How to Create Marketing That Makes People Say “I Need This! with Elena Daccus
- Jan 24, 2025
- 17 min read
TL;DR
How can entrepreneurs make their messaging so compelling that an ideal client thinks, "I need this?"
The key to compelling messaging is making the messaging specific, emotionally relevant, and easy to understand. Instead of overwhelming people with too much information, the goal is to create instant recognition and curiosity so the right audience feels naturally drawn to your offer.
Elena Daccus and the Power of Neuromarketing
What Neuromarketing Does
Neuromarketing combines neuroscience and behavioral psychology to help entrepreneurs communicate in a way that resonates more deeply with buyers. Rather than relying only on logic, it uses emotional and subconscious triggers to shape attention, interest, and action. That makes it especially useful in crowded markets where similar offers compete for attention.
Elena Daccus explains that a large share of decisions happen below the level of conscious thought. That means the most effective marketing often is not the most detailed or technical—it is the clearest and most emotionally relevant. When your message feels familiar and specific, people are more likely to stop, pay attention, and respond.
Why Specificity Converts
One of the strongest ideas in Elena Daccus’s approach is the power of specificity. Generic language tends to blur together, but precise language makes the audience feel seen. That sense of recognition can create an immediate connection with your message.
For example, a vague question like “Are you overwhelmed?” is easy to ignore. A more specific one, such as “Do you keep misplacing your keys or glasses several times a week?” creates instant identification. This is where neuromarketing becomes practical: the message does not just describe a problem, it mirrors the audience’s real experience.
That kind of specificity also helps your content stand out. Instead of sounding like everyone else, you sound like you understand the customer’s actual life. For business owners, that difference can improve engagement and raise conversions.
Avoiding Information Overload
Another lesson from Elena Daccus is that too much information can work against you. Many entrepreneurs assume that more teaching will create more trust, but overloaded people often shut down instead of buying. When content becomes too dense, the audience loses clarity and momentum.
A stronger strategy is to focus on the transformation, not every step in the process. People usually need to understand why something matters before they are ready for the how. If your message creates an “aha” moment, it is far more likely to move someone toward action.
This is especially important in sales content and lead generation. Confused prospects hesitate, while clear prospects move forward. Simplicity is not weakness—it is often what makes a message persuasive.
Who Can Use It
Neuromarketing is useful for a wide range of entrepreneurs, including coaches, consultants, and digital product creators. Elena Daccus has shown how this approach can work across different industries because the underlying principle is the same: people respond to messages that feel relevant and emotionally true. The format may change, but the psychology remains consistent.
A simple funnel can be highly effective when the messaging is aligned. An ad, a piece of content, a masterclass, and an offer can work well if each step speaks directly to the audience’s experience. The power is not in complexity; it is in precision.
Applying It to Your Business
The best way to use Elena Daccus’s approach is to look at how clearly your marketing reflects the customer’s world. Are you describing what they actually feel, think, and struggle with? Or are you using broad language that could apply to anyone?
If you want better results, tighten your message before you add more content. Make your language more specific, your offers more focused, and your funnel easier to follow. That combination helps the right people recognize themselves quickly and trust that your solution is for them.
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Transcript for Episode 392. Marketing That Makes People Say “I Need This!"
Amy [00:00:02]:
There are so many tactics in the world of marketing that we can use. But have you ever heard of the neuromarketing method? This proprietary method was developed by today's guest, Alena Dakis. And it is completely different than everything that you are currently doing. And in this episode we're going to unpack it. Exactly what is neuromarketing and how can this subtle shift in your marketing efforts really improve your conversion rates? Elena, thank you so much for joining me today. I'm excited to talk about this because let's be honest, I've never heard of the neuromarketing method until I entered your world. So tell us a little bit more about neuromarketing. What the heck is it? Let's start there.
Elena [00:00:51]:
Yeah, let's start there. Well, thank you. It's such a pleasure to be here on the podcast and I'm so excited about this conversation which I know will benefit so many people. Well, let me give you before I dive deeper into what it is and how it works. And we're gonna drive in all the juicy details about how can people really implement it in their content, in their launches, in their evergreen funnels and masterclasses to really drive up the conversions. Because this is a method that's going to help you sell without selling. It's really going to help people want to buy your offers in a very natural, authentic, through way, through subconscious communication. It's really all designed as an antidote to a saturated market.
