I loved Netflix’s series, “Daredevil.”
It’s based on the Marvel comic book character, Matt Murdock.
Blind lawyer by day. Vigilante at night.
Because of an accident that happened when he was a young boy, Matt has a highly tuned sense of sound. He can hear what people are saying or how they’re moving from yards away. Even through walls.
He also has some seriously lethal ninja moves. Put another way, Matt Murdock’s “lizard brain” has been finely tuned like a Stradivarius violin.
He not only understands the whole concept of “fight or flight” – he has the master blueprint for the escape routes.
He’s competent, strong, smart… and usually ends up on top.
Not surprisingly, his best friend and partner, Foggy, is loyal to him. And their law firm assistant, Karen, is in love with him.
He’s a stand-up guy, has solid scruples, and doesn’t put up with manipulators, liars and thieves.
Simply put – he does the right thing.
So what does this have to do with your own superhero quest to get more business?
Glad you asked. You see, your prospective customer goes through life primarily relying on their lizard brain.
The initial question every one of them will ask: “Is this a threat?”
They’ll then respond with action. The old “flight or fight” mentality.
This means either they’ll ignore your message or they’ll give you a chance to tell them more.
We tend to think that our prospective customers are initially convinced by logic. If we only present them with the cold hard facts (ex. “Our product XYZ is better than our competitor’s because it’s made out of titanium steel and will last forever…”), we think we’ll win the sale.
The truth is, you have to hit ‘em right in the ol’ lizard brain first.
There will be time to offer proof of your product or service’s superiority. But before that happens, you’ve got to grab attention.
And that attention needs to be directed straight at the lizard brain.
You have to convince the other person that your message is not a threat.
And by threat, I don’t mean “threat” as in threatening someone life.
A threat can be anything that bothers someone or potentially takes him or her off track.
Your prospect’s lizard brain wants information in a certain way.
Simple. Clear. Non-threatening.
And above all, intriguing and novel.
This is why straight, cold-hard facts rarely convince anyone to buy.
But appealing to their need to be seen as more successful than their neighbor, does.
Daredevil takes action.
He realizes that he can’t just stand around and do nothing.
He doesn’t want Hell’s Kitchen – his beloved hometown – going down the tubes because of the Japanese mafia.
If you want your prospect to take action, you have to approach them the right way.
And with the right words. This especially goes for email marketing.
You’re battling a ton of “bad guys” in that zone… … boring “bad actors” who couldn’t hold attention if their life depended on it.
If you want someone in your corner who will teach you ‘ninja-like’ moves for writing copy that grabs attention, let me know.
We’ll conquer the lizard brain together… and then head back to Josie’s Bar for a drink, knowing tomorrow will bring more battles to win. ;-)
Your superhero sidekick making you look great…
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