Being unique by Diffentiating your Claims and proving your value by Demonstrating the Gain are vital steps in impacting your audience. But alone, they are not enough. The most solid and logical message, though it may be of interest to your prospect, will still not trigger a buying decision unless the 'Old Brain' understands. Delivering your message with maximum impact to influence the real decision maker, the Old Brain, truly gives you the edge.

The 'Old Brain' is Self-Centered

The 'Old Brain' is a very self-centered entity and general considerations about others do not reach it. Think of the 'Old Brain' as the center of ME. Do not assume that it has any patience or empathy for anything that does not immediately concern its survival and well-being.

The 'Old Brain' Seeks Contrast

Before/after, with/without, slow/fast all allow the Old Brain to decide. Contrast is a safe decision engine. It allows the 'Old Brain' to make quick and safe decisions. Without contrast, the 'Old Brain' enters a state of confusion, which ultimately results in delaying decision.

The 'Old Brain' is Tangible

Numbers work for the New Brain, but the 'Old Brain' won't decide based on numbers alone! The 'Old Brain' is constantly scanning for what is familiar and friendly, what can be recognized quickly, what is tangible and immutable. The 'Old Brain' cannot process concepts like "flexible solution", "integrated approach", or "scalable architecture" without efforts and doubts.

The 'Old Brain' Remembers Beginning and End

The 'Old Brain' forgets most everything in the middle. This short attention span has huge implications on how to construct and deliver powerful messages. Placing the most important content at the beginning is a must, and repeating it at the end an imperative. Keep in mind that anything you say in the middle of your delivery will be mostly overlooked.

The 'Old Brain' is Visual

The 'Old Brain' is visual. Neuroscience demonstrates that when you see something that looks like a snake, your 'Old Brain' warns you instantly of danger so that you react even before the New Brain physically recognizes it's a snake. This implies that visual processing enters the 'Old Brain' first which can lead to very fast and effective connection to the true decision-maker.

The 'Old Brain' Responds to Emotion

The 'Old Brain' is strongly triggered by emotions. Neuroscience has clearly demonstrated that 'emotional cocktails'- create chemical reactions that directly impact the way information is memorized and processed by the 'Old Brain'.