1. MARKETING MESSAGE BLOCKS
1.1. 1. THE GRABBER
1.1.1. 1. THE GRABBER
1.1.2. Engaging Stimuli: Beginning and End
1.1.3. CONCEPT: For survival reasons, it is in the best interest of the Reptilian Brain to be most alert at the beginning and end of an interaction when change or an unknown factor could cause danger. You need to grab your customer’s attention early in your delivery and the SalesBrain method will teach you 5 proven methods to present your value upfront and trigger your customers interest early in your presentation.
1.2. 2. CLAIMS (1, 2, 3)
1.2.1. 2. CLAIMS: 1, 2, 3
1.2.2. Engaging Stimulus: Contrast
1.2.3. CONCEPT: In the delivery of any sales message, you want your customers to leave with a solid understanding of your CLAIMS (up to 3) and to easily understand how you are different from your competitors. To help your customers remember your CLAIMS, they should be short, relevant and memorable. One way to test the relevance of your CLAIMS is to see if they pass the TOP test, namely your CLAIMS should be Therapeutic (solve the PAINS of your customer), Original ( differentiate you from your competition) and Provable (satisfy the Reptilian Brain’s need for tangible input). It is also vital that you repeat your CLAIMS several times throughout your message to reinforce their importance.
1.3. 3. BIG PICTURE
1.3.1. 3. BIG PICTURE
1.3.2. Engaging stimulus: Visual
1.3.3. CONCEPT: An enormous body of scientific research has proven that the Reptilian Brain registers images long before the New Brain can recognize or analyze them. A picture is indeed worth a thousand words when it comes to delivering messages with impact. A Big Picture is a visual representation of your offering that needs little or no words to convey the value you bring to your customers. Another format that you can use is the Contrasted Big Picture in which the first picture shows the PAIN of your customer without the benefit of your solution and the second illustrates the relief of PAIN through the use of your solution. This format further engages the Reptilian Brain through the use of the Contrast stimulus.
1.4. 4. PROOFS OF GAIN
1.4.1. 4. PROOFS OF GAIN
1.4.2. Engaging stimulus: Tangible
1.4.3. CONCEPT: The core of your message should be your Proofs of GAIN. Don’t expect your customers to believe in a solution that does not have tangible evidence to back it up. This also taps into the self-centered focus of the Reptilian Brain i.e. “what’s in it for me?” The SalesBrain method teaches you how to communicate 3 levels of GAIN that matters to your customer’s brain: the Financial GAIN, the Strategic GAIN ,and the Personal GAIN. It also teaches you how to maximize your proofs of GAIN by using these techniques (listed in descending order of impact)-customer testimonial, demonstration, data, and vision.
1.5. 5. HANDLING OBJECTIONS
1.5.1. 5. HANDLING OBJECTIONS
1.5.2. Engaging stimulus: Emotion
1.5.3. CONCEPT: Objections are often not rooted in logic. They are the visible part of how your customer perceives you, your product and your company. Some objections are due to misunderstandings and the SalesBrain method will train you to use a 4 step process to resolve the confusion. Other objections, however, are valid, and very often the objection is triggered by the fear of making a wrong decision. The SalesBrain method will train you to use a 5-step process that engages the Reptilian Brain and can dissolve many objections.
1.6. 6. CLOSE
1.6.1. 6. CLOSE
1.6.2. Engaging stimuli: all
1.6.3. CONCEPT: If you have successfully followed the 4-step SalesBrain method, and have designed your message to impact the Reptilian Brain, your customer should be ready to buy. In summary, you will Diagnose the PAIN of your customer (self-centered), Differentiate your CLAIMS to show the unique relief you can offer (contrast), Demonstrate the GAIN of your solution (tangible), and Deliver your message to the Reptilian Brain using the 5 Message Blocks presented above. Now you must repeat your CLAIMS one last time (beginning and end stimulus) and ask two simple questions: “What do you think?” and “Where do we go from here?” . The SalesBrain method will train you on the hidden value of these questions and the most effective way to present them to your audience.
2. MESSAGE BOOSTERS
2.1. 1. USE “YOU”
2.1.1. Using the word YOU makes your customers take ownership of your solutions. The Reptilian Brain is self-centered, so the best way you can help your prospects understand “what’s in it for them” is to use or say the word YOU. By wording with YOU, your customer’s Reptilian Brain will unconsciously experience owning and using your solution. Your messages instantly become more personal and the customer will feel you are genuinely interested in helping solve their PAIN.
