You want people to join your email list, donate to your organization, or take come other kind of specific action. But no matter how much you explain the reasons and logic of doing so, they just won’t take action.
If this sounds like you, your problem is that you’re trying to use reason and logic. And human beings have NOT evolved to take action based on reason or logic.
Basic biology of the brain
I’m not a biologist, but here’s some basic common knowledge about the two primary parts of the brain:
- Neocortex Brain – This part of our brain handles rational thought and language. It’s the most recent part of the brain to appear in human evolution.
- Limbic Brain – Responsible for feelings like love, trust and loyalty, as well as all behavior and decisions. This is the primal part of our brain that has existed for millions of years.
When you communicate to your constituents with facts and statistics, you are appealing to their analytical nature, which doesn’t drive action.
But when you communicate with stories and pictures (emotional content), we are speaking directly to the part of the brain that controls emotions, trust, decisions and actions.
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Why no mention of the reptillian brain, John? The heart keeps us alive. That’s where you should market your content to, not merely my emotion. Inspire me to respond.
Marketing content to the part of your brain that handles body temperature and breathing? You’re kidding, right?
I keep forgetting that and I shouldn’t…
John,
If you haven’t read it you should get Simon Sinek’s “Start With Why.” It is a very understandable – and motivating – look at this subject. (And, no, I don’t have any affiliation with him. Just loved the book and his talks are great.)
Have you read Hypnotic Writing by Joe Vitale or Webcopy that Sells by Maria Veloso? Maria identifies right brain & left brain words. Right brain lead to a call ot action. Vitale doesn’t call them right brain and left brain, but that is what he is talking about. I like both books.
People make decisions based on what they feel is right. But also, you have to consider the fact that feelings are not just the basis of making decisions. Both of your rational thinking and feelings should go hand-in-hand.
This is very good. I need to be a better storyteller. I miss this point when I write.
Think heroes, obstacle, victory!