305: Sell More by Finding the “Buy Button” in Customers’ Heads

Could ethically “hack” the minds of your customers and prospects to persuade them to take action? It’s not some kind of magic or marketing trick. I’m talking about triggering a response in someone by triggering a response in their primal or reptilian brain. Patrick Renvoise of Salesbrain.com is a neuromarketing specialist, he’s the author of his recently released book - The Persuasion Code, and his TEDx talk has more than 140,000 views. Patrick argues that we basically have two systems competing in our head. Our 500 million year old primal brain, and our more modern rational brain. And however rational we think we are, it’s that ancient, self-centered, emotional, visual, primal brain that really drives decision making. Click here to download Patrick’s modern marketing techniques to ethically make more sales by stimulating your customers' primal brain from this episode. In this episode, you’ll learn how, as entrepreneurs, marketers, and side hustlers, we can tap into that ancient “buy button” to be more persuasive. Tune in to hear how to more clearly explain the value proposition, and ultimately make more sales and grow your business. Patrick breaks down the 6 stimuli that matter to the primal brain, and how you can work your marketing techniques around these “triggers”, which are: Personal – Patrick explains how certain words in your sales copy can trigger a person’s “Buy button” and stimulate the response you’re aiming for. Contrast – He explains why it’s important to show customers a contract between you and your competitors, and how you can do this in your industry. Tangible – He explains why you should be using marketing information that a 4-year old would understand, and how using a story can impact our reptilian brains. Visual – “Around 90-95% of all brain activity it about processing images,” Patrick said. He explains how you can use images to make a more powerful impact than the written or spoken word. Beginning and End – By design, we remember more about the beginning and end of a conversation, film, book, and so on, so understanding the importance of writing a compelling hook and call-to-action can make a difference in sales conversions. Emotional – We make decisions based on our emotions, then rationalize them later. He explains how to tap into your customer's emotional responses. Tune in to hear Patrick explain the 6 stimuli of the reptilian brain you need to be aware of, his Pain/Claim/Gain/Brain framework for crafting effective emails, marketing materials, sales copy, etc, and how you can apply these techniques in your business to ethically make more sales.