How The Gut Brain Axis Matters Most In Todays Advertising.

Marketing is no longer about the stuff you make, but about the stories we tell. Nowadays marketing is no longer as kind as it used to be. A raw bleeding reality is unfolding, a world that couldn't care less about what you make or what you're telling us. If its not genuine and visceral, clever but clear messaging that includes a narrative about how your personal brand helps, inspires or transcends mundane or special life problems its lost in the noise. It dies in a world inundated by stimuli, a world where now only gut responses remain.

Psychology calls this gut instinct the 'ID' and as the oldest part of the brain, it stems from what science calls the reptilian part of the brain which connects to the limbic system. Responsible mainly for the sole purpose of navigating danger and keeping us safe, this brain area can only respond with instinctual and primordial signals!

Unless your marketing includes story and narrative, the limbic system is not going to have any fun with you. With electronic prompters, blinding light, continuous stimuli and mixed messaging coming at us at an exorbitant rate on and offline, the limbic system is exhausted and fearful as is the brain tirelessly driven into fast speed beta brainwaves. Responding to adverts has been rendered now to a gut response, its just too painful and tiring otherwise. So to speak to the gut response of your viewer, first decide ...

What story are you telling? 

1. Talk about your brand not your deep self

2. You don't need to share all your Vulnerability

3. Rather tap into the shared humanity by expressing your emotions

4. Make sure you explain your values

5. Nostalgia is vital to connect with others

6. Trust is key when telling your story

7. What is familiar? Use that to connect more

8. Add the human touch and empathy

9. Keep your story going... Be consistent!

10. Be relatable, this advances with empathy. 

11. Keep in touch with the market and changes therein.

12. Create comfort in your marketing message.

Millions of nerves and neurons run along the gut and brain axis, and neurotransmitters and other chemicals produced in your gut also affect your brain. For marketing messages to "reach" a prospective clients nowadays, they must bypass these now easily exhausted transmitters and feel safe to our gut.

One of the best way to avoid provoking a threatening response from an over tired gut brain axis bombarded by fear based marketing is to speak to the archetypes of life. Find the narrative, include a hero and a villan or reveal the wisdom of the yoda in your star wars.

A narrative that is genuine and preferably touches the heart, creates comfort, reliability, and one that is relatable will soothe and seduce the viewer to 'feel' what you're about, and (if you're safe). No more manipulation - or at least a lower level of it - is possible. Just as well, for the viewer you need for your business to succeed is a client that converts out of real connection and interest because this is the only client that buys again!

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Heleniq A is a Peak Performance Expert for leading edge luminaries, influencers and revolutionary female leaders. #9stylesofleadership #womenoftruthx.

See www.heleniqa.com or ask to join the Women of Truth Inner circle if you are going global or wish to launch in Europe. www.cypruswomenconference.com.

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