2.2. 2. BE CREDIBLE
2.2.1. Your passion, energy and conviction can be sensed by the Reptilian Brain of your audience. The SalesBrain method will teach you how to maximize your overall impact by mastering 6 credibility factors: Creativity, Fearlessness, Passion, Integrity, Accessibility, and Expressiveness.
2.3. 3. SHOW CONTRAST
2.3.1. When you create a sharp difference between the PAIN your customers experience before your solution, and the relief of the PAIN with your solution, you create more impact on the Reptilian Brain because contrast is the fuel of decisions. In the absence of contrast, especially when customers have difficulty distinguishing between your solution and others, the decision making process stalls.
2.4. 4. TRIGGER EMOTION
2.4.1. Customers often forget how painful their problems really are. Reenact their PAIN and make it personal. Strong emotions create a cocktail of hormones in the brain that act as a memory maker and as a decision trigger.
2.5. 5. VARY LEARNING STYLES
2.5.1. Most messages are only auditory. If you include the two other learning styles, Visual and Kinesthetic, you will keep your audience engaged. Varying learning styles keeps the Reptilian Brain attentive and gives every member of the audience an opportunity to receive information through the channel they are most comfortable with.
2.6. 6. TELL STORIES
2.6.1. Because the Reptilian Brain cannot differentiate between reality and a story well told, stories are soft, but highly effective influencers. Good stories make a concept visual and tangible. A good story can make your presentation personal and generate powerful emotions in your audience.
2.7. 7. AIM FOR LESS
2.7.1. Make every second, every object, every word of your message count. You must remove everything from your message that has no direct value to your customers. Moreover, customers will appreciate that your messages can be delivered in half the time, but with more impact!
3. DO ADS COVER THE SIX STIMULI?
3.1. SELF-CENTERED
3.1.1. CONCEPT
3.1.1.1. SELF-CENTERED - The ‘Reptilian Brain’ is a very self-centered entity and general considerations about others do not reach it. Think of the ‘Reptilian Brain’ as the center of ME. Do not assume that it has any patience or empathy for anything that does not immediately concern its survival and well-being.
3.1.2. IDEAS:
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3.1.3. NEXT STEPS:
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3.2. CONTRAST
3.2.1. CONCEPT
3.2.1.1. CONTRAST - Before/after, with/without, slow/fast all allow the Reptilian Brain to decide. Contrast is a safe decision engine. It allows the ‘Reptilian Brain’ to make quick and safe decisions. Without contrast, the ‘Reptilian Brain’ enters a state of confusion, which ultimately results in delaying decision.
3.2.2. IDEAS:
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3.2.3. NEXT STEPS:
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3.3. TANGIBLE
3.3.1. CONCEPT
3.3.1.1. TANGIBLE - Numbers work for the New Brain, but the ‘Reptilian Brain’ won’t decide based on numbers alone! The ‘Reptilian Brain’ is constantly scanning for what is familiar and friendly, what can be recognized quickly, what is tangible and immutable. The ‘Reptilian Brain’ cannot process concepts like “flexible solution”, “integrated approach”, or “scalable architecture” without effort and doubt.
3.3.2. IDEAS:
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3.3.3. NEXT STEPS:
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3.4. BEGINNING & END
3.4.1. CONCEPT
3.4.1.1. BEGINNING & END - The ‘Reptilian Brain’ forgets most everything in the middle. This short attention span has huge implications on how to construct and deliver powerful messages. Placing the most important content at the beginning is a must, and repeating it at the end an imperative. Keep in mind that anything you say in the middle of your delivery will be mostly overlooked.
3.4.2. IDEAS:
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3.4.3. NEXT STEPS:
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3.5. VISUAL
3.5.1. CONCEPT
3.5.1.1. VISUAL - The ‘Reptilian Brain’ is visual. Neuroscience demonstrates that when you see something that looks like a snake, your ‘Reptilian Brain’ warns you instantly of danger so that you react even before the New Brain physically recognizes it’s a snake. This implies that visual processing enters the ‘Reptilian Brain’ first which can lead to very fast and effective connection to the true decision-maker.
