In the book “Pitch Anything,” author Oren Klaff talks about the “crocodile brain.” That’s his label for the unevolved way in which people react to sales pitches.
It’s a defensive posture. Typically, people will:
- Ignore you if possible.
- Focus on the big picture. Which should be presented with well differentiated, “high contrast” options.
- Respond emotionally. Usually the emotion is fear.
- Focus on the here and now. People have short attention spans and they crave novelty.
- Seek concrete facts. They want verified evidence, not abstract concepts.
The croc brain concept is fascinating. A pitch of that sort, I must admit, would be very much in contrast to most of the marketing I’ve done in the past.
I am currently interested in finding home sellers who have underlying mortgage with relatively low interest rates. There are unconventional ways for them to sell while passing along the advantages of their locked-in loans.
I won’t go into the many misguided ways such a pitch might be presented. Here is my simplified message, created with attention to the bullet points above.
Got a Great Rate?
Don’t Just Sell Your Home. Sell Your Loan!