The Subconscious, Getting People to Like You, and the Power of Storytelling
All of us need to influence others. To make an impact, we must convince the people around us that our ideas are worth considering. Today’s guest Roger Dooley, has fascinating insights into the subconscious, the most powerful word in marketing and why we all gravitate to stories.
Roger’s book, Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing explores how to be more effective at marketing by taking into account the way our brains function. Roger also has a popular blog called Neuromarketing and writes Brainy Marketing for Forbes, so he’s certainly an expert in the field.
In this interview, Roger and I discuss:
• Marketing for the subconscious brain
• The need to focus on both emotional and rational decision-making processes
• How to get people to like you
• Why reciprocity is key to successful marketing
• The most important word in advertising
• Why storytelling is so effective
(Scroll down for more in-depth podcast notes.)
Listen to my interview with Roger Dooley.
0:00:00: Michael and Roger establish that we are all marketers, to some degree. Roger explains that we are mistaken in assuming that humans are rational creatures, and reveals the surprising percentage of our decision-making brain processes that are actually subconscious. He points out that advertising must focus on emotional appeal, as well as rational appeal.
0:05:00: Roger explores one of the common mistakes business-to-business marketers make. He and Michael discuss how to get people to like you, which is crucial in order to win them over and exert influence.
0:10:01: Michael asks Roger to elaborate on the role reciprocity plays in successful marketing. Roger reveals the most important word in advertising.
0:15:07: Roger and Michael chat about various experiments that demonstrate the power of the subconscious mind, when it comes to decision-making. They touch on the “fluency effect.”
0:20:07: Michael asks Roger to explain why storytelling is such an effective influencing tool. Roger concludes by directing listeners to rogerdooley.com for more information.