Click on video to learn what the golden rule is and avoid falling into the fatal trap of breaking it!

Each and every one of you made 1 fatal error today in your marketing message.  Now that 1 thing might have slipped through or gone unnoticed because it wasn’t an obvious thing – like a spelling error, using a word incorrectly or not having a compelling call to action.  In fact that 1 thing – the fatal error that you made today – wasn’t anything you said at all.

That’s why no one brought it to your attention… until now.

But you know deep down (or at least you probably suspect) that something happened because a large percentage of your audience, who saw your message today, didn’t get it and they didn’t purchase your product or service.

Let’s take a look at the science of neuromarketing to find out why – so that you can take action now and turn your message into one that your leads and customers are dying to say “Yes” to.

You may not know this but your brain sees and interprets images first and makes decisions quickly based on what it sees.  And after all of this activity has occurred, much later it pays attention to and tries to process what it hears and the words and numbers you have read.

Somewhere between 80-90% of your brain activity (and what is going on in the minds of your prospects) is a result of trying to make sense of visual stimuli.  The optic nerve is physically connected to your old brain (which you already know is the decision making part of your brain) and it processes visual cues 40 times faster than auditory ones.

What happens is your retina captures images and sends that data on 2 distinct paths – one goes up to neo cortex (the thinking part of your brain) and the other goes straight to the reptilian brain.  Here’s the interesting part – this second pathway, to the decision making part of your brain is much faster.  In fact, it is about 500 times faster.  If it takes 1-2 milliseconds for the old brain to process a visual cue, it could take your neo cortex at least 500 milliseconds.  This makes that part of your brain that decides dangerously fast and hasty.

Since you and I cannot rely for our survival on the speed at which the new brain processes information, we are hard wired to make decisions at the old brain level – and as you can SEE, those decisions are primarily based on visual input.  And your new brain will only kick in much later to help you find data to support your gut reaction (the decision your old brain already made). Your eyes control your brain – and this is also true for your customers.  That’s how important visual cues are to your survival and to your sales and marketing messages.

Let’s take a look at a very good example of what not to do.  I saw this sign of the front window of a veterinary clinic in my neighbourhood this week.  In big orange letters, it took up almost 70% of the front window.

“Pet Laser Treatment.”

Now, if you were a potential customer driving by, would that sign mean anything to the part of your brain that decides? No, of course not.

The average person driving by would have no idea what pet laser means or WHY it would be a good reason to choose that clinic over the next one down the street.  To your reptilian brain, that sign means nothing.

If you are a pet owner – what do you care about?  What’s important to you in the context of finding a good vet?  If you are like most pet owners, you want to know that when you take your animal in for surgery the pain is minimized, the surgery is safe and the healing happens quickly.  If you owned a pet those things would be important to you, wouldn’t they?

Yes, now surprisingly pet laser does achieve all of those outcomes – less pain, less risk and quicker recovery – but that sign didn’t help you to know and decide, did it?  As you are driving by, that vet has 2-3 seconds to grab your attention and convey his message…and you now know that the best way to do that would be a picture, not a bunch of words, right?  What he needed to do was show you a photo of a dog or cat, fit and healthy – with a message like, “we guarantee less risk and a faster recovery for your pet, ask us how?” Or “want Fido’s next surgery to be virtually pain-free, ask us how?”

Now you may not be a veterinarian yourself but I am sure you can see exactly how this applies to your business.  How visual are your sales and marketing assets? Take a look at the very last email, brochure or presentation that you made.  Was it loaded up with words and stuff that only means something to you?  Did you even have any pictures and did they serve a purpose or were they just there to fill space?

Each and every day I see business owners just like you making this fatal mistake.  The part of your prospect’s brain that decides is a visual beast.  It’s relying on pictures to make a decision and you are trying to convey everything with words and numbers, aren’t you?  Your audience can’t tell you exactly why your message is not appealing to them…but I just did.

Your customer’s brain sees images first and words second. In order to get your audience to pay attention and remember your message, you need to quickly deliver a clear picture to the old brain. This is the golden rule of marketing and Sales Seduction – a picture is worth a thousand words.  And if you continue to break this golden rule, you will fail to close sales and help customers who really need your product or service.

