Yesterday, we talked about the power of dopamine, the first of the four main chemicals in our brain. So, how do you create a dopamine reaction in the brains of your audience?

You find their most innate cravings, that greatest desire they want to have met, what do they want the most out of life, and you give them exactly that. It’s reaffirming who they are. It’s giving the right type and amount of attention in the area that’s most important to them.

When it comes to your message, focus on what your listener REALLY wants you to share that will resonate with them. People don’t buy products; they buy experiences, they buy promises, people buy feelings.

So, when my wife and I first got married, we had a LOT of debt. I never wanted to have that gut-punch feeling of seeing our student loan bills, so what did I do? I bought a course that taught me the steps for getting out of debt. I didn’t buy the course to say I bought a course. I bought the course so I could later scream, “I’m debt free!”

If you want to activate dopamine in your audience’s brains, you need to focus on what’s most important to them and then fulfill that desire with your products or services.

The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”