Marketing: Appeal to the Left and Right Brain

By Audrey Seymour

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In order to make the difference you are meant to make, you need to get the attention of your intended audience. Yet in challenging times, buyers are more discriminating than ever, so you need to demonstrate high value in order to make a sale.

If you communicate the value of your offer in both right-brain and left-brain language, you will help others resolve any conflicts between their desires and their bottom-line needs. If your work is meant for them, they will know it without a doubt.

The right-brain aspect of marketing evokes an experience that your target clients want to have more often, while the left-brain aspect speaks to their rational mind by promising certain results for a price that matches the value.

One way to appeal to the right brain is to describe what a prospective client will feel if they use your product or service: "After taking this class, you will feel empowered and lose all fear in front of groups."

For an even stronger impact, take them directly to the experience of their future result. Consider this sentence instead: "Imagine standing in front of your audience, enjoying a sense of power and ease." If you were a prospective client with stage fright, which ad would inspire you more?

Another important part of the right-brain experience for your audience that can be overlooked are the indirect influences such as the "look and feel" of your website and even the sound of the words that you choose in your writing and speaking. These are components of the "essential brand" I've talked about in previous articles.

For example, if your brand includes the qualities of warmth and authenticity, the use of formal third-person language would drive away your favorite clients because it wouldn't hit the sweet spot for them. Ultimately, the goal of the right-brain aspect of marketing is to capture the imagination of your audience.

On the other hand, a left-brain statement ties your work to tangible results that can be measured. These benefits could be broad scale such as increased income or better health, or as specific as a new skill or tool.

Here are a few samples of that style: "You will leave this class with a outline for a talk that can be scaled from an hour presentation to a daylong workshop." "Learn how to write a polished business plan that will appeal to investors."

Have you been focusing on one style of marketing yet neglecting the other? Take the time to review your promotional materials with an eye to this perspective.

Reflect on your ideal clients. You'll know them because they bring out the best in you. What experience are they longing to have, and what bottom-line needs of theirs can you fill?

© 2009 Audrey Seymour. All rights reserved.

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