Chemical Warfare: How Marketers Hijack the Brain—And How You Can Too

Listen to an expanded conversation between Bart and Sunny around this newsletter:

Persuasion. 

It’s an art, and those who are masters at wielding it can use it for good or evil. Either way, let’s call it what it is: manipulation. Lately we’ve been investigating persuasion and it’s Matrix-like effect on our own lives (as well as society at large) and it has really caused us to pause and wonder if we actually ever make our own decisions like we think we do. What we’ve discovered? Probably not.

Here’s why:

Your brain is a beautifully predictable machine, hardwired to follow patterns. At its core, your primal brain is constantly scanning for seven primal desires:

• Survival

• Security

• Status

• Love

• Connection

• Autonomy

• Self-actualization

• Validation

We like to think we are logical people making purely logical decisions all the time, but the truth is, we aren’t. Not even close. We’re making decisions based on chemical decisions. Dopamine. Serotonin. Oxytocin. They are quietly steering the wheel, rewarding us with a “hit” when we move toward anything that promises one of these core desires. 

So yes - believe it or not, persuasion is chemical! 

Marketers who understand this don’t just “sell” - they disrupt patterns and position products, webinars, pitches, and programs to directly hit those chemical triggers. That’s why the right message can turn hesitation into a sold-out launch. 

On the other hand, marketers who don’t understand this will probably spend hours and hours building out products and services that are really great… but no one will buy them simply because they aren’t positioned according to our predictably irrational brains (by the way, if you haven’t read Predictably Irrational by Dan Aerily, we highly suggest it!). 

We recently purchased the Puppet Master’s Bible by Tom Walker simply for those reasons. We see entrepreneurs (fingers pointing at us too, of course), who put the hours in! They work long hours and have a strong desire to make big impact in ways that are truly a benefit for those they want to serve. But time and time again, sales aren’t coming in the way they want them to. Many of us pick up on certain pieces of the puzzle through copywriting courses or watching other marketers who are really great at what they do. But we don’t really understand the “why” behind what they are doing.

Understanding the “why” behind the “what” is where true power lies!

The Pitch (Deconstructed)

Let’s break down the anatomy of a persuasive pitch.

If you’ve ever watched Russell Brunson—or any world-class marketer—pitch a product or a coaching program, here’s what’s really happening under the surface:

• Stories
  Stories fire our mirror neurons, causing our brains to bypass logic and go straight to emotion. They allow us to feel safe, seen, and understood.
  → Primal desires triggered: Love, Connection, Validation

• Social Proof (Testimonials & Case Studies)
  When we see others succeeding, it satisfies our need to belong and tells us we’re not alone. It also shows us that we are safe in our decision because if others can do it, we can do it, too!
  → Primal desires triggered: Connection, Security, Validation

• Community & Identity
  You're not just joining a program—you’re joining a tribe, a movement, a new version of yourself.
  → Primal desires triggered: Love, Connection, Status

• Urgency & Scarcity
  “Only a few seats left” or “Doors close tonight” signals risk of missing out or being left behind.
  → Primal desires triggered: Survival, Security

• Bonus Stacking
  Bonuses are structured to remove doubt and eliminate any barriers to success.
  → Primal desires triggered: Security, Self-Actualization

• Status Elevation
  Being part of this offer means you’re in the know, ahead of the curve, and leveling up.
  → Primal desires triggered: Status, Validation, Self-Actualization

• Flexible Payment Options
  Giving choices between one-time or monthly payments makes people feel in control because they get to choose which pathway they want.
  → Primal desire triggered: Autonomy

• Lifetime Access & Guarantees
  This reduces fear and risk. You’re not just investing—you’re securing something permanent.
  → Primal desires triggered: Security, Survival

• Lately we’ve been seeing “Lock in lifetime access right now with a minimum payment, and then you get to decide sometime this week if you want to pay in full or do monthly payment plans.
  → Primal desires triggered: Autonomy, Security

• The Cost of Missed Opportunity (Prospect Theory in Action - the Prospect Theory discovered that people make decisions based on perceived gains or losses, and they feel losses more intensely than equivalent gains. So, a $100 loss hurts more than a $100 gain feels good. In marketing, you wouldn’t say,  “You’ll increase your revenue by $10K” - you would say “You’re leaving $10k/month on the table by NOT doing this)

  → Primal desires triggered: Survival, Self-Actualization, Status

• Exclusive Language
  Words like “premium,” “secret,” “limited,” and “elite” activate psychological urgency and a desire to rise above the crowd
  → Primal desires triggered: Status, Validation

Believe it or not, that’s just the tip of the iceberg… there are many more persuasion techniques we just don’t have time to cover here! Grab your own copy of the Puppet Master’s Bible if you want to uncover even more :)

Whether you’re an entrepreneur looking to level up your sales…

Or someone who simply wants to reclaim control over your own decisions in a world full of psychological puppeteers…

Understanding persuasion = power.

And the more you decode it, the more you step into the driver’s seat of your own life and play full out! 

Life Updates:

• We are currently in Utah at a small Kris Krohn event. Huge thanks to Kris for the invite and for always welcoming us into his space. We are having an amazing time networking and getting to know a new group of incredible people. Garrett White (Wake Up Warrior) is also here - we’ve known Garrett for about 5 years and it’s been fun to spend a little time with him as well! Kris and Garrett have been close friends for quite some time. Check out our @bartandsunny instagram for behind-the-scenes photos on our story!

• On Sunday we are taking the drive to Boise for out next Inner Circle meeting. We are sharing an AirBnb with our amazing friends who we absolutely love and adore - Fred and Jacklin! Super excited to spend some time with them, head into some meetings, and of course we’ll sneak away for a little pickleball!

• Xander passed his written driving exam and will now proceed to pass his driving exam… and then… he will be unleashed on the roads! Haha - but seriously, what is Sunny going to do if she doesn’t have to drive him to school every morning at 6:45 AM?

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