Left Brain, Right Brain, Wrong.

We all grew up saying, “left” and “right” brain to explain-away creativity, personality, and natural tendencies.

Well, all that good stuff is false. As it turns out, you need both your left and right brain to process language, make pictures and form rational thought. Both sides do it… but for different reasons.

This is where things get interesting. The right-hemisphere is for sustained, broad, open, contextual attention while the left-hemisphere is narrow, sharply focused attention to detail.

So, what does this entire mean for marketing, and more specifically, online marketing?

Einstein believed that “the intuitive mind is a sacred gift and the rational mind is a faithful servant. We’ve created a society that honors the servant but has forgotten the gift.”

It’s true that our society gives priority to the rational over the emotional and the virtual over the real.

Knowing this should give you insight into how to create a message that’s more likely to connect and drive action. Cater to results and logic, but don’t forget about emotion. It’s present in everything we do and it would be a massive mistake to ignore it. If you don’t believe me, tell us about one purchase decision you’ve made that was not emotional. (hint: you wont be able to… every purchase decision is emotional).

Watch this video for a lot more detail on this topic by renowned psychiatrist and writer Iain McGilchrist.