There’s a primeval side to all of us that reacts pretty much without thinking. DM copywriter David Garfinkel calls this the Lizard Brain. If you can stimulate the Lizard Brain and get your target audience to respond without too much thought, you’re probably onto something.
Selling Rolex watches to the Lizard Brain probably won’t work. Products and services that appeal to the instinctive side of us might appeal to some type of anxiety (think insurance) or fear (think airbags). Can you write a “lead” for your product or service that appeals to this side of human nature? LC
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