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Hypnosis & Neuromarketing - Help People Make Great Decisions

Les Evans: 0:01 This is such a noble, noble practice to me, because you’re literally helping people get out of their own way.

Robbie Spier Miller: 0:10 You want to transform yourself and improve your life. You want to help people. You wish to become healthier, happier, and more successful. This show is your opportunity to learn how to use hypnosis to make your life better. Each week, hypnotist Robbie Spier Miller interviews people who have already changed their lives in amazing ways with hypnosis. These models can help you discover your path to making the most of your life. If you want to learn how hypnosis can help you reach your goals. This show is for you.

Robbie Spier Miller: 0:46 Hello everybody, and welcome. I’m Robbie Spier Miller, the host of the hypnosis show podcast. And today, I’m really excited to welcome a guest who’s going to tell us about what neuroscience has taught us about how we can use hypnotic marketing strategies to help people and with what we do with hypnosis, sometimes we’re helping people make decisions to buy something. People use this for sales. We also use it to help people make decisions to lose weight or stop smoking or make other important life changes for themselves. And so these strategies work no matter what you’re using it for. And so I’m really excited to hear more about what neuroscience says and what our guest is using to make this work in a powerful way? Using neuro marketing strategies, aka hypnosis, our guest grew an alternative investment company to a trading volume of $100 million daily. He now trains some of the most famous and powerful people in the world in these strategies. Let’s welcome Les Evans. Hello.

Les Evans: 1:52 Thank you for having me, Robbie. Great to be here.

Robbie Spier Miller: 1:54 Yeah, it’s great to have you here. So first, I think it would be really interesting for people to know a little bit about your background. I know as you and I were talking earlier, you mentioned that, intuitively, you discovered some of these strategies just from trial and error and observing people, which is a lot of what we do. So talk a little bit about how you discovered these strategies intuitively in your career?

Les Evans: 2:20 Okay, well, I mean, that’s a terrific question. And I love this topic. I mean, this is a real passion of mine. So I’m really excited to share some of these goodies with your audience. So if I went to rewind back, way back, one of my first passions was music. And in fact, I became a professional musician. And as a singer and entertainer, you really have to pay attention to how you’re affecting your audience? Because it’s all about the audience reaction. So I think just, you’re kind of maybe born with that, intuitively, I don’t know, I would always be very mindful of the response I was getting for the audience. And then later on, as I got into business, and started to do sales presentations, and many of us have to do presentations of some kind or another. We’re all salespeople. At the end of the day, I don’t care if you’re trying to sell your kids to eating their vegetables. There’s some selling going on all the time. And so I just pay attention to what would work and what would not work, but I never could really figure out why? At the same time, I’d started building a list of tricks in my head, that would seem to work in different situations, I was always very mindful of that. And so when I started my investment company, I put together a sales presentation. And I figured out very quickly, I’d be more effective, if I’ve talked to like, 10 people at a time, or 50, or 100, at a time, giving the same 90 minute speech. I mean, it’s just much more efficient. So when they started to work with bigger audiences, I started to get very, very effective influence and persuasion, which is what we’re in the business of. I mean, if we want to move people to change, we have to move them from a position of more to less. And that’s a really complex process because some people want to fight you on that. They say they want to change, as you know, but sometimes they don’t. My real fascination was when the people would not take action. Why they weren’t buying into what I was proposing? And most sales and marketing training, for example, is all geared towards why people buy? I was more fascinated, why they didn’t? That was the real quit like, that was the real crux of it, why aren’t they taking action. And so fast forward many years later, about three years ago, I was doing a business training session in Sydney, Australia, and I ran into a young man, about 24 years old. And I’ve been speaking professionally all over the world for the past seven years in 24 countries and 78 cities. I mean, I’ve had a real blessed life in terms of getting out and meeting one lots of people. And so this young guy wanted to become a professional speaker like me. And I was fascinated by what he did. And I said, "What do you do?" And he goes, "Well, I’m a professor at the University of Melbourne, and I teach neuromarketing." I was like, "What’s that?" And so what I got introduced into was the science of neuromarketing. And it’s actually how our brain works in terms of decision making and assessing things? And so there was a whole science behind it. And when I first really got into it, he started teaching me this stuff, and I went hog wild, I think I’ve acquired a PhD in this stuff in the last three years. And if you want to understand why people do things, and why sometimes their decisions make no sense? You’ve come to the right place. Because what we’ve learned through neuroscience, and what neuroscience has changed is, up until about 15 years ago, most of what we knew about psychology was just based on guesswork, observation, because we couldn’t literally X-ray the brain, least not, when somebody was really living. And so thanks to the invention of an MRI machine Magnetic Resonance Imaging, we can now identify which parts of the brain are doing what precisely? And what we’ve discovered through neuroscience is that 95% of all decision making is made in the primal brain, subconsciously. So that’s a massive game changer. Because once you understand that, it’s like, unlocking the key to the mind. And everything. I always said, sometimes, if you ask people why they made a specific decision, you’re asking the wrong part of the brain, because this part of the brain, which is the logical brain, your rational brain, is only 5% of the decision making process. And you cannot reason with people to make change. It doesn’t work like that. In fact, the more you try and reason and use logic, this part of the brain will talk you out of the sale. This is like amazing, amazing insight. And so today, particularly when everybody’s online, and our brains are flooded with information. The question is, how do you have influence? How do you cut through all that noise and have impact? Because of our smartphones, a lot of people don’t know this. But today, we literally scroll the entire length of the Empire State Building every day. That’s how much information we’re taking it. And this brain pan here is smart as it is, is slow and it’s a real gas guzzler, it uses like tons of oxygen and glucose. And that’s why you’ll see people today just go into overwhelm almost immediately, because they’re just too overwhelmed with too much information. So if we can use the emotional side of the brain, the primal part of the brain, we can move people to action much more quickly and with a lot less friction, and we get a lot less and less. I want to think about it. So, there’s my opening statement thought it. I hope that makes sense.

