Delivering lots of information for the Rational Brain might mean organizing it into clusters. For example, three clusters of five bits is easier for Mrs. Bickerson to hold onto than fifteen bits. Here are three traditional ways of appealing to the Rational Brain:

Listing Product Features – In a market where the competitors are selling essentially the same thing, adding a feature can create a rational reason to buy.
Listing Product Benefits – In a market that is not yet overloaded with competitors, the product benefits make a powerful case.
Seeing is Believing – This approach often takes the form of a product demonstration or testimonials based on performance.

While Mrs. Bickerson is analyzing data, Mr. Bickerson is exploring his feelings. He represents the Emotional Brain. This is known as the limbic system, and it contains far more anatomical references than we need to include here. His job is related to sexual arousal, pain and pleasure, fear, hunger – functions that seem to be related to grunting. The Emotional Brain is the main influence in what people think of as "gut" or "intuition. "So, when you create your descriptions and offers, focus on emotions and sensations. This is why so many TV commercials are imbedded with sex or food. Here are a few ways to approach Mr.Bickerson:

Safety – The first need in our lives is safety. If you can't communicate a sense of safety, then your target market will feel uncomfortable with you. Thus, they won't buy from you. Use guarantees, promises and emotional testimonials.
Food and Sex – Hooters figured this out many years ago. Sex sells. So does food. That's why nearly ever scene in the entire run of Seinfeld showed the cast members eating something.
Trust – If John Wayne could endorse your product, wouldn't most men trust it? What if Michelle Obama and Laura Bush endorsed a product? Don't you think most women would trust it? Those people are symbols of trust.

The secret formula for motivation

In order to appeal to your specific target market, you have to give the right "treats" to appease both the Bickersons. That's because they will take your information and argue over it. Your job is to figure out which one will win the argument. Is your product is more appropriate for a rational appeal or an emotional one? Lead with the right appeal, and then use the other one to support the decision.

Instant Insights /

The Secrets of Marketing Psychology (Part I)

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