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Your Content Disappears Because You're Missing These Neuroscience Triggers — Transcript

by Deirdre Martin | Cybersecurity Business Growth · 3,490 words · 518 segments · language en · Watch on YouTube

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0:00Unless your story creates what
0:02neuroscientists call a neurochemical
0:04imprint, cortisol to grab attention,
0:07oxytocin to build trust, and dopamine to
0:10spark anticipation and reward, your
0:13message vanishes. It doesn't just get
0:16ignored, it literally fails to stick in
0:18the brain. And that is the worst type of
0:20brand to have is a brand that is
0:23forgettable.
0:25Let me paint a picture for you. You're
0:27late night scrolling through LinkedIn
0:30when maybe you should be spending some
0:32quality time with your family or your
0:34loved ones or trying to switch your
0:37brain off and then on LinkedIn you spot
0:41yet another post that starts with I help
0:43business owners and instantly your eyes
0:46glaze over. Keep scrolling gone totally
0:50forgotten. And the worst part is it
0:52could be your post that people are
0:54scrolling past. I know that's harsh, but
0:57honestly, it used to be me. And
0:59sometimes it still is because here's
1:02what I figured out. It's not a content
1:05problem. It's a memory problem. So, let
1:08me explain what I mean by that. The
1:10average person is hit with around 10,000
1:13different brand messages every single
1:16freaking day. I'm talking emails, TV
1:20ads, billboards, bus stops, shop
1:23windows, and that's before we even touch
1:25social media. So unless your story
1:28creates what neuroscientists call a
1:30neurochemical imprint, cortisol to grab
1:33attention, oxytocin to build trust, and
1:36dopamine to spark anticipation and
1:38reward, your message vanishes. It
1:41doesn't just get ignored, it literally
1:43fails to stick in the brain. And that is
1:46the worst type of a brand to have is a
1:48brand that is forgettable.
1:51I've seen and felt this firsthand. And
1:54after some recent LinkedIn algorithm
1:57changes, both me and my clients have had
1:59those moments where we have wanted to
2:01delete the app all together. In fact, I
2:03ran a strategy today with a client not
2:05long ago and right in the middle of the
2:07session, she picked up her phone,
2:08sighed, and said, "That's it. I'm
2:11deleting LinkedIn." She was sick of
2:12chasing that next dopamine hit, sick of
2:15comparing herself to others and feeling
2:17like So, right there and then in
2:19the middle of her strategy day, she
2:21deleted the app off her phone. Believe
2:23me, I nearly fell off the chair. But on
2:26a serious note, that's how deeply this
2:28stuff impacts us. And that's why story
2:31done right matters more than ever. And
2:35here's the thing, Hollywood knows this.
2:38They spend billions engineering stories
2:41that light up our brains. The reason you
2:43still quote movies like Top Gun Maverick
2:47or Star Wars or The Terminator isn't
2:50because they told a story. It's because
2:53they engineered a memory. And if you are
2:55serious about building a business that
2:57actually attracts clients, you need to
2:59do the same. And today I'm going to
3:01break it all down for you using my new
3:03proprietary dramatize framework that I'm
3:06so super excited to share with you. And
3:08I promise by the end of this episode
3:10you'll not only understand how to tell
3:12stories that stick, you'll never look at
3:14content the same way again, any type of
3:17marketing creation. In fact, I'm Dearra
3:20Martin, triplecertified award-winning
3:22coach, international best-selling
3:24author, and I help ambitious
3:26entrepreneurs make their first million
3:28without burning out, bottlenecking, or
3:30sacrificing what matters most. So, grab
3:33a coffee, maybe a notebook, because what
3:35I'm about to share with you may be the
3:37difference between your message
3:38disappearing into the ether, never to be
3:40seen again, or creating the chemical
3:44imprint in your audience's brain that
3:46makes them remember you, buy from you,
3:48and tell others about you. Okay, so step
3:52one of this framework is disrupt and
3:56define. Every story that sticks starts
4:00with a disruption. Think about Taken.
