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- MRL #014- To Make Effective Presentations, Target The Croc Brain
MRL #014- To Make Effective Presentations, Target The Croc Brain
Max Revenue
January 29, 2023
In today’s letter we’re going to discuss how to present, and why keeping it simple and concise is the best way to go.
Before I teach you the "what" and the "how" you need to understand the "why".
Enter the “Croc Brain”
The “crocodile brain” or “lizard brain” is the area at the top of the brainstem that controls our fight or flight response (known as the basal ganglia).
It’s the most primitive part of our brain. It’s main function is deciphering new information and categorizing it as dangerous or not dangerous.
The croc brain hates boring, complex, and convoluted.
The croc brain loves simple, succinct, straightforward, and interesting.
Most Producers are ignorant of this.
They prepare presentations with the thinking part of their brain—the neo cortex. But their audience receives their ideas with the “croc” part of their brain.
They prepare an elaborate, overly complex presentation thinking they’ll impress the prospect with their beautiful slide deck and technical knowledge.
When in reality, it’s way too much for the prospect’s croc brain to process.
The prospect declines, and the Producer is dumbfounded.
Don’t make this mistake.
Whether prospecting, pitching, or presenting, you must make sure that your message is tailored to the croc brain first.
Enter the “Million Dollar One-Sheeter”.
The Million Dollar One-Sheeter is a simple and super effective way to present, specifically designed to target the prospect's croc brain.
It’s literally one sheet of paper.
On it, outline 5 bullet points.
Coverage Review- the good, the bad, and the ugly of your policy audit
Rate Review- how they compare to their competition
Marketing Review- where it was marketed and what was missed
New Ideas- to improve their program
Service Team- who they would be working with should they choose to hire you
That’s literally it.
Short, simple, and concise.
Micah Salas, my co-captain, has written roughly $1,500,000 in revenue with this simple framework.
Give this a try next time you present.
Ok, that’s it for this week.
Cater to the croc brain and the higher brain will follow.
See you next Sunday.
Kick ass take names,
Maximus F. Revenue IV