced, it’s time to lock in the decision. This is where you trigger action through a clear and strong call to action.
Example: Amazon uses urgency through features like “Today’s Deals” and limited-time offers to create a sense of scarcity, pushing consumers to act quickly.
Application Tip: Use a simple, direct call to action, such as “Buy Now,” “Get Started,” or “Sign Up Today.” Ensure there’s a sense of urgency or exclusivity to push the decision.
Conclusion: Selling to the Primal Brain
By crafting your messages to align with the primal brain’s instinctive responses, you can significantly influence consumer behavior. From capturing attention to locking in the decision, each of these six steps speaks directly to the part of the brain that drives impulse and action. The primal brain is fast, emotional, and always on the lookout for survival, so appeal to it with clarity, proof, and urgency.