If you want to make more sales, market to the lizard brain…?

…it’s something I used to do, and teach.

(I’ve changed my mind.)

By “lizard brain” I mean the parts of our humanity that are governed by fear, greed, impatience.

A few years ago, I stopped “marketing to the lizard brain.” My conscience could no longer allow it.

It’s true: my sales cycle is longer now. (I no longer get people who hear about me for the first time to almost instantly buying something from me.) However, the clients I now get are a better fit for my work. And, I’m able to connect with them about my higher values, which makes our work together much more fulfilling.

Most importantly, my marketing is no longer going against the values and virtues I believe in. I made the commitment to prioritize virtues and values above sales “results” (at least in terms of short-term ROI, and instead, favoring longer-term relationships, tribe-building, and even “karmic” return!)

Those who market to the lizard brain are breeding more lizard-brain-dominance in their audience.

By inciting their audience’s lizard brain, marketers are, unfortunately, gaining more control over their audience.

Instead, I want to grow the free choice of my audience, not diminish their self-determination for my own profit.

By exciting the lizard brain,
those marketers are also breeding more fear, greed, and impatience in society.

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When I stopped doing this type of marketing, I also made the choice to stop supporting those companies that use such tactics. This means I choose not to use some of the software and services that are so popular in my industry. (I’m not going to name them, but you’d probably recognize them if I did.)

Am I at a disadvantage? It may seem so, from the perspective that I cannot make sales as quickly or easily as others can. But from a longer-term (even “soul”) perspective I am glad to reserve my time, energy, and mindshare for strategies that support higher virtues in society.

And, there are many other ways to make sales. (These days I am happy to say I have a completely full coaching practice, without using lizard-brain tactics.) I try to stand for those higher ways in my own business, and teach them abundantly in my content. I hope it will cause a positively reinforcing ripple effect.

May more of us commit to more compassionate and wiser marketing so that it becomes the norm!

George Kao is a marketing & business coach who values authenticity, service, and personal growth. He has been featured on hundreds of webinars, telesummits, and podcasts. He loves giving away all his training and content for free, and earns a living only through his 1–1 coaching. To get his best trainings & content in a single monthly email, subscribe for free at www.georgekao.com/email

This blog post is freely licensed with Creative Commons (CC BY 4.0)

Share it forward (you can even improve upon it if you’d like) and help make the world a wiser, more compassionate place!

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Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity" https://www.GeorgeKao.com

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