To sell, speak to all three parts of the brain

You have got three brains, and each one of them plays a role when making decisions. 

So… What are these three brains?

1. Old brain (reptilian): The survival brain that is driven by our primal instincts. You are in the lookout for survival, for protection.
2. Mid-brain (mammalian): The emotional bit that drives your decisions. Happiness, anxiety, and sadness that drives your state of mind.
3. New brain (Neocortex): The logical part of your brain that helps you make rational decisions. Here is how you are going to win… Let’s do the math.

… and so if you want to influence others to make decisions, for example, to buy something online, you want to cater your message to speak to all three of those brains.