Botox is either a miracle cure for migraines and worry lines or a toxic scam – it all depends who you speak to.  Fuelled by our obsession with youth and beauty, it is estimated that more than a quarter of a million injections were given in Australia last year alone.

When did we decide that older does not mean wiser, and in fact, now means unattractive and unwanted?

Somewhere along the line it has become unappealing to let others see our emotions. The smile and frown lines we have come to expect and rely upon, are disappearing. If a person’s appearance is frozen and expressionless, how do we know what they are thinking and feeling? And more interestingly, does anybody even care? Are we trying to mask the facial clues or cover up the underlying emotions?

We now have infinitely more tools to articulate ourselves but do we really have better communication and relationships? More and more we find ourselves relying on highly impersonal means – SMS, Facebook, Twitter and email – to keep in touch, convey information and build relationships.

It seems like we are talking to everyone but not really connecting with anyone.

Only 7% of your communication is attributable to your words and 93% is conveyed by non-verbal means. Even though it is largely unconscious, you rely heavily on body language to discern what is (and is not) being said. Without these vital clues, you must make assumptions to fill in the gaps and hope that you are right. Oftentimes, you may find that you have missed the mark completely.

In essence text messaging, social media and email are the communication equivalent to Botox.

They allow you to defy time and distance by reaching MORE people but connecting with and accomplishing far LESS.  What happened to the good old days when you picked up the phone and spoke to the person you needed to be in touch with or met them in person?

Perhaps we’ve all just become far too busy for such primitive means?

Technology does have its place in our personal and business lives – but when is the last time you shot someone an email in order to avoid speaking with them? Have you ever sent a message and later discovered that the person on the other end took it the wrong way? I would bet you can think of a handful of examples where you have used technology in order to sidestep a difficult situation.

My point is this – if you want to build effective relationships and influence others you need to take responsibility for the effectiveness of your communication. While it may be easier to cut corners, inject fillers or hide behind technology, the wrinkles it creates will eventually come to the surface and bite you on the cheeks. Not only is it cheaper to grow old and communicate directly, it is also more beautiful and less addictive.

Click on video above to see and hear Rhondalynn in action.

You may be surprised to hear that 95% of your prospects don’t really understand you message.  You have to understand that your potential customer is simply in pain (in some aspect of his life) and he is looking for the solution.  So he has come to you… and what do you do?

Let’s take a look at your last ad, press release, email or even the home page of your website.  If you are being honest, I would bet that more than 60% of the prime real estate here is focused on YOU – your brand, your product/service, what you are doing and why you are doing it.  And if you are using visuals they are probably of your products, your machinery, your location or even YOU.

And if you are like most business owners, the last 40% of your time and space is spent trying to cram as many words as you can into this bottom section to let your prospects know just how much you can do.  In my experience, most of you are spending way too much time trying to impress your audience with fancy words and descriptions.

Here’s the bad news – you’ve already lost your potential customer.  In fact, you put him to sleep about 2 minutes ago.

Your brain accounts for 2-3% of your body’s mass but uses 25% of your body’s energy. This is a very important fact to know if you are trying to influence or persuade others.  Your brain is the 2^nd most energy consumptive organ in your body – if you don’t give it what it needs, it will control your thinking.  For those of you who are hungry right now, you know exactly what I am talking about.

From a survival perspective, the brain doesn’t like to use more energy than it has to.  If you can make it easier for your customer’s brain to grasp your message, process it quickly and decide, you are more likely to get a YES.

Just for fun, I would like to introduce you to one of your customers… well, at least the decision making brain of one of your customers.

The part of your customer’s brain that decides is the same brain that you and I share with this crocodile.  This part of the brain is solely focused on what?  Survival, that’s right.  Does Mr. Crocodile care about your brand, your products, your photo or your features and benefits?  No.  Does it care about win/win? No.  It is solely focused on itself and physical survival. This part of your customer’s brain gets triggered within 30 seconds and is permanently tuned into the WIFM (what’s in it for me) radio station – constantly scanning to protect itself from pain or death.

So what does this mean for you?  To the extent you understand the pain of your customer and are here to help him solve it, he will listen to you or read what you have to say.

Let’s come back to your marketing message for a moment.  How can you use this insight for your next ad, press release, email or your website?

