How to sell the Reptilian Brain.

1. Pitching Past the
Gatekeepers of the
Human Brain
Live Tweet Hashtag: #GatorBrain
Twitter Handle: @glehel

2. 100K
Today
200 MM230 MM
60 MM

3. Humans Appear 1
Mile before landing
The Last Mile of 2,300 Mile Flight
From LA to DC

4. Neocortex
Human Brain
Logic/Abstract Thought
Limbic System
Mammalian
Emotions/Empathy/Parental
Reptilian Complex
Survival/Reproduction

5. Humans Make Rational Decisions Irrationally

8. 1. Avoid Pain/Death
2. Self Absorbed
3. Seeks Familiar
4. Concrete vs Abstract
5. Black & White
6. Relativity
7. Visual
8. Brain Fatigue

11. Pain & Death Strategy
• Without Pain There Is No Change
• Sell to Pain
• Frame Benefits as Loss Statements & Not Gain

12. Everyone’s Favorite
Station
WIIFM

14. Self Absorbed Strategy
• Talk Directly To Each
Human In The
Audience
• Hurt/Rescue
• “Imagine You Are”

15. If You’re Currently Alive & You’ve Seen It Before There
Is A High Probability It Didn’t Kill You

17. Seeks Familiar Strategy
• If It’s Revolutionary – Analogize
• References
• Social Proof
• Safety In Crowds

18. Former Chief Marketing Officer USSR
Joseph Stalin
‘When one dies, it
is a tragedy. When
a million die, it is a
statistic.’

19. 2015 Chicago
Gun Deaths

22. Concrete vs
Abstract Strategy

24. Sales Methodologies Competitive Chart
Factor PSS Spin Nueroselling
Agreeable   
Reliable   
Effective   
Efficient   
Expedient   

25. Black & White
Strategy
• Pile On!
– Reference Stories
– Product Comparison
– The Kitchen Sink

26. The Mind Is A Relative Engine

27. Julie was an adequate student. She
spent more time during schools
volunteering & championing social
issues than on her studies. What
does she do now?
1. Dental Hygienist
2. Bank Teller
3. Librarian
4. Dental Hygienist with 3 Kids
5. Bank Teller who Volunteers for the ACLU
6. Librarian & Avid Cyclist

28. Relativity
• 30,000 car delivered
• 29,500 drive 200 miles
• $500
Choice A:
Car Delivered To
Your Home
$50,000
Choice B:
Drive 1 Hour To
Buy A Car
$49,500

30. Relativity Strategy

31. Visual

34. Brain Energy Use
The Most Energy
Hungry Human Organ
The Brain Uses 20% Of
Our Resources

35. Hybrid Brain

37. Brain Fatigue Strategy
• Give Your Most Important Point 1st & 2nd
Most Important Last
• Break Your Presentation Up Into Little Mini
Presentations
• Use Pattern Interrupts
• Meal Time Scheduling

39. Lessons
1. Avoid Pain/Death
2. Self Absorbed
3. Seeks Familiar
4. Concrete vs Abstract
5. Black & White
6. Relativity
7. Visual
8. Brain Fatigue