4:03One of my favorite movies. Liam Niss is
4:05introduced as this regular normal dad
4:07guy, but within minutes he has that
4:10iconic line, I have a very particular
4:12set of skills. And all of a sudden,
4:14you're like, what? He's not a normal
4:16dad. That's total disruption. It jolts
4:19the brain awake. Now, compare that to
4:23how most of us start our stories. I help
4:25whoever boring, predictable, deleted by
4:29the brain instantly.
4:31Disruption works because of cortisol.
4:34The brain hears something unexpected,
4:36senses a threat or novelty, and spikes
4:38cortisol to pay attention. So, how do
4:40you create that disruption in your own
4:42business story? You challenge the norm.
4:46You flip the script. You say the thing
4:48no one else is saying. And if this is
4:51making sense and you'd like to work on
4:52this as I'm going through it, you're
4:54welcome to download my free template
4:56from www. dearartin.ie/ eward sld drama
5:01ties storybuilder and then go ahead and
5:04take this action. Write the first line
5:07of a story or a post and then ask
5:10yourself, would this make my dream
5:12client stop scrolling? Okay, let's move
5:15on to step two. Relate and resonate.
5:19After you've disrupted, you need to
5:21connect. And here's the thing, you don't
5:24connect with perfect polished posts and
5:29professional type content on your
5:31website or on your social media bio or
5:34wherever. What you actually connect with
5:37is scars. Seriously, think Tony Stark
5:41and Iron Man. He is a billionaire
5:43playboy, sure, but the reason we root
5:45for him is because he's broken. He's in
5:48a cave. He's vulnerable. and he's
5:50literally forced to rebuild himself. And
5:53that's when we start to see ourselves in
5:55the story. We're trying to get out of a
5:57difficult situation when our backs are
5:59against the wall. And that's why we
6:01connect with Tony's dark. Your audience
6:04needs to see and hear and feel your
6:07human side, too. A great example of this
6:10that I can share that I've applied in my
6:12business was one of my very first
6:15LinkedIn posts when I started my
6:17business. was a LinkedIn video and my
6:20opening line went along the lines of,
6:22"You may not know this, but 2020 saw me
6:25lose my job." That moment of raw
6:27honesty, that's what makes people
6:29resonate. And here's what's happening in
6:32the brain. It this triggers oxytocin,
6:36what scientists call the trust chemical.
6:39And when you show vulnerability, the
6:41brain bonds with you. So here's action
6:44two. Share a scar in your story. a
6:47healed scar, not an open wound, and not
6:49the shiny highlight of it either. Share
6:52the moment that makes you human. Okay.
6:56Step number three, arouse anticipation.
6:59Now, this is the time where you're going
7:02to hook your audience with curiosity. I
7:05think a really great way to explain or
7:06describe what I mean by this is think
7:08about a TV series. You know that end of
7:11season episode, that finale where they
7:14always leave it on a cliffhanger, where
7:16you just have to come back next season
7:18to see what happened or Marvel's genius
7:21trick, you know, the teaser that they
7:22play after the credits, they share just
7:25a glimpse and suddenly you're desperate
7:26for the next movie. That's exactly what
7:30brands do, too. And some brands do this
7:33exceptionally.
7:35And recently, I only saw for the very
7:37first time Apple's 1984 ad. It's
7:40freaking genius. If you haven't seen it,
7:42I'm totally going to link it in the show
7:44notes. Go and check it out. And it
7:45literally describes what I'm talking
7:47about. But essentially, there's this
7:49heroine. She hurls a hammer at a giant
7:53villain on a screen and then the screen
7:56shatters and then the words appear. On
7:59January 24th, Apple will introduce
8:02Macintosh. And you will see why. 1984
8:05won't be like 1984. And so everyone
8:09knows something radical is coming, but
8:11nobody knows what that is yet. And that
8:13anticipation is irresistible,
8:16pure and utter genius. Now, this is
8:19super for you to apply in your business.
8:22If you're looking to build a weight list
8:24or if you want to pre-launch something,
8:27you can do this and build anticipation.
8:29You can get some pre-sales by literally
8:31leveraging this aspect. And here's why
8:34it works. It's because it's dopamine.
8:36And the cool bit about dopamine that
8:38people don't know, and I certainly
8:40didn't, is that dopamine isn't about
8:42pleasure. It's actually about wanting.
