By Patrick Renvoisé, Christophe Morin
Science-based approach to persuasive communication
Subject
Themes
The human brain comprises three distinct parts with specialised functions: the new brain processes rational data, the middle brain handles emotions and gut feelings, and the old brain (or reptilian brain) acts as the true decision-maker. Dating back 450 million years, this primitive structure overrides logical analysis in matters of survival and everyday choices. Understanding how to communicate with this ancient decision-making centre revolutionises selling, marketing, and persuasive communication.
The human brain comprises three distinct parts with specialised functions: the new brain processes rational data, the middle brain handles emotions and gut feelings, and the old brain (or reptilian brain) acts as the true decision-maker. Dating back 450 million years, this primitive structure…
Neuromarketing emerged at the intersection of neuroscience, psychology, and marketing during the early 21st century, representing a paradigm shift in understanding consumer behaviour. Published in 2007, this work arrived during a period of intense interest in brain-based approaches to business…
The foundation of neuromarketing rests on understanding the brain's three-part structure, each with distinct evolutionary origins and specialised functions. The new brain, or neocortex, represents humanity's most recent evolutionary development. This rational processing centre handles language,…
Communicating effectively with the old brain requires understanding six specific stimuli that capture its attention and trigger responses. These stimuli emerged through millions of years of evolution, representing survival mechanisms that continue operating in modern contexts. Mastering these…
The neuromarketing methodology translates the old brain's six stimuli into four actionable, easy-to-remember steps that rhyme: diagnose the pain, differentiate your claims, demonstrate the gain, and deliver to the old brain. This systematic approach transforms theoretical knowledge about brain…
The old brain pays maximum attention at interaction beginnings and endings whilst dropping to minimal attention levels during middle sections. Research demonstrates that attention and retention reach 70-100% of maximum at presentation starts, then plummet to merely 20% once the old brain perceives…
Building credibility and utilizing contrast represent critical impact boosters that enhance message effectiveness whilst maintaining ethical communication standards. Understanding these principles ensures neuromarketing techniques serve genuine value creation rather than manipulation, benefiting…
The human brain's three-part structure fundamentally shapes all decision-making processes. The new brain (neocortex) handles rational processing, including language, logic, and mathematics. The middle brain (limbic system) processes emotions and gut feelings. The old brain (reptilian brain), dating…
The neuromarketing methodology translates the old brain's six stimuli into four memorable, rhyming action steps: diagnose the pain, differentiate your claims, demonstrate the gain, and deliver to the old brain. This systematic approach transforms theoretical brain knowledge into practical techniques…
Step two of the methodology demands differentiating claims through establishing what makes solutions uniquely valuable. If sellers are not selling something unique, they sell as much for competitors as for themselves. It is vital to define what is distinctive about products or services before…
Step four involves delivering messages to the old brain using specific tools. Even solid, logical messages fail to trigger buying decisions unless the old brain understands and remembers them. High-tech, high-dollar demos may be viewed by the old brain as long feature lists with no real connection…
The second Message Building Block, Big Picture, leverages the fact that visual input reaches the old brain fastest. Research from Dr. Joseph LeDoux, director of neuroscience at New York City University, demonstrates the old brain registers images long before the new brain recognises or analyses…
After presenting grabbers, big pictures, and claims, the critical task becomes backing them up with tangible proofs. This is where 70 percent of selling effort should be concentrated. The old brain demands solid, tangible evidence before committing to any decision, making proof of gain the core of…
When the Four Steps have been followed faithfully and messages designed to impact the old brain, sophisticated closing techniques become unnecessary. The prospect will naturally move towards purchase because pain has been confirmed, claims differentiated to show unique relief, value demonstrated to…
Credibility contributes significantly to selling effectiveness. Though subjective and difficult to measure, credibility represents the core of what makes others believe you. The old brain proves highly sensitive to credibility because it detects confidence or its absence. Credibility functions…
Emotion represents the fourth Impact Booster. Emotions attached to significant events prove powerful memory makers. Most people remember where they were on significant dates yet may not recall yesterday's lunch. According to research, emotions are not things that happen to us but rather inner…
Stories represent the sixth Impact Booster. Stories should be mandatory in every presentation involving face-to-face communication. Stories serve as strategic tools to influence audiences. Beyond grabbers, stories can and should be used in developing Message Building Blocks such as big pictures,…
By Patrick Renvoisé, Christophe Morin
Subject
Themes
The human brain comprises three distinct parts with specialised functions: the new brain processes rational data, the middle brain handles emotions and gut feelings, and the old brain (or reptilian brain) acts as the true decision-maker. Dating back 450 million years, this primitive structure overrides logical analysis in matters of survival and everyday choices. Understanding how to communicate with this ancient decision-making centre revolutionises selling, marketing, and persuasive communication.