Selling with Superpowers: Mastering Brain Chemistry

Our brain works on chemistry. Hormones, amino acids, transporting agents and so on are responsible for everything that happens in that concealed skull of yours.

All the pictures, noises, feelings and emotions are all artificially generated by different electrical, chemical and electromagnetic signals.

Taking this as a starting-point, we recognize that if we are able to mess around with our customers’ brain chemistry, we are able to control everything.

His mood, his perception, his behavior.

All we have to know to make him behave the way we want him to is giving his brain the right impulse to increase or decrease the level of certain chemicals in his brain.

Sounds manipulative?

Well, that’s because it is. And not only that. It’s super manipulative because like this we completely bypass his logical decision-making and play with him like we would play with a puppet on a string.

Let’s have a look at the single chemicals and what they are doing inside your head.

Meet Your Happy Chemicals

Dopamine, serotonin, oxytocin, and endorphin.

Each of these chemicals is released in response to different emotional states.

As a sales guy seeking to create any emotion or feeling or mood in our prospects, what better way to understand how to do that than specifically understanding when these four chemicals are released into our brain.

So let’s talk about each of these chemicals in turn.

Dopamine 

Dopamine is released in the brain when we expect a reward.

It’s that exciting feeling we get when we are about to be rewarded.

For example, when you achieve a long-sought goal. Or even when you simply take a step toward a goal.

It’s also released when you see another person take a step toward a goal.

Ultimately it’s all about taking a step toward a goal and expecting to be rewarded for it.

Learning to ride a bike, playing an instrument, finishing a crossword puzzle, signing the deal and getting a promotion all release dopamine in our brain. 

Serotonin 

Serotonin flows in the brain when we feel significant or important.

When you feel confident and take pride in your work, serotonin is flowing.

Similarly, when we feel bigger or stronger than another, we release serotonin.

And ultimately, when we receive social recognition from our peers and communities, we release serotonin. 

Oxytocin 

Oxytocin is released when we feel trust.

It’s that good feeling when you are with someone you trust.

Social trust feels good because social alliances promote survival.

It’s similarly released through the physical touch of a loved one. As such, oxytocin is often called the love hormone. 

Endorphin 

Endorphins are released when you are feeling physical pain to give you a brief moment of euphoria as a survival mechanism.

Real physical distress triggers endorphins. Though laughing and crying also releases small bursts of endorphins. 

Our Personalized Brain Chemistry

All of us have these four chemicals periodically flowing through our brain in response to our environment.

But the reality is each of us develop very different brain chemistry, affecting how these four chemicals manifest in each of us. 

This is because before we are eight years old and during puberty, a substance called myelin is prevalent throughout our brain.

It coats our neurons and facilitates the creation of the neural network throughout our brain.

The experiences we have in our youth shape us and quickly create new neural pathways. 

But when we get older, myelin reduces and it becomes much harder to modify the brain chemistry to create new pathways.

So it’s important to remember how each of us is wired differently based on our early life experiences, varying the effect and frequency of release of each of these happy chemicals in our brain.

We can use these effects to generate every picture, feeling or emotion we want in our customer’s brain.

If we know how.

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