The Primordial Ooze
Published on December 2, 2014
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Back in the dark recesses of time reptiles emerged as the dominant species in our world.
Leftovers like the Alligator, Crocodile and a plethora of snakes provide evidence that this evolutionary branch existed. Reptiles are characterized by voracious appetites, reactive behavior and no self control. Get too close to a Crock and you are dinner.
In the '50s a doctor names Paul Mclean proposed that humans actually have a similar structure to the reptilian brain inside each of us. This primitive brain structure, takes control of the autonomic functions of keeping the heart beating, breathing and all of the unconscious activities to sustain the body.
He actually hypothesized 3 brains. The R-complex, Emotional and Cognitive brains exist inside each of us. This is called the Triune Brain model. Much has been learned since the 1950's.
The R-complex, also known as the Reptile Brain not only controls the autonomic functions of the body but maintains primitive feelings. Fear, Lust, Greed are fundamental to the base regions of the mind.
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Just above the Reptile Brain the Emotional brain (also known as the Limbic System) maintains the feeling parts. This responds to music, beauty and gives the joyful moments.
Next the Cognitive Brain ( the Neocortex) is the thinking analytical piece. Decisions are made here.
OK, so enough theory, what does that mean for a marketer.
The Reptile and Limbic brains don't respond to language. Period. They respond to visual images. They do this quickly, in microseconds. The Neocortex takes longer.
Ever wonder why Sex Sells? It is because it relates to the inner brain functions. By the time the thinking brain takes over, the decision is made.
Why are the Scammers so effective? They relate to the inner brain function of Greed, the primitive survival instinct.
When you can trigger the basic influences of your viewer, you will connect on a basic level. Convince the Reptile brain and your reader/customer will be ready to buy. It just feels right.
Here's a short TED talk that deals with the concept. See if it turns on a lightbulb or two.
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
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