What is a croc brain?
Oftentimes, we pitch our ideas and products and naturally want to reason with the target, using logic, facts, numbers, and arguments on why our product is the best. We do this without considering that the listener isn’t processing what we say with the part of their brain that can process high-level thoughts. They’re using their croc brain, a primitive system that is based on threat avoidance, novelty-seeking, and emotional responses. When people are presented with a new idea, they’re in defense mode. Their first thought is if this idea is harmful. You need to ease into the pitch.
Perceiving the world through the croc brain
Your croc brain is the triage center of your brain. They take in every new idea and information and decide what to give attention to and what to toss out. Its main goal is to preserve mental energy and only really use the other parts of the brain when it’s needed. You can kinda see how a lot of your good ideas and seemingly good ad copy can slip through and miss your target right?
Use this to your advantage
Understanding this helps you approach every pitch you’ll make in your life. Whether that is pitching a customer through email to buy your product or pitching an investor to give you their money, this will come in handy. You can learn to appeal to the target’s desires and avoid their fears, getting thru the triage center to get to the part of their brain that actually makes the decision. You can craft your pitch to create excitement instead of boredom, and desire instead of aversion.
What’s happening in the space?