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By Rosey Dow

Neuromarketing scientists call the fight-or-flight portion of our brains the “old brain” or the “lizard brain” because it was the first part to develop. This is the decision-making area that asks one eternal question: “What’s in it for me?” or WIFM. That’s the question every person in the universe asks when flipping the yes-no switch in the brain. The old brain is the survival center, the security system that blocks out everything that’s risky and confusing and opting in favor of the safe, delightful, and satisfying.

We’ve all felt the old brain kick in when walking through a store, seeing a great sale, and feeling an irresistible compulsion to pick up as many of the sale item as we can and head for the checkout. In that case WIFM would be both saving money and the promise of satisfaction, a double whammy. We know the item is good. We like it, so it’s safe. The price is right and that makes it delightful, and we’re looking forward to the satisfaction of using it when we get home. Or (in the case of ice cream bars) when we get to the car.

Neuromarketing is the scientific process of marketing to the old brain. Based on research, a marketer can use a certain approach and touch the old brain every time. People will line up to buy because they feel safe, the process looks delightful, and they are eager to feel the satisfaction. WIFM is the sublime combination of access and satisfaction-health, wealth, relationships, or any combination of the three-which the neuromarketer zooms in on.

This involves a specialized focus using trigger words that are based on a wide body of research. Words such as family, profit, and bankrupt snap right into the old brain and pull us in. They are words that have an instant connection to WIFM.

Prospect Profiling, on the other hand, is personalized and focused on individuals. Also based on scientific study, prospect profiling uses a series of specially formulated questions to define the values, tendencies, and frustrations of your unique prospects. Each solopreneur has his own distinct results and his own prospects. Each prospect’s word list will draw him in like magic because it was formulated to target his exact needs.

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For example, you might be sitting at an airport totally zoned out while the loudspeaker blares and never consciously hear a word. Then suddenly your name comes out loud and clear, and you instantly come to attention. Prospect Profiling uses words that will bring your prospects to attention in just that way. Their word lists speak to them and bring them to their attention. That’s when you can tell them exactly what they need to hear, so their WIFM filter gives them a nod, their yes switch flips, and they pull out their credit cards.

Can neuromarketing and Prospect Profiling work together? Absolutely. Using neuromarketing tactics, the unique word lists from Prospect Profiling become more powerful. Using Prospect Profiling, neuromarketing goes from broad research to laser-focused results that ramp up your marketing results.

Still, need help nailing down who your perfect prospect is? Get your free assessment at

Rosey Dow is a casting director. She casts the perfect clients who would take your business to the next level.

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