What’s Broca and Why You Should Care?

When what we say is dirt-clod ordinary and egregiously expected, our audience becomes BORED and Love-Less!

It’s simple science. It’s about Broca.

According to experts, marketers try to pimp-slap our conscious awareness between 3,000 to 5,000 times per day!

We’d all go insane in the membrane if all those marketing messages registered. Our blessed brains have a built in safeguard called Broca. The Broca area of our brain anticipates, discounts and ignores the ordinary and predictable. (We also use Broca to arrange our words into understandable sentences.)

When speaking or writing, imagine Broca as your audience’s muscle-bound doorman, guarding the entryway to their conscious awareness. Mr. Brocadecides if your message is worthy of attention. Broca is impressed by the surprise of the unexpected. Surprise Broca and you’re In Like Flint.

Here’s an example from Roy H. Willaims, author of the New York Times Bestseller, The Wizard Of Ads, Tools and Techniques for Profitable Persuasion.

Dirt-Clod: ”Merlot is more full bodied than Cabernet.” / Broca, yawns and the audience snores.

Diamond: ”Cabernet tastes of sunshine and rainbows, while Merlot is foggy, dark, and Gothic.” / Broca smiles and everyone at the table scrambles for a glass of wine

If our written and spoken message is not engineered to surprise or sprinkled with unexpected shimmer, it falls on deaf ears and closed minds. If we aren’t heard, we can’t be appreciated, approved, trusted, recommended, referred or hired.

Because the Art Of Surprise is science, anyone can learn how to surprise Broca. With a bit of scientific savvy we can consciously do what genius-class writers and speakers do instinctively. All we need to do is foreplay with wordplay.