The Buying Brain: Secrets for Selling to the Subconscious Mind by A. K. Pradeep Read Free Book Online

timid around the frustrated hunters, careful not to anger these larger, now irritated and aggressive males. At the same time, the women carefully notice which of the men would be a better mate, the more successful hunters, and purposefully associate with them to father their children.
    As the small group shares its food of the day and hears the stories of the hunts that provided it, you settle next to your mate, sleeping baby always in your arms.
    Same Brain, Different Day
    You wake to your alarm and quickly shower and dress. It’s still dark outside, giving you your best chance of completing the day’s first round of duties.

    P1: OTA/XYZ
    P2: ABC
    c03
    JWBT296-Pradeep
    June 7, 2010
    10:3
    Printer Name: Courier Westford, Westford, MA
    26
    The Buying Brain
    You pack the children’s lunches and their backpacks. You check each of their schedules, sign a permission slip for a field trip, and write a note to remind the nanny that your son has a dentist’s appointment and your daughter has a soccer match. You check the refrigerator and make a list of what’s missing—and what’s available for after-school snacks. You pay your bills before it’s time to wake your sleeping children and speed them on their way. Your brain has evolved to multitask, just as your ancestors did while gathering food, caring for children, and guarding their friends. You are a master of efficiency.
    The female brain is designed to multitask. With many more connections between her right and left hemispheres than a typical male brain, the female brain juggles tasks, emotions, logical input, and to-do lists with ease. So what? Marketers speaking to the female brain should be aware that she is attending to many “mission-critical” tasks as your message makes its way into her consideration. She will pay attention to information that helps make her job easier, and to material that celebrates her individuality and her mastery over the many critically important “little things” she gets done. See Figure 3.3.
    Figure 3.3
    The corpus callosum, which connects the two hemispheres, is more developed in the female brain.
    Source: Used with permission from istockphoto.com P1: OTA/XYZ
    P2: ABC
    c03
    JWBT296-Pradeep
    June 7, 2010
    10:3
    Printer Name: Courier Westford, Westford, MA
    Your Customer’s Brain Is 100,000 Years Old
    27
    Each child requires multiple wake-ups and constant reminders to brush, wash, and dress. A wardrobe drama ensues with your daughter, with tears and frustration leading the way from house to car. Your superior empathic skills read her distress and dissolve the problem quickly. You grab your laptop and cell phone and jump behind the wheel, making it almost all the way to school before you remember that it’s your turn to drive car pool today. You turn around, now late and frustrated, to drive by three more houses and endure the disapproving stares of the moms who load their now-tardy kids into your car.
    You unload the children at school and head for the freeway. Aggressive drivers edge into your lane, horns blast, and brake lights flash quickly. Your brain senses it’s in a life-and-death situation. Your heart pounds, your anxiety peaks, cortisol floods your system. Your brain has prepared you to deal with imminent danger and a probable attack. And it does so twice a day, every day—in every commute.
    You go to the office, hurrying in, breathless and late for your first meeting.
    As you present to your colleagues, part of your brain is drawn back to your children. Did you remember to pack fruit? Is the runny nose an allergy or the flu?
    You hunker down to your work, flying through requests and proposals, your multitasking brain accessing both hemispheres effortlessly. You skip lunch because you’re a little behind. At 2:30 p.m. the nanny calls. She is sick. Your children will be waiting alone at school in 30 minutes. Your brain is now flashing alarm signals to your entire system. The children must be protected.
    You pack your bags