A few years ago, I stopped “marketing to the lizard brain.”
My conscience could no longer allow it.
By “lizard brain” I mean the parts within our audience that are governed by fear, greed, and impatience.
See the image below that breaks down a real example...
Yes, my sales cycle is a bit longer now. Rarely do I have people who hear about me for the first time, then instantly get triggered/incentivized to buy or opt-in.
However, the clients I now get are a much better fit.
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've made the commitment to prioritize virtues and values, above quick sales “results”.
(You might get short-term sales by manipulating people's lower selves, but over time this erodes your business relationships, true tribe-building, and your "karmic" return if you believe in it -- which I do.)
Those who market to the lizard brain are breeding more lizard-brain-dominance in their audience.
By inciting their audience’s lizard brain, marketers (and politicians) do in fact gain control over their audience... in the short-term.
Instead, I prefer to grow the free choice within 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. Even if it creates short-term profit, it is actually creating a world we don't want.
When I stopped doing this type of marketing, I also made the choice to stop supporting the 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 seemingly make sales as quickly or easily as others can. But from a longer-term perspective (or even a "soul" perspective) I am reserving my time, energy, and money for strategies that support higher values in society... so that all can benefit.
Truly, there are many authentic ways to make sales.
I am happy to say that by prioritizing service over selling, I now have a full coaching practice, without using lizard-brain tactics. (To understand this better, refer to my articles about authentic marketing.)
I am always exploring higher ways to run my business, and to teach what works. I hope it will cause a positively reinforcing ripple effect.
May we all commit to more compassionate and wiser ways of marketing, so that it becomes the norm!
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Since 2009, George Kao has been training and coaching entrepreneurs to build authentic businesses that cultivate fulfillment, freedom, and contribution.
George Kao is a Marketing Coach for small business owners, especially solopreneurs such as Coaches and Mentors. He focuses on ethical & effective ways to grow one's platform and build true livelihood.
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