8:45Our brains release it when it's
8:48anticipating something good is coming or
8:51that we can, you know, latch on to
8:53something that's good. So in your story,
8:56say something like, "And then I
8:58discovered something that changed
9:00everything about how I dot dot dot fill
9:03in the dots." But hold it there. Don't
9:05reveal what's in the dot dot dots fully
9:08just yet. Let the tension build. That's
9:11how you arouse the anticipation and your
9:14action. Because there's an action for
9:16each single these steps and dramatize
9:18your next action. Should you choose to
9:20accept, can you guess where that's from?
9:22Write one line in your story that teases
9:24the solution without giving it away. So
9:27just one line that teases the solution
9:29without giving it away. Okay. Step four,
9:32magnify the moment. So this is where you
9:36make your story truly unforgettable
9:39because the brain doesn't encode vague
9:42statements like I was struggling. It
9:45encodes sensory details. So, and seeing
9:48as how I'm on like a movie world here,
9:51I'm going to keep going with that. Think
9:53Maverick, the new Top Gun movie. And
9:56think of Tom Cruz or Maverick Pete
9:59Mitchell, right? And he's literally
10:02flying in this super jet at Mac 10. The
10:05roar, the sweat, the blur. You don't
10:09just see it, you feel it. It's like that
10:12peace. our avatar at the tree of souls.
10:16When Natiri and the Na'vi, they connect
10:18through their cues. That's where they
10:19call her tails and they're feeling the
10:22pulse of Awa. The glowing roots, the
10:24colors, the sounds of thousands
10:26breathing and chanting together. That's
10:29sensory overload that lodges itself in
10:31your memory.
10:33One of my million eyes clients nailed
10:35this, too. We were workshopping this and
10:37creating a before and after scene from
10:39her own personal story. And she
10:41described a before scene and an after
10:44scene. But here's the before scene. She
10:46said it was like there was this stale
10:49pachuli stink of her ex boss's office
10:53who when you walked in she was wearing
10:55these Birkenstocks. Like how
10:58unprofessional was that? She used to
10:59wear Birkenstocks into work every day
11:02with these chipped red painted toenails
11:05sticking out from under them in this old
11:08musty office that was really dark and
11:11had 1980s wallpaper.
11:15You totally just pictured the monkey
11:16toenails, didn't you? Okay, I'm not
11:19going to lie. Sometimes mine look that
11:20my shoes at winter. Okay, you didn't
11:22need that visual, but there you go. You
11:24just pictured that, too, didn't you?
11:26Yeah, that's magnifying the moment. So
11:28here's the action for step for this one.
11:31I want you to take one before moment
11:33from your story and add at least one
11:36sensory detail. Now if you can write
11:38this about your clients if that's what
11:40you want to do. Take a sensory detail
11:42from your client's story and add it in
11:44as well. Think through what could you
11:46smell, what could they smell, what could
11:48they hear, what could they feel, what
11:50could they see, all of those things. So
11:52it's totally sensory. Step five, amplify
11:56tension. If there's no tension, there is
11:58no attention. So, think about the movie
12:01Speed. The bus can't go below 50 or it's
12:04going to explode. That's tension. When
12:06tension is created, the brain spikes.
12:09Cortisol. Cortisol kicks in and then
12:12like you just can't look away. That's
12:14what happens. So, your business story
12:17needs this kind of tension too. And how
12:20you amplify the tension is by raising
12:22the stakes. So in that first LinkedIn
12:25post that I mentioned earlier, I said
12:27something like so many businesses leak
12:29customers and sales through ineffective
12:31customer experience management. So your
12:34listener has to feel the cost of not
12:37changing or your reader, your audience,
12:39whoever. But use this ethically. Don't
12:42fabricate truth. Be real. Don't use it
12:45as a manipulation technique. Another
12:48example of this that I share when I'm
12:50explaining this to clients is that when
12:51I used to work in the bank and people
12:53would leave a lot of money in cash
12:55deposit, I was an investment advisor. So
12:58people would come in and I'd be
12:59explaining to them the different options
13:01available for their money with the bank.
