Image: Halt, who goes there?

Marketing authority Roy H. Williams, in his outstanding book Secret Formulas of the Wizard of Ads, introduces us to a fascinating interrogator in our head named “Broca.”

The sole responsibility of this part of the brain is to filter the massive amount of information that bombards us daily. Broca is the judge that screens out the predictable, irrelevant and unnecessary data and decides what is essential to let through.

Guarding entry into our mind, it only allows information that contains a quality of uniqueness and surprise to pass. Predictable patter is immediately dismissed.

Our marketing goals, therefore, must be about surprising and bypassing the guardian of the gate if we are to get our message across.

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