Applying Neuropsychological Principle Into Strategic Marketing Strategy By Dr Leow Chee Seng, Certified Professional Marketer (Asia) Council member of Institute of Marketing Malaysia However, in marketing, I would describe the brain as the new brain that processes rational data, the middle brain that feels in order to process emotions and gut feelings and finally the old brain that decides by taking account the input from the other two brains. As a successful marketing, we have to learn how speak the new language to motivate and inspire our old brain. There are six stimuli that speak to the old brain that would be able to do decision. First principle is self- centered. Our old brain is responsive to anything pertaining to self. You should focus 100% of your mes- sage as a seller on your audient, not on you. Remem- ber, your audience must hear what you can do for them before they will pay kind of attention to you. The second stimuli to your old brain include showing to the old brain the contrast such as before/after, risky/safe, with/without or slow/fast. In general, the greater the effect of contrast, the higher chance it triggers a decision. Old brain needs tangible input. Remember, our brain always scan for what is familiar and friendly, concrete and immutable and recognization. When designing prospectus or writing up, avoid using “a flexible solu- tion”, “an integrated approach” or “scalable architec- ture”. You may improve the writing up my writing, “more money”, “unbreakable” or even “reusable”! e are exposed to more than thousands of sales messages daily. Each message tends to prove to us their product innovation and various differentiations in order to win the market. The strate- gic advantage marketing strategies are applied in different products. Hence, selling in fact is becoming tougher than ever. Now, consumer behaviourists discover that there is a need to learn what neuroscience has uncovered that will immediately increase your selling and create purchase behaviour. Marketing through neuropsychological principle focuses on the highly effective techniques to help you deliver powerful, unique, and memorable presenta- tions that will have a major, lasting impact on poten- tial buyers. With applying neuropsychological principle market- ing strategy, we pressed the “buy buttons” and rapidly deliver convincing sales presentations, shorten your sales cycle, close more deals, create effective market- ing strategy and radically improve your ability to influ- enced others. As the result, you are able to boost your revenue and profits. According to neuroanatomy, brain lies in the cranial cavity and is continuous with the spinal cord. The brain is conventionally divided into three major division cerebellum, cerebrum and midbrain. W 30 FEATURES SELF CENTERED OPENING AND FINALES VISUAL EMOTION CONTRAST TANGIBLE INPUT The Six Stimulus