13:03But what they didn't realize was that
13:04even though the money was safe, it was
13:06secure, it was in cash, it was in
13:08deposit, they couldn't technically lose
13:10their money, the value of their money
13:12was deteriorating as a result of
13:15inflation.
13:16if they did nothing, their money would
13:18be worth less by at by the end of the
13:20year. But they didn't know that because
13:23they couldn't physically see it. So, a
13:25lot of my work was educating people
13:27about how this stuff works. Does that
13:29make sense? So, when you're raising the
13:32stakes here by amplifying the tension,
13:34be truthful and trustworthy. And
13:36sometimes, remember, you might need to
13:37sprinkle in a little bit of information
13:39and education so that they understand
13:41what you mean. So, here's your action
13:43step here. Write down what happens if
13:46your client does nothing. And now
13:48amplify it until it stings. Okay. Step
13:52six, trigger surprise. The brain learns
13:56through surprise. There's actually a
13:58term for this called prediction error,
14:00which basically means your brain thought
14:02one thing was about to happen and then
14:05boom, something different happens.
14:08That's what makes the moment stick.
14:10Think the born identity. Jason looks
14:13like a helpless amnesiac. Then he takes
14:16out assassins with a pen. A freaking
14:19pen. Total plot twist, right? And that
14:22type of plot twist floods the brain with
14:25dopamine. And your story needs to do the
14:28same. So here's an example.
14:31The surprising truth about stories is
14:33that stories don't actually sell.
14:36Neurologically
14:37engineered stories do. That one line
14:41flips everything people thought they
14:43knew about story time. Okay, so your
14:46next action is this. Ask yourself,
14:48what's the unexpected truth my audience
14:50don't see coming? That's your surprise
14:52line. Step seven, illuminate the path.
14:56Now it's time to guide them through.
14:58Think Morpheus in the Matrix. He doesn't
15:00just say, "Wake up, Neo." He says, "You
15:02take the blue pill, the story ends, and
15:04you wake up in your bed and believe
15:06whatever you want to believe. Or you
15:08take the red pill, you stay in
15:09Wonderland and I show you how deep the
15:11rabbit hole goes. Okay. Total Matrix
15:14fan. I've seen all of them. I literally
15:16used to have them on I want to say video
15:19and not even DVD. I can't remember. But
15:22there you go. I've watched them so many
15:24times. I was like so into binary code
15:28ones and zeros because I was studying
15:30computer science when The Matrix came
15:33out back in the late 90s. I'm showing my
15:35age now, but anyway, your audience just
15:38doesn't want inspiration. They literally
15:40want a road map. And for me, an example
15:43is that's why I created Million Eyes
15:45because we cover three essential
15:46elements to turn your business into a
15:48revenue engine that supports the life
15:50you actually want to live. So, that's
15:53something that's really clear, it's
15:54simple, and it's credible.
15:57So, your story action step here is boil
16:00your framework into one sentence. I
16:03created X which is a way to Y and Zed
16:06steps. That's a simple framework. Okay.
16:09Step eight, show the success. Promises
16:13don't sell. Proof sells. Again, Top Gun
16:17Maverick. I'm a serious Top Gun fan. It
16:20wasn't enough for Maverick to teach the
16:22pilots theory. I'm so sorry if this is a
16:25spoiler alert if you've not seen it yet,
16:27but he literally had to fly the mission.
16:31He had to push the limits and prove that
16:33it could be done so that others would
16:37take that risk and follow him through as
16:39well. And that moment wasn't a promise,
16:42it was proof. Or again, one of my
16:45all-time favorite movies is The Pursuit
16:48of Happiness. Will Smith plays the lead
16:50character Chris Gardner. It's super
16:52inspirational. If you haven't seen it,
16:54it's an absolute mustwatch. And in the
16:57movie, oh, and it's a true story, right?
17:00But in this movie, what happens is we
17:02Chris Gardner, he finally gets the job.
