How to Ethically Activate Endorphins Through Your Marketing Message | The Copy & Content Podcast with Jon Cook. Presented by Keynote Content

Hey, it's Jon Cook with Keynote Content. Thanks so much for joining me. We are in the last of the four-part series we've been doing, talking about neuroscience, talking about specifically the four main chemicals inside your brain, inside your audience's brain that you want to be able to activate, and then connect on that activation with your products and services to better serve your audience. And again, as we go into all of this content and we talk about neuroscience, there's this amazing power that exists in the human brain. I believe it's one of the greatest forces in the world. But the key part is that with great power comes great responsibility. So, as I share all this information for you, it's with this belief, with this hope that you use this information with integrity, that you actually use it to serve your audience, not manipulate.

So, we've gone through these first four, but again, one of the ways I love to remember these four chemicals, is what I call DOSE: D for dopamine, O for oxytocin, S for serotonin, and E for endorphins. We're going to talk about endorphins today. But before we get into this you might say, "Okay, Jon, who are you? What's your credibility?" I spent the last four years studying a little over 11,000 hours worth of time invested into studying neuroscience: how the brain is wired for impact, for influence, for messaging, sales copy, social media, how a speaker from the stage can share a story and know it's going to connect with a specific part of your audience's brain. Now take that information, I've brought it into working with clients. I've worked with over 1100 different business coaches and consultants, and more than 800 different speakers since 2017. That's my credibility.

And today, endorphins is the one that I think might be the most misunderstood of all the four brain chemicals. This is the one that's most misunderstood. In fact, you might even see the idea of endorphins, you might think adrenaline junkies, people jumping out of perfectly good airplanes, or swimming with sharks, or dirt bike racing down a mountainside, or something crazy, just getting your adrenaline going. That's what I thought for as well. But then about three or four years ago I connected with Dr. Reef Karim. He's from the Semel Institute of Neuroscience with UCLA. And I asked him, and it was supposed to be about a 10, 15 minute conversation. We sat and talked for about two hours about neuroscience, about how the brain is wired for imaging, for impact, for messaging, for even different words, phrases, the way that our brains are wired. And he said, endorphins, he said, "Jon, what I wish people understood about endorphins is that endorphins is not about me. It's not even about you. It's about other people and what we can do on their behalf, risking our status quo."

And I thought it was interesting and so we talked about a little bit more. I said, "What do you mean about the status quo?" And as we went through the conversation it occurred to me...

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Being an expert doesn't mean you automatically have an audience, especially with so much noise in the digital marketing space. You need to break through the noise and establish your message as a rising thought leader in your industry. Jon Cook has worked with over 1,100 coaches and consultants and 800 speakers to make their messages remarkably clear and compelling to the right audience, and today he wants to help you. If you want greater clarity and even better results with your message, visit workwithjoncook.com.