The old brain is sensitive to clear contrast. For example:
- Before & After
- Risky & Safe
- With & without
- Fast & slow
Let me explain . . .
The contrast allows the old brain to make quick risk-free decisions.
If there is no contrast the old brain delays decision or even makes no decision.
You must create contrast to get your prospect’s old brain’s attention. Using a neutral statement like:
- “We are one of the leading providers”
- “A qualified friendly team”
- “The latest equipment”
Are all disastrous as this language does not help them sort out information quickly and trigger a decision.
Grab a copy of the ebook I wrote called How To Turbo Boost Your Fitness Business with
Powerful Neuromarketing Strategies.
This book includes:
- Understanding how your prospect’s brain works
- Pricing that appeals to the brain
- 10 words that build trust
- Use multiple senses in the buying process
- 15 red hot tips for giving your fitness business a neuromarketing makeover.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.