Here's Why Most Ads Are Almost Always Busts And Why Some Of Them Are Always Home Runs!

You have heard that we humans buy based on emotions and then we justify by logic...but, why is that?

Here's the answer...

Neuroscientists have proven for decades that instead of one main brain, we "actually" have 3 brains instead. Which they call the "Triune Brain Theory"

Which consists of

The Neocortex - the "logical" brain, the youngest and weakest part of our brain, when comes to making the decision.

The Limbic brain - the "emotional" brain.

The Reptilian brain - the "old" brain, responsible for our survival instincts and also the most powerful brain when comes to making the decision.

So why do the Reptilian brain is so important?

Because all the information we perceive, at first, goes through the Reptilian brain, which means it will be perceived from the emotional and instinctive point of view!

So then, where's the problem?

The problem is that a lot of times, the advertisement will try to sell people to their "logical" brain - the Neocortex. Not on their emotions.

For example:

You probably have seen those car dealership ads on TV...
What is their "typical" angle?

"Come see us, we have a Fall sale! 50% off on every car!"
or
"Come check it out the new Ford Mustang model with XYZ features, only $xx, xxx!"

So the first problem is that pretty much everybody else is using the same marketing approach, so there's nothing that "uniquely" stands out...but that's another subject.

Also, it's selling to our logic, not our emotions...

So instead would more effective if your ad would sound like this:

"Would you trade $xx xxx to be the guy who "steals" all the girls with the new Ford Mustang by your side?"

You see...It speaks directly to buyer's emotions and also, it speaks directly to the type of person who would buy this kind of car.

So let's break down both ads.

1) "Come check it out the new Ford Mustang model with XYZ features, only $xx, xxx!"

What's the survival instinct it speaks to: really not anything...

What's the emotional reason to buy: could be the sense of feeling "cool" or keep up with trends, but it's not mentioned!

2) "Would you trade $xx xxx to be the guy who "steals" all the girls with the new Ford Mustang by your side?"

What's the survival instinct it speaks to: I will be socially approved!

What's the emotional reason to buy: I will be the "slick" dude!

So you see the difference?

The takeaway...

Really try to appeal to the emotional reasons who truly drive our decisions!