Making Friends with Broca

By Julie Hein

I’ve never been “clubbing” in NYC, Chicago or LA or any other place for that matter.  We did our share of damage in the ped mall in Iowa City some time ago, but I’ve never been to one of those cooooooool places where they look you over before they admit you.  You know what I mean, right?  Those places in the movies that Madam Hottie gets right through, but the rest of the ordinary folk stand behind the rope, waiting.  Interesting, attractive and persuasive people (or ones passing out the bribes!) get through.  Boring, tired, ordinary people wearing last year's Manolos are ignored.  It’s up to the beefy guy in the black leather coat, evaluating at the door with a nod for the beautiful and a blank stare for the not-so-beautiful.  (author’s note:  I’ve never even seen Manolos.  I really need to get out more.)

Your brain has a similar setup.  It's called Broca's Area.  Broca is the guy who loves verbs and hates, detests, despises anything predictable.  He wears a black leather coat and turns his back on anything boring, cliché or redundant.   When you hear someone start to ramble on about themselves, this guy shuts them down.  He gives you a mental vacation where you’re standing there, eyes and ears open, but you’re not receiving any information.  He hears or sees something over-used, trite and tired and says, “get lost”—and you never even know.  He’s the gatekeeper to your brain--and no dullards will get past him. 

So, as we plan, write and produce commercials, we need to think about Broca’s area.  Roy Williams, author, marketing wiz and general good guy (please tell him I said so!), says that surprising Broca is essential in all advertising.  Make sure that your ads don’t sound like ads, that they don’t blather on about your store, your hours, your tradition, etc. Instead talk about what your customer cares about, and you'll fly right by Broca to the pre-frontal cortex.  (That's where decisions are made.)  Use strong verbs and few adjectives.  Adjectives are over-used and expected, therefore easily get on the black-ball list.  

If you want help or to chat more, give a yell.  We're here.