How Your Deep brain is Processing COVID-19 – Part I

BodyChance must be one of the few schools in Japan that have not cancelled its classes.

Of course, we have alcohol at our entrance, many students wear masks, our class size is small, and we are doing everything that makes practical, common sense. 

However, I don't do fear. Not about COVID-19.

Right now, I know that my risk of getting influenza is statistically more likely than my chance of getting COVID-19. However, your brain will not be impressed by my statistical realities – they are meaningless. 

Because human brains are designed to feed off stories, not numbers.

And the media is full of terrible stories right now.

Therefore, to understand what is happening in our deep brain, it might be useful to introduce a concept that marketers are familiar with – RFM. 

Recency, Frequency & Monetary Value.

Why choose a marketing principle? 

Because marketers are in the business of analyzing human behaviour - their survival depends upon being able to manipulate your behaviour so you will give them your money.

That's why they are very good at it – the stakes are high. 

Get it wrong; they don't eat.

When it comes to practical, street-wise knowledge, my guess is that a talented marketer knows more about human behaviour than a lot of PhD Psychologists.

So what do Marketers know about your brain?

They know that the RFM Principle is a good predictor of your behaviour.

R – Recency
F – Frequency
M – Monetary Value

For our purposes – thinking of COVID-19 – we could adapt this behavioural predictor by replacing M (money) with A (actions). So we have the RFA Principle:

R – Recency
F – Frequency
A – Actional Value

How does the RFA Principle apply to COVID-19?

Recency – when was the last time you read about COVID-19?

ANSWER: it was a second ago because I just put it into your brain AGAIN.

Frequency – how often is COVID-19 being presented to your brain?

MY GUESS: Many hundreds of thoughts a day. Every time you see a mask, an ad, a warning, a friend, an alcohol spray etc.

Now the third one for marketers is M – Monetary Value. 

Why money? Because how much money you spend shows Marketers how committed you are to the Product they presented. Just because a Product was recently and frequently put into your brain does not mean you are committed to buying it. 

But spend money - then the Marketer knows he can sell you more of the same!

However, to sell you more of our COVID-19 Product, we need to find out how committed you are to the prospect of it being a terrible, dangerous, life-threatening thing. And you show that by your actions.

Therefore, when it comes to COVID-19, we can replace "Monetary Value" with "Actional Value."

In this case, instead of spending money, you are modifying your behaviour in some way.

Action – what did you do? 

MY GUESS: You are wearing a mask; and/or washing your hands more often; and/or staying at home more; and/or reading more than you usually do; etc. etc.

Based on the RFA Principle – what will you do next?

Part II tomorrow.

***

Let's be clear here. 

I am not encouraging or asking you to change your behaviour in any way.

I am merely illustrating how your deep brain functions.

Why?

Because effective markeaching requires it.

At ATSuccess, you will discover how to use Conscious, Constructive thinking to develop effective plans to invite new students into your work.

When you feel averse to marketing, then deep brain effectively runs your practice. You have to be pretty smart to figure out how to get it to cooperate with you.

Because normally, deep brain is not very cooperative. 

It doesn't respond to statistics, logic or even reality in some cases. When you get depressed because you haven7t done well, just deciding not to be depressed does not work. Haven't you noticed that?

This is the real discovery you make when you study Markeaching at ATSuccess – how to use Conscious, Constructive thinking to cooperate with your deep brain so you can accomplish what you want with your practice.

And if you're stuck at home and have the time, I have an Online Product that you can start with right now, and join me safely in three online coaching sessions about it over the next three months.

Read more about it on this page below:

https://atsuccess.com/foundations