Last year, I attended a Neuromarketing Workshop put on by Patrick Renvoise of SalesBrain. The program was graciously hosted by Vistage.
The neuromarketing concept is intriguing. It speaks to the concept of delivering the right message to the ‘old brain’, because essentially the old brain responds to these six stimuli:
> Self-centered
> Contrast (something unique)
> Tangible
> Beginning and end
> Visual (the ‘native mode’ of the old brain)
> Emotional
During this helpful workshop, Patrick shared a useful ‘fact’ for which I have not yet been able to find a source. He said that a way to reach those crazy busy people is to use one of these top ten words within your oral and written marketing communications (not listed in any particular order, except for #1):
1. YOU (and/or your own name)
2. Money
3. Save
4. New
5. Discovery
6. Energy
7. Results
8. Proven
9. Health
10. Love
I believe Patrick cited Harvard Business Review as his source, and no doubt some similar ‘official’ list is prevalent in the texts for advertisers. I just have not been able to find it.
So I ask of my readers, how many of you put these words to good use in your own email subject lines, regarding lines for letters, and within your everyday language during business encounters? {Interesting how ‘love’ is included!} How do you make sure not to overdo it? Feel free to send private emails or posts.
P. S. As an aside, even though I could not find this actual list on the internet, I did locate 10 Business Words to Ban on HBR. It was published in February 2009. I wonder, have these words been reduced? Can’t deny that I’m still guilty of using one or two!