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

It's Jon Cook with Keynote Content. Thanks so much for joining me. Last time I connected with you, I talked about the first of the four happy chemicals that our brains have, dopamine. We have the four main brain chemicals, dopamine, oxytocin, serotonin, endorphins. What it is, I spent the last four years spending a little over 11,000 hours, investing over $50,000, researching neuroscience, doing testing, split ad testing for Facebook Ads, Google Ad, copy, sales page copy. What it is, I found out here is how the brain is wired for influence, for persuasion and the ethical responsibility that we have. If we really want to serve our audiences, how do we make sure that we connect with them in a way that is powerful and is not going to feel like any type of manipulation?

I previously talked through dopamine is the first of the four brain chemicals. Today, I want to talk with you about oxytocin. Now, oxytocin, and before we jump into oxytocin, we use the acronym DOSE, D for dopamine, O for oxytocin, S for serotonin, E for endorphins. Really easy to remember that way, say, "What is the right DOSE of connection I want with my audience that can then ethically deliver on that connection with my products, my services, my programs, whatever it might be?"

We already talked about dopamine, now talking about oxytocin. Oxytocin is so interesting. I call this kind of the connection or the love chemical, and it's the same chemical that's released during a hug or when you get your paycheck. It's when a mother gives birth. My wife and I, we just welcomed our third child into the world, our son Nolan. He's just a ball of joy, and so figuring out life. He's about two, three months old now, and what I've realized is that oxytocin is the strongest chemical that's actually released during childbirth on the brain chemical side of things.

What it does is it's released through the birth process, and it creates this oxytocin drive and a connection between the mother and baby. You've heard of the terms like nothing stronger than a mother's love and, chemically speaking, that's absolutely true with oxytocin. Oxytocin kind of gives you that baseline of saying, "I am connected to something or someone bigger than myself or greater than myself." With that oxytocin, it's that same chemical that we also drive to be I want to be a part of something extraordinary, something that's beyond what even I can bring into the world just on my own.

With oxytocin, you see that same chemical that's manifested during protests or when people are seeing the part of a groundswell or a movement. Likely if we could have done any type of MRI, kind of a functional MRI of the blood flow that was going through the mind of Thomas Jefferson when he was penning the Declaration of Independence, we would have likely seen a massive spike in oxytocin [inaudible 00:02:48] was thinking about we, the people, so protest movement.

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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.