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Pitching Past the Gatekeepers of the
Human Brain
Live Tweet Hashtag: #GatorBrainTwitter Handle: @glehel
Time Line
100KToday
200 MM
230 Million Years
230 MM60 MM
Humans Appear 1Mile before landing
The Last Mile of 2,300 Mile FlightFrom LA to DC
3 Main Decision Making ThingiesNeocortexHuman Brain
Logic/Abstract Thought
Limbic SystemMammalian
Emotions/Empathy/Parental
Reptilian ComplexSurvival/Reproduction
Humans Make Rational Decisions Irrationally
The Take Aways1. Avoid Pain/Death
2. Self Absorbed3. Seeks Familiar4. Concrete vs Abstract5. Black & White 6. Relativity7. Visual8. Brain Fatigue
Let’s Talk Pain & Death
Avoid Pain & Death
WHY BUY A DRILL?
Pain & Death Strategy• Without Pain There Is No Change• Sell to Pain• Frame Benefits as Loss Statements & Not Gain
Avoid Pain & Death
Ignore Pain & People will Not Be Influenced To Change .
Eventually you will lose your job, go broke & starve to death!
Everyone’s FavoriteStationWIIFM
Self Absorbed
Self Absorbed Strategy• Talk Directly To Each
Human In The Audience
• Hurt/Rescue• “Imagine You Are”
Self Absorbed
If You Ignore Self Absorbtion, People Will Not Understand
What’s In It For Them. Eventually you will lose your job, go broke &
starve to death!
If You’re Currently Alive & You’ve Seen It Before There Is A High Probability It Didn’t Kill You
Seeks Familiar
Seeks Familiar
Seeks Familiar
Seeks Familiar Strategy
• If It’s Revolutionary – Analogize• References• Social Proof• Safety In Crowds
If It’s Unfamiliar People Will Avoid Change. Eventually you will lose
your job, go broke & starve to death!
Concrete vs Abstract
Former Chief Marketing Officer USSR Joseph Stalin
‘When one dies, it is a tragedy. When a million
die, it is a statistic.’
2015 Chicago Gun Deaths
Concrete vs Abstract
468
\
Concrete vs Abstract
Glennell Fairley
• 21 Years Old• Loving Son• Overcame Past Juvenile
Infractions• Volunteer Mentor for At-Risk
Youth• Had Just Enrolled in College
Lake Michigan6 Quadrillion Gallons of Water
Concrete vs Abstract
Lake Michigan6 Quadrillion Gallons of Water
Concrete vs Abstract
7 Billion People
X
3K Baths
Concrete vs Abstract Strategy
• Avoid Jargon• Make the unfathomable
fathomable• Focus on the individual• Tell a story
Concrete vs Abstract
Stay Abstract & People Will Not Be Moved. Eventually you will
lose your job, go broke & starve to death!
Black & White
Sales Methodologies Competitive ChartFactor PSS Spin Nueroselling
Agreeable Reliable Effective Efficient Expedient
Black & White
Black & White Strategy
• Pile On!– Reference Stories– Product Comparison– The Kitchen Sink
Black & White
If You Present In Shades of Gray You Will Fail To Influence People. They Will See No Need To Cange. Eventually you will lose your job,
go broke & starve to death!
The Mind Is A Relative Engine
Hot ColdRoom Temp
Relativity
Julie was an adequate student. She spent more time during schools volunteering & championing social issues than on her studies. What does she do now?
1. Dental Hygienist2. Bank Teller3. Librarian4. Dental Hygienist with 3 Kids5. Bank Teller who Volunteers for the ACLU6. Librarian & Avid Cyclist
Relativity
• 30,000 car delivered• 29,500 drive 200 miles• $500
Choice A:Car Delivered To
Your Home$50,000
Choice B:Drive 1 Hour To
Buy A Car$49,500
Relativity
Relativity
Relativity Strategy
Relativity
Offer Relative Choices In The Correct Order Or People Will Not
Change & Eventually You Will Lose Your Job, Go Broke & Starve
To Death!
Visual
Visual
Visual Strategy
Visual
Use Visuals To Make Your Story More Memorable & Less Abstract orWill Have Little Impact& People Will Not Change & Eventually You
Will Lose Your Job, Go Broke & Starve To Death!
Brain Energy Use
The Most Energy Hungry Human OrganThe Brain Uses 20% Of
Our Resources
Brain Fatigue
Hybrid Brain
Brain Fatigue
Brain Fatigue
Brain Fatigue Strategy
• Give Your Most Important Point 1st & 2nd Most Important Last
• Break Your Presentation Up Into Little Mini Presentations
• Use Pattern Interrupts• Meal Time Scheduling
Brain Fatigue
Lessons
1. Avoid Pain/Death2. Self Absorbed3. Seeks Familiar4. Concrete vs Abstract5. Black & White 6. Relativity7. Visual8. Brain Fatigue
