It’s our ability to connect emotionally that separates us from the reptiles. Our evolution holds a big reason for that.
Let’s go back a bit to explain why that is.
The Backstory
The Earth is 4 billion years old. Humans (in all our iterations) have only walked on it for the past 4 million years. Empathy, though, began as early as 20 million years ago with the rise of mammals.
You see, mammals raise live young. They don’t simply lay eggs and walk away leaving the babies to fend for themselves, like reptiles. (Although, to be fair, there are some reptiles who have a mammalian brain, but they are the exception and will be ignored here with my apologies.)
Mammals care for their young. They bring food and provide shelter. Tend to them. Teach them to hunt and forage. And all of this requires caring and empathy.
Humans take it to another level.
The Human Touch
Part of the reason we developed with more empathy is that our young develop more slowly than other species’ young. You won’t see a human baby stand up within an hour of birth like a colt. Nor are they running like a cheetah cub at 3-4 weeks of age. Human babies require far more care than other mammals.
But, like other species, it is our mammalian brain (the mid-brain) that houses most of our emotional responses. I say most, because neuroscientists have proven that emotions are present in all three brains — the reptilian brain, mammalian brain, and neo-mammalian brain — in varying degrees.
Okay, you may be saying. That’s a great science lesson and all, but why should I care about this stuff when I’m trying to run a business or write a blog? Stick with me. I have a point.
Why It Matters
Our brains dictate how we respond to stimuli.
Whether someone buys your product or service comes down to how their brain works. Understanding how empathy functions will help you connect more fully and engage more deeply with your client.
And it all does come down to empathy.
We buy and support what we care about. Caring is emotion. If you understand how your client (and you) processes emotion, you’ll be able to communicate more effectively.
Empathy unlocks the connection formula. It’s also the core of neural coupling—the key to engagement.
Brain Science
A bit of brain science paired with the principles of marketing and storytelling determines whether your audience feels something or doesn’t. Whether they trust you or not. And whether or not they want to join you or buy your products or services.
Our brains make decisions (in fact, a Harvard study by Professor Gerald Zaltman found that 95% of decisions are made in the subconscious). That means you only have 5% of the brain actively taking in your message…unless you learn how to communicate to the subconscious brain.
Stories are the answer. They guide our emotions and can change subconscious decisions.
Facts alone can’t do that. They provide the rational brain with reasons to back up emotions but don’t sway anyone by themselves.
Neuroscience, stories, and facts are three components that work in concert to persuade someone to trust, buy, or act.
Resources
The Figments & Fables course on the Neuroscience of Story and Sales breaks down how the brain processes empathy, stories, and sales copy, and how to tap into that in order to connect more effectively.
Our Fable Cohort: Story Foundations digs into how to tell better stories that tap into the empathy center of the brain and get an emotional response. Remember, we support what we care about. There is no better way to make someone care than through story—the right story.