Miscellaneous Briefs

Three Brains

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We have three brains: the neocortical, the limbic, and the reptilian. As a marketer, it is useful to understand the functions of each.

The reptilian brain is the oldest and simplest of the three. It is responsible for all of our survival instincts, including the “freeze, fight, or flight” response and the sexual impulse. (Any marketing approach that touches on the reptilian brain will evoke a strong reaction.)

The limbic brain is the center of our emotional intelligence. It guides us in a hundred decisions every day — from how far to stand when talking to someone to whether we should buy a new pair of shoes.

The neocortical — the newest part of the brain in terms of evolution — has nothing to do with instincts, emotions, or feelings. It is responsible for logical thinking. It is where we process abstract thoughts, words, and symbols.

Thus, if you appeal to the neocortical with your marketing, don’t expect much. But when selling products related to sex or survival, it stands to reason that you should excite the reptilian brain. And when selling other products, go for the limbic brain.

Miscellaneous Briefs

More on Big Ideas

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A Big Idea, in the information marketing business, must be more than just catchy and suggestive. In other words, information marketers must do more than create David Ogilvy’s idea of a Big Idea.

A Big Idea for Ogilvy was a cowboy smoking a cigarette while perched on a horse. That works for selling cigarettes but it wouldn’t work for selling books and newsletters and other information products. In the world of information publishing, a Big Idea must contain within it an exciting, arresting thought – a thought that directly or indirectly promises something that the prospect desires. It must also be immediately ascertainable, intellectually stirring, and emotionally compelling.

A Big Idea instantly drives the prospect toward a foregone conclusion by evoking a useful emotion. A useful emotion is one that makes the prospect want the product. Many copywriters miss this point. They feel that their job is to arouse any strong emotion in the lead. But if that emotion is not conducive to selling the product, they’ve made their job more difficult.

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