Spark #02 – Unleash your audiences’ inner beast to communicate with impact
Getting in our heads
Neuroscientist Paul Maclean proposed that we humans have three parts to our brain – the reptile, mammal and human. And it proved so persuasive in shifting behaviours that it transformed the way people thought about decision making.
Whether or not you agree there’s a reptile, mammal and human metaphorically hanging around in our skulls, Maclean’s model has great relevance in the world of communications, by shaping how we can connect with others in the most powerful way possible.
Let’s see what that looks like in practice.
Trust your instincts: The reptile
When did you last make a snap decision for no reason, other than it just felt right?
We talk about gut instincts, but deep down we all know it’s not our digestive systems in the driving seat.
Welcome to your primal brain, or reptilian brain – the hindbrain and medulla, if you want to get all fancy pants.
According to Maclean, it’s been influencing our base instincts of drive and survival for millennia.
Our reptilian brain wants things to feel right, instantly – to have an immediate sense of personal connection.
So how do we apply that to shaping our communications? It’s all about first impressions.
So whether you’re keen to inspire your colleagues to embrace change or encourage them to take ownership of a new health and safety programme, draw them in with an inviting look and feel. Give them a taste of the future – and ensure they see themselves in it. Make your communications personal – speak directly to your audience, ask them a question, use the word ‘you’ to put them at the centre of your messaging.
Follow your heart: The mammal
People wax lyrical about following their heart or wearing their heart on their sleeve.
I hate to be the non-romantic in the room but the heart pumps blood around our bodies. It doesn’t make decisions. But it’s a beautiful metaphor that’s been around long before advances in neuroscience, and describes our ‘emotion-processing network’, AKA the mammal brain.
Tapping into this part of the brain helps your audience draw the links between your organisation’s purpose and values and their own.
Videos, animations or a champions network are all powerful ways of give your key messages that authentic, real feeling – building trust.
Head in the game: The human
Our neo (frontal) cortex, AKA the human brain, likes to think of itself as the clever clogs of the pack.
It loves logic, facts, data, stored memories – basically anything that gives us the rationale for trusting what we initially felt in our gut.
Crack into this part of the brain by giving people the detail – provide them with information that answers, ‘what’s in it for me?’. Give them the evidence they need to make a rational decision.
So which cognitive beast is most important?
One part of our brain might shout louder than others at times. Reality is they all listen. Sometimes they argue – and a decision made on instinct can quickly be called into question once our human brain starts demanding the facts.
And isn’t that one of the joys of being human?
By knowing the nature of the beasts, you’ll enjoy knowing how to communicate with impact by appealing to all parts of the brain.
Who knows what possibilities it might unleash!
Ready to fire up your neurons?
Whether you’re looking to untangle a knotty strategic conundrum or keen to nurture a more inclusive culture, we’re all ears – and excited about building a powerful partnership that’ll achieve your boldest ambitions.
The Spark of an idea, a feeling, a sense, a curiosity.
It’s the best catalyst for creativity, connection and breakthrough thinking.
This is your weekly spark – who knows what it might ignite for you.
Insights and Resources
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