What the Limbic Mind Likes

The limbic system is instinctive—older than language, faster than thinking. And it’s not logical. It controls trust. It controls attention and desire. And logic must stand aside until the limbic part of the brain says decides something is trustworthy. In primitive times it was constantly alert for danger. Detecting threats spelled the difference between life and death. That function is still important today.

A person’s limbic system decides in an instant—and doesn’t change its mind. That part of the brain constantly scans for either of two things—what it likes (attraction) and, equally important, what it dislikes or fears. Anything else hardly rates a notice (indifference)—and that includes most information.

But don’t assume the limbic mind is only alert to face to face exchanges. Printed materials, ads, Websites, packaging, facilities and every other component of your operation all must face its scrutiny. It can spot the inconsistent signals you don’t even know you’re sending. But you can make your business limbic-friendly with no more expense or effort than you already spend.

Ted Nichols is famous for saying, “People don’t buy what the need. They buy what they want.” And that’s the limbic system calling the shots, in spite of what logic would’ve dictated.

What the Limbic System Looks for

                  IT LIKES
Curiosity and Novelty
- Unexpected, bizarre or impossible
- Exaggeration (to the point of ridiculous)
- Perplexing and quirky
- Challenges to figure out—puzzles, riddles, optical illusions

Fun, silliness, humor, laughter, and slapstick

NOW, what is present, since can’t relate to the future or
remember the past

Sexy and Titillating - enough said

Emotional Experiences
- Love, kindness and caring
- Gratitude and appreciation
- Good feelings and pleasantries

Recognition and flattery (prefers it to be sincere)

Personalization, which is why using a person’s name works so well

Inspiration that rouse the ideals and spirit (often through symbols)

Relationships and shared experiences

Sensuous - involves all five senses (especially smell, which is in
the brain stem)

Beauty - however they define it
- Grace and elegance
- Eye catching, with color, images, and graphics

Congruence all the parts in synch and credible
- Sincere, simple and direct
- Authentic, genuine and consistent

High Energy

        IT DOES NOT LIKE
Boring - same as everyone else

Inconsistency and incoherence, sour notes

Scary or dangerous

Control or manipulation

Being taken for granted

Unpleasantness—offends the senses

Ugly

Read Woo the limbic mind or all your sales efforts
are wasted to see who really is in charge.

      Back to Home