Your Brain is Tasked with Keeping You Alive.
The human brain is amazing! It’s tasked with keeping you alive and that means your brain is constantly doing two things to be sure you are in good shape.
- Helping your Survive and Thrive
- Conserving Calories
How does this happen?
It has to do with Maslov’s Hierarchy of Needs. The fact is, we live in a society where our fundamental needs are pretty-much provided for. Most of us have a roof over our heads and we’re not worried about where our next meal is coming from.
Because our brains are constantly scanning our surroundings to help us survive and thrive when we come across messaging that is confusing or really complex our brains will check out and move on to the more important things.
What does that mean for you and your business? It means you better be talking about things that matter to your customers. Things that will help them survive and thrive. Things that will speak to their inner needs and wants. Which means you need to figure those things out and don’t go on and on about yourself and how your grandpa started the company back in 1956.
The second thing our brain does because it’s tasked with keeping us alive is: Conserve Calories. Which means we have to be SUPER CLEAR in how we communicate with our customers. If our brains encounter marketing that makes it burn too many calories our brains check out and move along to more important information. What does this mean for you and your business?
- Don’t use inside language. Most of your customers don’t know the industry lingo so keep it to a minimum.
- Don’t be cute and clever. Be Clear. Say exactly what you do and how it will help them survive and thrive.
Learn more about StoryBrand at the Guide to StoryBrand.