ANNIVERSAY ISSUE 0717

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BUSINESS It’s Not What They Say, It’s What You Hear By Jordan Summers Ann Convery blends the rules of the ancient Lizard Brain with her clients’ signature marketing or business message. As a result, the entrepreneurs and business owners she works with experience a steady increase in prospects, customers, and business. In Entertainment asked Ann to share some of her secrets. What’s the Lizard Brain? It’s the 450,000 year old reptilian brain. It’s our survival brain. We now know that the Lizard Brain actually triggers every decision we make, from what we eat for breakfast to who we marry. It’s the part of the brain that triggers the “buy” signal. How do you talk to it? It’s actually easy. There are very specific rules to communicate with this brain. But it’s so contrary to the way that most of us talk in business, that people have to train themselves to do it. So when you talk to the Lizard Brain, you’re addressing the brain that buys? That’s right. No one’s going to buy your service or product when you first meet them or when they jump on your site. But if you communicate with the Lizard Brain, you can trigger a series of little “yes” decisions. Yes, they’re interested. Yes, they want more. Yes, they want to talk. You can keep this up until they decide to engage, buy, or sign. What’s a non-Lizard Brain message? One client came to me saying: “We’re a mid-cap insurance brokerage. We cater to manufacturers, distributors, health care, construction, real estate, transportation, municipalities”... etc. Zzzzzz What was the Lizard Brain message you created with him? Here’s the message that increased his referral rate: “Typically I find between 10K to 30K my clients didn’t know they had in 60 minutes or less.” How do you work with people? I work on two levels. First we grab attention. Together with my client, I re-word their pitch, introduction, speech, or any communication they have. We create messages that are all about your customer or prospect. This captures attention within 8 to 20 seconds. Really? 8 seconds? That’s the human attention span. It’s not only possible to capture attention in 8 seconds, it’s essential. And profitable. What’s Step Two? That’s my Secret Sauce. I embed simple neuromarketing techniques in every message you deliver. These techniques specifically target the Lizard Brain. So, you’re talking to the “decision-maker” every time you speak. It works online or off. Is communicating with the Lizard Brain effective? If you do it right, it’s so effective it should be illegal. People get more clients within two to four months. They increase their customer base. One client in Germany used these techniques and made 200K Euros in 24 hours. Who do you work with? I work with serial technology entrepreneurs – brainy types who need to pitch their new app or service to build a following, get more customers, and pitch to investors. I work with entrepreneurs and business owners who want more clients. How did you start? I started in media training – I prepared executives, professionals and authors to go on CNN, The Today Show, Good Morning America, the Wall Street Journal, the New York Times, and many other outlets. The techniques I used in media training to make sure my clients gave great interviews are almost the same techniques I use to create irresistible messages. Were you surprised? At first, I was shocked that it worked so well in business. Then I discovered neuromarketing and realized that I’d been teaching neuromarketing principles all along. The system is based in solid brain research. Any parting thoughts? Yes. Go Lizard. You’ll never go back. For more information contact Ann at (323) 644-7955 or ann@speakyourbusiness.com
As we continue CELEBRATION: 25, our next issue will bring more interviews with the people who are heading towards success in entertainment. We’re planning a re-union of those great professionals who have been featured on the covers of our past issues. That should be fun to discover what they have done over the years with their careers. And, watch for updates on the MADE IN THE USA FILM FESTIVAL. It will be an event like no other!!! So... stay in touch! RUSHIDAT PERCARIO KULKARNIS next... RABBAT “Like most marketers, film industry promoters are facing the problem of decreasing attention spans. Audiences today don’t even have the patience to watch a full trailer, but putting the gist of a movie into a bite-sized gif lets you capture potential viewers instantly - as well as provide a platform for continuous engagement.” – RICHARD RABBAT, Founder of Gfycat IN ENTERTAINMENT MAGAZINE 63
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KUDOS! As we continue CELEBRATION:
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ANNIVERSAY ISSUE 0717

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