17:05This guy has gone from being completely
17:07homeless to getting a job. And we see
17:08him standing in the office, tears in his
17:10eyes, clapping with joy. And it
17:13literally hits so hard because we
17:16witness the transformation which makes
17:18us believe we can do anything if we're
17:21determined enough. Total proof. So your
17:24proof is client results. So, for
17:27example, one of my clients increases
17:29LinkedIn impressions by 24,990.5%
17:33in 6 months. True story, I've got the
17:36proof to share it. Or another client who
17:38posted into our minionized community and
17:40said, I've been millionized.
17:42Or another client who said, "I've just
17:44been featured in Forbes." Or another
17:46client who said she'd been hired by a
17:48Formula 1 team. Keep a stack of those
17:50types of things. Those are all proof
17:52points that you can share with
17:54prospects. And it's super helpful
17:57because proof creates belief. And guess
17:59what? Belief creates sales. And this
18:02ties into the next part of your story
18:04action. Choose one client win and share
18:07the before and after in one clear line.
18:10Okay. Step nine is embed the memory. The
18:15final part of telling a dramatized story
18:19that will absolutely be sticky and
18:22people will remember forever is to end
18:24it with a kind of a rallying cry.
18:27Something that's short, that's punchy,
18:29that's impossible to forget. And some of
18:32the movies that do this best, I'll be
18:35back. Where's that from? Terminator.
18:37They can take our lives, but they'll
18:39never take our freedom. Braveheart or
18:42may the force be with you. Star Wars,
18:44right? But certain brands do this
18:47exceptionally well as well. Nike, just
18:50do it. Or Apples, think different.
18:53Mine at the end of every episode of the
18:55Master Your Business podcast, I always
18:57say until next time, keep mastering your
18:59business. Maybe for this episode, I
19:02should say, own your story or your story
19:04owns you.
19:07Just pause to let that one sink in.
19:09Okay, so final action for your story is
19:11to write your rally and cry. Try and
19:14keep it to 10 words or less, ideally
19:16closer to five or seven. Seven is
19:19literally the maximum number of words
19:20that would ever go on a billboard. So
19:22seven is like it's magic number. So
19:25seven words is ideal, but if you can get
19:27it shorter than that, amazing. Okay,
19:31whoop. That was dramatized.
19:33Let me recap the nine steps really
19:36quickly so they stay fresh in your mind.
19:38First, disrupt with impact. Second,
19:41relate with healed scars. Third, arouse
19:45anticipation. Fourth, magnify the moment
19:48with sensory detail. Fifth, amplify the
19:51tension by sharing the stakes. Sixth,
19:54trigger surprise. Seventh, illuminate
19:57the path. Eighth, show the success with
20:00proof. And ninth, embed the memory. So,
20:03here is your homework. Take one story or
20:06a post. It could be whatever. It could
20:07be your origin story, a client
20:09transformation, or whatever your big
20:11vision is, any type of a story. And run
20:14it through all nine steps. I'm promise
20:17you the difference will be night and
20:19day. And why this works so exceptionally
20:22well is because AI can't replicate a
20:26story like this. This is so full of
20:29emotion. It's so full of sensory details
20:32that AI just can't pick up on. And this
20:34is going to make your story stand out in
20:37a sea of what is just sameness out there
20:39right now. And if you want to make this
20:42even easier, I've created that
20:43step-by-step template that walks you
20:45through exactly how to apply Dramatize
20:47to your own stories. And again, you can
20:49grab that from the show notes or the
20:51link that I mentioned earlier. Before
20:54you go, do me a favor. If this helped
20:57you see storytelling differently, share
20:59this episode with an own entrepreneur
21:00who's still telling those kind of meh
21:02stories we talked about at the beginning
21:04and help them build stories that
21:06actually stick. And hey, if you haven't
21:08already, hit that follow button so you
21:10don't miss next week episodes where one
21:12of my amazing guests is diving into how
21:14to secure your tech andor your IT system
21:17so you send hackers elsewhere because
21:21it's not true that you can't be hacked
21:22if you have an Apple computer. like I
21:24thought for too many years that I care
21:26to share. So yeah, that's coming up next
21:29week. Be sure to stay tuned and check it
21:32out. It's going to be epic. And
21:34remember, in a world of forgettable
21:36content, be freaking unforgettable.
21:39Until next time, keep mastering your

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