The Empowered Entrepreneur — by Zach Marañon
December 27, 2023

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Hey bud,

In college I completed a degree in business management.

It was a mostly logical decision for 3 reasons:

1. I had no idea what course to take and business management seemed to be the most general one.

2. I’d heard that business management was one of the easier courses.

3. My family has a few companies in different industries — business management seemed like the most applicable course to take.

And while I don’t have any regrets with the course I completed, if I could go back in time, I’d choose to take up a marketing course instead.

Why?

I’ve always been intrigued with how people think and why they decide the way they do, and in many ways, marketing is like the human psychology of the business world.

I also enjoyed marketing classes a lot.

Now that I’m building my one-person business, it looks like the perfect opportunity for me to study marketing principles and how it relates to building a successful personal brand and business.

In this issue of the Empowered Entrepreneur, I wanted to share with you the basis of Neuromarketing ideas I’ve been learning.

Neuromarketing is a field of marketing that applies neuropsychology (the study of the relationship between the brain and behavior) to customers’ buying decisions.

It uses neuropsychology to further understand how to effectively get marketing messages across to your ideal customers.

These principles will help you if you are a financial advisor, an entrepreneur, or you are in any line of work where you are responsible for attracting potential new customers.

If you fall under none of these categories but are an aspiring sales professional, financial advisor, or entrepreneur these principles will still be helpful for you.

If you are just someone that enjoys reading business and marketing articles, then you’ll probably find this interesting.

As a disclaimer, I’m not sharing these ideas with you because I’m some expert in marketing and have created massive results in my business. Far from it.

I’m sharing this with you because I find these ideas interesting and useful, and you may as well.

Let’s get into it.

Human Behavior and Marketing

According to neuroscience, people’s conscious mind rules 2-5% of their actions, decisions, and behaviors on a daily basis.

On the other hand, people’s subconscious mind rules 95-98% of their actions, decisions, and behaviors.

This means that about 95% of your decisions on a day-to-day basis are made unconsciously.

Your subconscious mind runs the show majority of the time.

Let’s go a bit deeper on the part of the brain that is responsible for our subconscious mind (stay with me on this).

In the image above, we can see 3 parts of the brain:

1. The Neocortex

2. The Limbic Brain

3. The Reptilian Brain

The Neocortex is responsible for all our conscious thoughts and behaviors (2-5% of our thoughts and behaviors)

The Limbic Brain and the Reptilian Brain are responsible for our subconscious thoughts and behaviors (95-98% of our thoughts and behaviors)

This is where the expression “People buy based on emotion and justify with logic” comes from.

Because at the end of the day, we make decisions that will give us the biggest chance of survival (Reptilian Brain) and that will move us away from pain and towards pleasure (Limbic Brain).

Knowing this, does it not make sense to then speak to people’s Reptilian and Limbic brains when marketing our products or services?

The problem with most sales professionals, financial advisors, and entrepreneurs I see online that aren’t creating results with their marketing is that their message hits the logical brain (The Neocortex), but doesn’t appeal to the limbic bran or reptilian brain.

Here’s something I learned that’s helping me find clarity in the messaging of my marketing:

• What are the pain points of my ideal customer?

• How does my product or service solve those pain points?

• What does my ideal customer fear most?

• How does my product or service alleviate those fears?

• What emotions does solving my customers problems elicit?

Answer these questions for yourself so that you have a basis of how to best get your message across to your ideal customer.

Now, notice how the goal of these questions are always to solve a problem of an ideal customer?

That’s the essence of marketing and sales — helping people become aware of problems they might not even know they had, and helping solve those problems.

In Conclusion

There’s so much more I want to share with you.

From diving deeper into the 5 stages of customer awareness which we went over in last week’s issue of the Empowered Entrepreneur, to learning to use different psychological concepts in marketing such as:

• Social Proof

• Reciprocity

• Information-Gap Theory

But talking about those will turn this letter into a whole e-book, so let me know if you find these ideas interesting.

I’d be happy to write more about them in the future if that’s the case.

If you’d like to know how to use these ideas in your own marketing so that you can attract more potential clients, leave me a message or reply to this email and I’d be happy to talk about implementation strategies with you.

That’s it for this week.

Watch out for an announcement as I’m planning to make some changes in the type of newsletters I’ll be sending out in 2024.

All the love,
All the power,

— Zach Marañon

P.S. Whenever you are ready, there are 3 ways that I can be of help to you:

1. Follow me on Instagram here if you want a source of bite-sized ideas and content that can help you reach your next level in life.

2. Book a free kick-off conversation for one-on-one coaching here if you are an entrepreneur or sales professional currently looking to create solutions to a problem or challenge in your life but you seem to be stuck.

3. Download my goal setting guide here if you are wanting to create clarity on your desired outcomes (Free until 100 downloads — and then I convert it to a paid resource).

P.P.S. If you are from the Philippines and are looking for a personal mastery workshop to help you experience growth and transformation, check out Discovery by I Am Plus Coaching and Training Systems. It’s where my journey of self evolution personally got fast-tracked.