Robbie Spier Miller: 8:10 Well, it sure does. And the thing is that because the internet is such a big part of people’s lives these days, and in a big way, how we reach people, how do we implement that what we know works, which is getting people to connect emotionally, getting them to know why it really matters to them to change with digital media to do that And so because once we meet with them in person, then we have the intuitive hypnotic skills to help them. And how do we translate that to working with people online? It’s really an interesting question to do effectively.

Les Evans: 8:55 Yeah, well, I mean, here’s a couple of things you brought up. First of all, you mentioned about connecting emotionally, that is incredibly important. Because what they’ve discovered, in fact, the name of the fellow escapes me, but he was a brain scientist. And what he found out is that people who have brain impairments, that literally do not have emotions, because of brain damage, for example, cannot make decisions. So what this tells us is you must be emotionally engaged to make decisions. Now, our typical training as well make sure you have the facts and the pictures and you’re trying to reason with people and show them the logical way. And this makes sense. And you do need that it is a necessary component because the brain needs three different things to really get the message across. But having people emotionally engaged is absolutely critical. And the reason for that is we are human mirrors. We have something called mirror neurons, and what’s really interesting? And this was another thing that fascinated me. If you have doubts, inner doubts subconsciously about what you do, those neurons will reflect to the other person. And they will pick up your self doubt subconsciously, whether you like it or not. So the internal work, the inner work has to be there for us to move people forward, we literally have to walk our talk, because we ain’t fooling nobody.

Robbie Spier Miller: 10:28 That’s right. And that really raises the point that we really want to detail outcomes that if we’re doing marketing and sales, we want it to people who are deciding to buy services, it really needs to be in their interest to do it. And we need to be really clear in ourselves about that, and clear that we can deliver on what we’re saying we can do for them? And so being congruent about everything, people do pick up on all kinds of things without even realizing it.

Les Evans: 11:03 Yeah, that is absolutely huge. And if I can impart one simple formula, everyone you meet, and we’re all wired the same. I mean, I’ve been all over the world, aside from cultural differences and things like that, we’re pretty much all the same when it comes to how the brain operates. So there’s like three parts, we have the logical part of our brain right here, this is the newest part of the brain, and that does all the heavy lifting, the calculus, and it can think in terms of present and past and future which is interesting, then we have the mammalian brain, which is very much our feeling emotional brain, that’s where your great artistry comes out, all of our emotions, and then the primal part of the brain, which is technically called the amygdala. It is interested in survival and status. And what it’s doing every single time, anytime we meet somebody, it’s immediately asking, subconsciously, are you a friend? Are you a foe? Are you a friend or foe? Because our primal brain is very, very afraid of losing resources. So resources are really simple to understand, their time, money, relationships, health, obviously, and that health can be physical health and mental health. And also, strategically, are you a strategic threat to my family or to my work? And so everyone we meet, the primitive brain is automatically going, what can you do for me? It’s very, very selfish. And also the primal primitive brain can only think in terms of present, it can’t think in terms of future or past. So this is why I was kind of laughing with my wife yesterday. I said, "When you tell somebody, don’t forget to do this," all the primal brain hears is forget. It only stands present commands, it can’t think in terms of future and it cannot think in terms of what not to do. It can only think in terms of what you can do. And I’m sure your audience probably knows this. But for those who don’t when it comes to selling, so I’m saying it’s, "Remember to get the carrots" or "Remember the carrots." And so, once you gain that understanding that you need to know, you have to engage all three parts of the brain to move somebody forward, things are really, really going to change. And the way I do that is really simple. Now, today, obviously, with all this going on in the world, I think people have perhaps two substantial worldviews. There are people that are very fearful worldview right now. And some would say that’s justified. And then the oth