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3.5.3. NEXT STEPS:
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3.6. EMOTION
3.6.1. CONCEPT
3.6.1.1. EMOTION - The ‘Reptilian Brain’ is strongly triggered by emotions. Neuroscience has clearly demonstrated that ‘emotional cocktails’ create chemical reactions that directly impact the way we memorize and act.
3.6.2. IDEAS:
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3.6.3. NEXT STEPS:
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4. TAKE THE 4 STEPS
4.1. STEP 1. DIAGNOSE THE PAIN
4.1.1. CONCEPT
4.1.1.1. STEP 1. DIAGNOSE THE PAIN --- No PAIN, No Gain… There are countless examples of products and services marketed without a sophisticated understanding of the specific pains they are supposed to eliminate. Even with multi-million dollar advertising campaigns, they ultimately fail. Though we cannot reduce the complex and mystical paradigms underlying every human decision, buying patterns are more predictable than generally believed. The Reptilian Brain is Self-Centered. Under the stress of making a purchasing decision, it plays a central role in controlling the final decision. That’s why you need to quickly identify the pain of your audience if you want to get immediate attention. How?
4.1.2. What is the SOURCE of the PAIN?
4.1.2.1. CONCEPT
4.1.2.1.1. Source of the pain: Identifying the source of the pain is like taking a pulse at the right vein of a patient. It is the best way to assess the nature of the pain, therefore a first step toward making sure your product or service is designed to bring effective relief!
4.1.2.2. Ideas & Answers
4.1.3. What is the INTENSITY of the PAIN?
4.1.3.1. CONCEPT
4.1.3.1.1. Intensity of the pain: Learn to diagnose whether the pain addressed by your solution is of high or low intensity early in your selling process. Or better, learn to detect and focus on the high intensity pains!
4.1.3.2. Ideas & Answers
4.1.4. What are the WORST CONSEQUENCES for not eliminating the PAIN?
4.1.4.1. CONCEPT
4.1.4.1.1. Worst consequences: Knowing the source of the pain helps qualify the tension driving the intent to buy, knowing the intensity helps measure the meaning of the tension, identifying the consequences validates whether or not your customer has powerful and compelling reasons to cure the pain.
4.1.4.2. Ideas & Answers
4.1.5. Is the pain aknowledged?
4.1.5.1. CONCEPT
4.1.5.1.1. Pain acknowledgement: It is a critical part of the Selling Process to make the customer acknowledge his/her pain. Think about the last time you went to see a doctor. Most likely, after answering questions related to your ailment, you were asked to confirm that the diagnostic made by the doctor was a correct assessment of the source of the pain.
4.1.5.2. Ideas & Answers
4.2. STEP 2. DIFFERENTIATE YOUR CLAIMS
4.2.1. 1. List the top 3 PAINS as uncovered during your diagnostic process.
4.2.1.1. PAIN 1:
4.2.1.2. PAIN 2:
4.2.1.3. PAIN 3:
4.2.2. 2. Describe which unique feature your product or service offers to eliminate the PAIN.
4.2.2.1. UNIQUE FEATURE 1:
4.2.2.2. UNIQUE FEATURE 2:
4.2.2.3. UNIQUE FEATURE 3:
4.2.3. 3. Describe the resulting benefit as experienced directly by the customer.
4.2.3.1. BENEFIT 1:
4.2.3.2. BENEFIT 2:
4.2.3.3. BENEFIT 3:
4.2.4. 4. Consider putting the CLAIMS in front of a good sample of customers before you can use them.
4.3. STEP 3. DEMONSTRATE YOUR GAIN --- GAIN Falls into 3 Different Categories:
4.3.1. The Financial GAIN or ROI –Return On Investment-is maximized when customers see measurable returns on their purchase like saving money or increasing revenue or even boosting profits.
4.3.2. The Strategic GAIN includes benefits that are less measurable yet provide significant enhancements to your business such as increased quality, product diversification, shorter market cycles, access to new markets, etc. The strategic GAIN cannot always be translated into financial value.
4.3.3. The Personal GAIN is achieved when specific employees of your customers experience peace of mind, more fun, pride of ownership, improved chances for a promotion, sense of accomplishment, self-satisfaction, etc.