Neuroscience, Leadership and 7 Challenges for DM Leaders

Leaders do make a difference. Maybe the explanation can be found in neuroscience. Over the years I’ve worked with many different leadership styles, and it’s apparent that some are more effective than others. Let’s take a look at the good and the, well, not-so-good leadership I’ve observed from direct marketing leaders, along with seven challenges that can deliver …

In my direct marketing career, I’ve worked as an employee or consultant with many types of leaders. As I recall the bosses and clients who produced the best outcome for their respective organizations, they all had empathy, listened to those on the frontlines, made go or no-go decisions quickly, and had a magnetic personality that made them very likeable. Three positive traits of people I’ve worked with over the years, who were “great” direct marketers, and had these styles of leadership:

  • Tough as nails, but want everyone to succeed as individuals.
  • Delegated every decision about copy and creative to the professionals.
  • Were cheerleaders who empathized, knew every department’s responsibility and brought out the best in human behavior.

Then there are traits of other direct marketing leaders who weren’t at a Level 5 and got in the way of being effective:

  • The only good ideas came from them.
  • Decisions were painfully slow, or non-existent, and marketing opportunities were missed.
  • Chased the latest, bright shiny technology object, wasting time, and failed to test anything.

So, back to neuroscience and the opportunity to change yourself: Whether you’re the leader or aspire to become the leader. I challenge you to ask yourself:

  1. Do you nurture emotions?
  2. Are you social?
  3. Do you display genuine empathy?
  4. Are you more productive because you engage with the emotions of co-workers or staff?
  5. Do you channel your ego away from yourself and lift up others?
  6. Should your swagger be moved down a notch?
  7. While keeping everything else in check, are you producing sustained positive outcomes?

(Read more about using neuroscience in marketing, along with left brain/right brain thinking in my new book, “Crack the Customer Mind Code” available at the DirectMarketingIQ bookstore. Download my free seven-step guide to help you align your messaging with how the primitive mind thinks. It’s titled “When You Need More Customers, This Is What You Do.” )

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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