We all know that our brain consists of two hemispheres: left and right. And both of these hemispheres play different roles. The left brain is resistant to new information regardless of how brilliantly it is presented. Further, the left brain will generally not process new information coming into the brain unless it has first been processed by the right brain. Knowing that, you should never again freight an ad with copious details about the features of a product. It simply will not get processed.
Instead of telling customers how great your products or services are tell a story. I know you’ve heard that before, but how often do marketers really take that advice to heart?
The right brain pays attention to stories but not lectures. Stories should be word pictures because the right brain’s command of verbal language is somewhat primitive. It is the visual side of the brain, so the pictures it gets. The verbal arguments it does not.
As an example, when you present a new idea, especially an out-of-the-box idea to a client or colleagues and get a negative response, it is almost certainly their left brains that are giving you thumbs down.
A very insightful video on the chemistry of both hemisphere, and how can we come out of our left brain delusion of our own identity:
Also a very interesting article published in The Wall Street Journal: The Battle of the Brain