Spellbound and mesmerised, the audience stared mouth agape as David Copperfield entered a coffin like box.
His lovely assistant grabbed a couple of mean looking swords. One by one, she pierced them into the box.
I’ve just listened to a podcast by Derek Halpern of Social Triggers blog which presented a fascinating glimpse into the world of neuroscience and its impact on marketing. Interviewing Jonah Lehrer, author of “How We Decide”, the podcast explained that decisions are primarily made when there is an interplay between the stimuli that we receive and their influences on different portions of the brain.
Perhaps the most fundamental point is that emotions play a big impact on decision making. In studies where brain injury patients lose the use of their emotional brain centres (the limbic brain system), these individuals are often unable to make the simplest decision such as deciding where to have lunch and so on.
Courtesy of Inner Altitude
Last night, I decided to catch a much talked about TED talk by Dr Jill Bolte Taylor and boy was I blown away! In the video, the celebrity neuro-anatomist described her experiences when she suffered a stroke on her left brain and painted a beautiful and vivid picture of that somewhat transcendental encounter. From that incident, she was able to isolate the functions of both brains via a first person perspective, showing how the two cerebral hemispheres (connected by a bunch of tissue called the corpus callosum) interact and work with each other.
Here’s the video for your viewing pleasure:
In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response. Consumers and corporate buyers are increasingly spoilt for choice, and selling based on price alone is not sustainable in the long haul.
The solution? Market to one’s old brain according to authors Patrick Renvoise and Christophe Morin (co-founders of SalesBrain) of the book Neuromarketing – Understanding the “Buy Buttons” in Your Customer’s Brain. Describing how the primitive old brain (which dates back 450 million years ago apparently) is the decision making centre of human beings, this highly readable volume suggests tools and techniques to create an impact where it matters most.