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It’s a cold, snowy day in the Midwest. I have just been introduced to 200 or so hearty souls who braved the elements to hear me speak about investing. As I stand up and survey the crowd, my anxiety level increases. But not for the reasons you may think. Indeed, understanding why this happens will help you gain the trust of prospects – particularly when you first meet them.
I have given hundreds of talks and am comfortable doing so. But I also have spent the past several years studying neuroscience. I have a window to the unspoken thoughts of my audience. I know my message will interest some more than others. I understand that some in the audience will be distracted and won’t pay much attention regardless of what I say. I am also struck by the task I have been given. I have prepared a talk based on the assumption that it will be of interest to my audience, but I know very little about them. Some may not understand the difference between a stock and a bond. Others may be very sophisticated investors or have advanced degrees in finance.
This makes me uneasy.
The power of storytelling
Fortunately, there’s research to help speakers.
A recent article in Forbes explained the success Marco Rubio has had in the Republican debates held on January 14 and January 28. The article didn’t discuss Rubio’s less-than-stellar performance in the February 6 debate, but the lessons in the research still apply.
The article reports on studies by renowned psychologist, Paul Zak. During the debates, he hooked up a group of registered Republicans with sensors that captured six types of brain signals. Zak believes these signals are highly accurate in predicting whether a person is likely to take action after hearing a message.
After analyzing the results, Zak concluded that Rubio resonated with listeners because he grabbed their attention and created empathy by making an emotional connection.
Zak determined whether an emotional connection was made by measuring the release of oxytocin, a brain chemical. The higher the level of oxytocin, the more likely it is that action will be taken. According to Zak, “A compelling story with an emotional trigger alters our brain chemistry, making us more trusting, understanding, and open to ideas.”
In the January 28 debate, Donald Trump’s absence gave Rubio the opportunity he needed. He captured the attention of the audience and made an emotional connection with them. Zak predicted that Rubio was likely to do better than expected with voters in Iowa.
He was right.
The power of oxytocin
There’s ample evidence supporting Zak’s view of the importance of oxytocin. In women and men, it promotes parent-child bonding. It also promotes bonding with others perceived to be part of the same social group. Men with higher levels of oxytocin and in committed relationships are less likely to engage in flirtatious conduct with others.
