Dear Business-Builder,

What is the one discipline Claude Hopkins, David Ogilvy, Robert Collier, Jay Abraham, Dan Kennedy and countless other legend’s in marketing, sales and copywriting learn and master to turbo-charge the bottom of line of their clients businesses as well as their own business that you haven’t learned and mastered yet?

They all learned and mastered the #1 way to persuade, influence and ‘control’ their prospects and clients minds and behavior, was and still is to get inside your prospects & clients minds (figuratively speaking) and communicate to them the way they would talk to themselves. They all mastered the rules, laws and principles of Scientific Marketing in their marketing communications to the prospects & clients.

What is Scientific Marketing and why is it critical to your business-building success?

Let’s first define the words science and marketing as I see fit.

Science – the intellectual and practical activity encompassing the systemic study of the structure and behavior of the physical and natural world through observation and experiment.

Marketing – the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Scientific Marketing is the integration of the Neurosciences and the fundamentals of marketing. We’re not going to get into the details of neurosciences but, in order to fully appreciate the power of scientific marketing… let’s talk for a moment about brains… yours and mine.

There is a part of the brain called the Reticular Activating System (RAS). It’s believed to be the center of arousal and motivation in all mammals – including us humans. However, the RAS has another function and it’s of upmost importance.

Before I explain this scientific marketing crucial function, have you ever had any of these experiences?

Situation #1
You just bought a particular make, model, year or color of a car and all of sudden you start seeing the car all over the place? Obviously, the cars have always been there, but you didn’t notice them before because you weren’t focused on it, and now all of a sudden you do.

Situation #2
You’re in a loud and crowded place (be it a party, concert, NYC subway station, sporting event, bar, etc) and you’re having a conversation with someone. Your conversation is one amongst many that are going on all around you. You aren’t paying attention to the other conversations going on around you.

Then all of a sudden either your first, last or full name is mentioned in one of those conversations. In an instant, your attention shifts to where you heard your name mentioned.

So, what’s going on here? What just happened?

Our brain is continuously taking in millions of pieces of information, but our conscious mind is incapable of ever handling all of it – so our brain has developed a filtering system to keep us sane.

That’s where the RAS comes in to play.

It’s the part of our brain that decides what we pay attention to. It makes the decision in a fraction of a mili-second based on what we already have engrained deep in our memory.

That’s why you hear your name during your conversation at a party or why you notice that new car you’ve purchased or considering. Anything that grabs and keeps your attention and focus.

Scientific Marketing leverages every new discovery about what triggers the RAS. That’s why it’s so incredibly powerful.

Successful integration of the neurosciences into your marketing activities is designed to penetrate and register with the RAS in your prospects and clients minds to gain preeminent positioning for your product and service offerings.

Now that you’ve realized the vital role the RAS plays in Scientific Marketing, the next step is to figure out how to get your name, products and or services to resonate with your prospects and clients RAS?

Stay tuned for Part 2 where we’ll delve into the rules, laws and principles of persuasion and influence to help you become a much better Scientific Marketer in all of your communications with your prospects and clients.