First, you are going to stop wasting your most valuable real estate talking about your products, your background, your brand, your philosophy or who you have been certified by.  Your clients do not care.  If this box represents 100% of the time and space that you have to get your message across right now, you need to spend 80% of it:

–          Showing your customer you understand his pain

–          Recreating his pain

–          And offering THE solution with proof you can deliver

This means that you should never waste it with a lame opening statement like “Introducing our new spring line”, “welcome to our newsletter” or “here are our latest clearance items”.  While important to you, they mean nothing to the part of your customer’s brain that decides.  They are like a bedtime story for your customer.

If you are using photos or video, and I highly suggest you do for reasons that we will cover in a session together very soon, you want to select visuals that support what?  That’s right – recreating or demonstrating you understand your customers pain.  This is not the time or place (if you are an electrician for example) to show a picture of you and your van.  That photo is about you and not your customer’s pain.  Remember your customer is tuned into WIFM radio station.

Also, if you are going to feature your brand or logo, it does not belong up here in this important 80% area.

That leaves only 20% for your call to action and contact details, which is plenty of space if you have captured your prospects attention up top in the 80% zone.

Do you remember when I made the bold claim that 95% of your prospects don’t really understand your message?   As you can see, the reason for that is really very simple – your customer has come to you in pain (in some aspect of his life) and his crocodile brain is solely fixated on finding THE solution.  This part of his brain, which is responsible for decision making does not have the time or patience to sit around reading or listening to information that is all about you.  If you don’t capture his attention in the first 30 seconds with something that is relevant to his pain, you’ve lost him.  He can’t possibly understand your message no matter how clever or funny it is because he’s not even paying attention – his reptilian brain has already moved on to look for the solution that will keep him alive or cure the pain .

I want you to assume for a moment that you are dying of thirst. Would you be willing to sit for an hour while I substantiate my credentials, talk to you about why I started my company and educate you on the value and qualities of my pure spring water?   Or would you simply get up, walk across the street and find the water that you need to survive?

What if you were dirty and itchy?  Would you be any more willing to listen to me focus on my brand or my product for an hour?  How long would it take before you just got up and found something to wash yourself with?

And what if your house were on fire?  Would you kick back and read 3 pages of stuff on my website about how great my water is or would you rather find someone right now who can help you put out the flames?

The bottom line is this – the quickest way to connect with your customer and get the attention of the decision making part of his brain is to let him know immediately that you understand his pain and can cure it.  If you do this well upfront, he will listen to whatever it is that you have to say.

This insight will help you go from boring your prospects to convincing them and that’s good for your business.

First let’s get one thing straight – happiness and optimism are not the same thing. Happiness is an emotion, a feeling, a state of mind that can be changed in an instant. Optimism is something quite different – it is a belief about the future.

Optimists trust that the future will be mostly good – they also believe their decisions, choices and actions shape their destinies. There is evidence to suggest that optimists tend to have better coping mechanisms and tend to be less negatively impacted but life’s little ups and downs. They recover faster, tend to eat right and exercise, are less likely to smoke, suffer less from aches and pains and are at a much lower risk for dementia and other diseases.

But what if you’re not a natural born optimist? Studies seem to indicate that optimism is only slightly influenced by genetics – 20% at best. In fact your experiences, the language you use to describe them and the meanings that you have attributed to them shape your world and your future outlook. Every single one of us can learn to become optimistic. However optimism is not achieved by making a decision one day to be optimistic – it takes more than attempting to change your feelings or outlook consciously.

Particularly in this time of economic uncertainty, faith and optimism are powerful belief structures. Arguably however, both are habits and need to be developed and nurtured over time. In fact 99% of what we do is pure habit – the domain of the subconscious.

Positive thinking alone is inherently undependable. Sustained optimism requires more than The Secret, The Law of Attraction and a few positive affirmations. Optimism is not something you are born with – it is a learned behaviour/habit. The same is true of pessimism. When the going gets tough, affirmations fly out the door and the subconscious habits will kick back in and cause all of us to sabotage our own success. In actual fact, each of us is our own worst enemy.

At the end of the day, it is not what happens to you that matters. It is about who you are and what you become because of, not despite, what happens. Change your perspective today…change your life forever!

Article Source: http://EzineArticles.com/2919330