How Grey Matter Can Make Your Marketing Impossible To Ignore

Have you ever been in an airport or anothersub-conscious brain that functions up to 800x
crowded place with hundreds of conversations,faster than our conscious cells can. In fact, brain
announcements and other noises occurring, and -scientists believe that these signals are sent at
from out of nowhere - heard your name called?over 100,000 MPH! No, I didn't type an extra zero
If you have a common name, this probablyor two there - ONE HUNDRED THOUSAND MILES
happens to you on many occasions...PER HOUR! The formula one race cars average
What do you do when this happens? You instantlyaround 220 MPH to put that in perspective for
stop what you're doing and look for the source,you.
right? In a crowded place like that, you quicklyThe RAS is constantly looking for things that you
scan the environment to see if you were thedesire, are familiar, dangerous or problematic. It is
intended target. If you don't see anybody youscanning input from your 5 senses and
know or have no reason to be called over theimmediately sorting it by order of importance.
intercom, you quickly go back to whatever youThis is why you can clearly hear your name in the
were previously doing.presence of thousands of other words coming
Or, if you're a parent, what about the child cryinginto your ears. This is why you can be in a deep
in the middle of the night when you're in a deepsleep and suddenly be awakened with the soft
sleep? That sound instantly snaps you out of yourcry of your child yet stay deep asleep with
sleep into awareness ready to take action,traffic, sirens, television and other common noises
doesn't it?coming in from your environment. Pretty
How about this one? You've just purchased ainteresting stuff right?
new car. It doesn't matter what make, model orSo, why on earth is this relevant to you
color it is, after your purchase you suddenlymarketing your self-storage facility?
notice the exact same car all over town.I'll get to the point...
I could go on for pages about similar occurrences,Right now, your prospects have told their RAS
but I won't...you get the point.(whether they know it or not) that clutter is a
Understanding what's happening in that type ofproblem. They have told their RAS that they wish
situation is critical to marketing success.they could park their new car in the garage. They
In our last message we discussed the first stephave told their RAS that they wish they had a
of marketing success called, Interrupt orplace to store their business supplies. And so on.
Attention.By interrupting them with familiar, problematic or
Although it sounds easy enough to do, doing itdesired situations, their RAS automatically, without
CORRECTLY is not so easy...fail, makes them pay immediate attention to your
To understand the art of interrupting or gettingmessage.
attention, let's go back to the gooey grey matterCongratulations, you've successfully gained your
that lies between our ears.prospects attention...
Do you remember Alpha and Beta from the lastBut, that's only the first step. The next part of
message? In order to snap a person from Alphathis equation is to ENGAGE them or gain their
to Beta, you must understand a section of theINTEREST into your advertisement. This is a
brain called the Reticular Activation System (RAS).critical step that I believe is a major cause for
The Reticular Activator is like your ownadvertising failure today.
super-powered search engine. More powerful thanIn our next message we'll discuss proven
anything you'll find on the internet for sure. Themethods for ENGAGING or gaining INTEREST into
RAS is a network like group of cells in ouryour advertisement.