A deadline to make a deliberate and far-sighted decision

“We might describe the predicament of these [frontal lobe] patients as a ‘myopia for the future,’ a concept that has been proposed under the influence of alcohol and other drugs. Inebriation does narrow the panorama of our future, so much so that almost nothing but the present is processed with clarity.”
— Antonio Damasio, Descartes’ Error

Antonio Damasio is a celebrated neuroscientist at USC and the Salk Institute. He claims all our decisions are made emotionally.

One of his arguments is that people who suffer brain damage that interferes with their emotions… also stop being able to make decisions effectively.

​​Instead, they start to act in impulsive, short-sighted ways, much like somebody drunk.

That’s some high-science proof for an idea that direct response marketers and copywriters have been preaching for decades.

Here’s another thing direct response marketers figured out long ago:

A deadline, coming up in just a few hours, is a proven way to bring a person’s focus to the present.

Specifically, if you’d like to join Copy Riddles, my program for learning how to write bullets and improve your copywriting in general, then you can do so until the end of day today, Sunday, July 4, at 12 midnight PST.

After that, I’ll close the shopping cart down and keep it closed for a few months.

Of course, you’re not drunk… you’re not under the influence of drugs… and you’re not suffering from frontal lobe brain damage.

In other words, you have all your wits about you, and you can make decisions for yourself and your future effectively right now.

So if you’d like to make a deliberate and far-sighted decision for the benefit of your copywriting career, then the time is here:

https://copyriddles.com/

The primacy of feeling

Imagine you wake up tomorrow, lying in bed.

Your family is around you, looking both relieved and concerned.

“What’s the matter?” you ask.

A doctor steps forward from somewhere.

“You’ve just come out of a coma,” he says, “and I have some bad news. You’ve suffered severe head trauma resulting in total paralysis.”

“No, come on,” you say with a chuckle. “I feel fine.”

You try to sit up to show everyone how fine you are. But nothing happens. Your body doesn’t respond. Still, you don’t feel any sense of panic.

“Ok,” you say, “so I can’t move right now. But I’m not paralyzed. I feel fine.”

Now imagine this goes on week after week. You cannot move. But you don’t get upset over it.

​​And when your family and doctors try to confront you with the fact that you’re paralyzed… you insist there is nothing wrong. Soon you even forget that you tried to move and couldn’t.

This might sound like a bizarre scene to paint. But the fact is, it’s something that does happen in real life.

It’s a condition known as anosognosia. It’s caused by just the right kind of brain damage. And it makes people who suffer from it unaware of their disease or disability — even paralysis or blindness.

I read about anosognosia in a book called Descartes’ Error, by neuroscientist Antonio Damasio.

​​Damasio’s book is all about the role of emotions in normal human functioning.Because anosognosia isn’t just about thinking you’re fine when you’re not.

This condition also comes with a strange emotional bluntness. ​​You don’t get upset about the whole situation.

​​And while you can be forced to accept through logical means that something isn’t right — “just try to sit up — see?” — the realization that something is wrong soon disappears.

​​Because the same neural circuitry that gets damaged in anosognosia is also involved in experiencing normal emotions.

And as Damasio says:

“Somehow, what does not come naturally and automatically through the primacy of feeling cannot be maintained in the mind.”

That’s why a person with anosognosia can be forced to face the fact something is wrong with his body… but that awareness soon disappears.

So what’s my point?

Well, my own mental image of myself is as a very logical, unemotional person.

And when I first heard the advertising mantra that people make decisions based on emotions first, and only then justify them using logic, my own logical mind rebelled.

​”Ok,” I would say, “so I made an impulsive decision once. But I’m not emotional. I make decisions based on logic.”​

Maybe you are the same.

So let me tell you, the truth is out there.

Damasio’s book is full of stories of people who have their emotional processing damaged in some way. Their brain goes haywire in all kinds of weird ways.

It turns out having no emotions can even make it impossible to make any kind of a decision. And what we think of as being logical decisions were mostly made long before… by the emotional parts of our brains.

​​In other words, all those advertising and persuasion gurus are right. Emotions trump logic all the way. And there’s science to prove it. If you’re ever trying to persuade, that tells you where to focus your efforts.

But that doesn’t mean you only have basic emotions like fear and greed to appeal to. Surprise is also a good emotion to stimulate. If you tell people something new, odds are good they will be moved later to do what you ask them to do.

Speaking of which:

I write an email un-newsletter about marketing and persuasion. “Un-newsletter” because most of this knowledge has been around for decades or centuries. Still, it might be news to you. So if you’d like get those emails I send, here’s where to go.

The illogical root of all buying decisions

Back in 1985, a strange case came to light.

It had to do with a man only known as Elliot.

This Elliot was a man of above average intelligence, a successful businessman, and happily married.

It then turned out he had a big brain tumor, which doctors successfully operated to remove.

Elliot seemed to be fine after the surgery. His intelligence, memories, perceptual skills, learning were all in tact. Only one thing was missing.

Elliot had lost most of his emotional capacity. Doctors figured this out by showing Elliot gruesome videos, which didn’t create any kind of reaction in him.

That part was expected, because the surgery removed a part of the amygdala, which is involved in emotions.

What wasn’t expected were some bizarre effects of this.

After the surgery, Elliot would take 30 minutes to decide which color pen to use. He’d take several hours to decide where to eat lunch. He wasn’t functioning at work any more, he lost his job, and eventually his wife divorced him as well.

What was happening?

Elliot could no longer make a decision.

It turned out that emotions, filthy illogical emotions, are actually necessary to making a decision. This includes all decisions (including buying decisions), even ones that seems to be made based on logic alone.

And here’s something interesting.

Antonio Damasio, the neuroscientist who examined Elliot and published a book about his case, has a theory about how the brain makes decisions, and how emotions come into play.

If Damasio is right, then the most effective way to stir emotions is not trough hype.

Or power words.

Or melodrama.

Instead, it’s something much simpler, more subtle, and effective.

I’ve even done it in this email. If you look close enough, you’ll be able to spot it.

I’ll also discuss it in more detail in my upcoming book on email marketing for the health space. To get your free copy when I finish this book up, sign up below:

https://bejakovic.com/profitable-health-emails/