Which Brain Decides To Buy… Or Not?

by Yevgeniy Grytsenko

Have you ever wondered why is it some companies have far more superior products but can’t get ahead of “lousy” competitors?

Or why is it some guy with absolutely no marketing experience opens a website and outsells well-educated website owners by 100 fold?

Or how about this one? You present the best, most logical solution to your potential customer and he still spends more money on under-graded deal? Something just doesn’t feel right…

ID-100213258In order to understand how people buy, you need to understand how their brains work. In order to do that, you need to understand that even though brain is one organ, it’s functions are actually divided – making it as though there are actually “three different brains”. All these brains carry out different functions and have hierarchy of powers assigned to them, when it comes to making a decision to buy… or not.

Let’s start with the first brain. It is also known as left brain hemisphere. It processes logical, language and does your mathematics like 2 + 2 = 4. Then comes the right brain hemisphere. This brain deals with feelings and emotions. For example, it can help you feel good when you have 2 dollars, find two more dollars and now you have whole 4 dollars. Or it can make you feel bad because it is just 4 dollars.

Finally, there is an “old brain” – a primitive brain, also known as “survivor”. It makes decisions such as “take it or leave it” and “fight or flight”. That’s the brain that either “buys” or “rejects the purchase”. Trying to appeal with logic to an old brain is a surefire way NOT to make any sales. In fact, this brain can translate logic as “confusion with too much effort to process”. That’s why you see most commercials advertising only easy solutions, quick fixes and miracle cures- but nothing that requires knowledge, experience and persistence to achieve results.

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