Elena [00:01:31]:
Right now we know one thing for sure, the competition is higher than it has ever been. Every single niche is saturated. There's so many players. And actually Right now in 2025, the key objective is for your business to stand out. And how do we do that? We really create a standout messaging and messaging done through neuromarketing where we really infuse neuroscience, behavioral psychology and marketing into really creating concise message is what's going to be the differentiate on the market. But before we dive deeper into, let me just quickly introduce myself to give a bit of a background to me and my story. I kind of come from a very different background. For many, many years I have been buying and selling companies many years in emerging acquisitions.
Elena [00:02:16]:
I have bought and sold over 50 companies worth over US$10 billion. And you know, Amy, it's been such a journey to really open the leads to hundreds of businesses to see what is actually working on the inside. I can see the champagne, parties, the celebrities, endorsements and all those things on the front end. But actually when we open the books and we open the leads to the business, what is working, what is converting, what is creating exciting sustainable businesses and what are successful businesses do that similar but repeatable patterns and what other failed businesses missed to implement. And those are the insights that I have collected like gems over so many years. Working with hundreds of companies is really what I've put into my signature methodology. It's really what I'll be sharing today and really what you get when you listen to my podcast and any of my masterclasses. This is really lived and breathed experience of being in the trenches, working with businesses and really nailing down.
Elena [00:03:17]:
One question. What is the most, one of the most important things for your business success? And really comes down messaging.
Amy [00:03:23]:
Yeah, it really is. So how does this method work? Explain that to us.
Elena [00:03:31]:
Yeah, of course. So there's really. So if we think about messaging and we think about the new way of really creating messaging that attracts the right people, what we think about is really thinking about neuroscience. We really think about how does a human being makes decision? How do you make decisions? Reality is a lot of it is hormonal patterns. We call those psychological neuromarketing triggers. For example, we will see an ad with a juicy burger on it and we will have some hormone reactions in our brain that sends a signal to our stomach to say, wow, I feel quite hungry. And then we will reach to make either purchasing decision or go to a fridge and we feel hungry sensations. Well, the reality is 70% of our decisions are done on a subconscious level.
Elena [00:04:17]:
We don't think about it, we don't analyze it. We are just attracted to this person. We think, oh my goodness, that person has authority. I don't know why. No one's going to overanalyze, but we are, we're attracted. We think someone's an expert, we think they're an authority, and then we dive deep into their world. And through a number of steps, we're like, wow, I just know when to work with them. All those decisions happen subconsciously without overanalyzing.
Elena [00:04:43]:
So when we can tap in to understand how does that happen and what are the key triggers that we can pull in, in the messaging, in the content, in the communication to really develop that reaction. We want your clients, no matter what niche you're covering, any business you're in, first we want them to feel like, oh my goodness, this person speaks directly to me. So we have a number of triggers we want to attack to them. We want to also want your clients to feel like, oh my goodness, this person knows what they're talking about. Then Expert, how do we do this? So all those key steps. So there's about 11 steps in the neuromarketing method methodology that we need to attack the psychological triggers that we have to work on. Almost dopamine, 11 patterns that by the end of it, feel like I don't know what that person has to offer, but I really want to work with them. So what we see, my clients is they will get DMS from people.
Elena [00:05:35]:
They will also get people emailing back to say, oh my goodness, I've dived deep into the world. Maybe I saw your ad. I quickly jumped to your masterclass. By the end of it, I don't know what you have to offer, but what I want to work with you.
Amy [00:05:50]:
Yeah. And I think we've all, as consumers, seen this in action. So would you mind sharing one of the first steps with us as an example of like, where do we even start? Because we know that we need to speak to the subconscious. But it's one of those things that almost seems easier said than done. So would you mind sharing step one?
Elena [00:06:11]:
Yeah, absolutely. I mean, there's so many things. So for example, we, in my methodology, there's three pillars and the pillar number one has 11 elements in it. And it's all about psychological triggers. Let me share one of my favorite frameworks for your listeners to really go when being able to use and implement. One of the first things, if you run in an ad online, if you put in a piece of content, if you are, maybe you're running a launch coming up and you want to get people to attend your masterclasses, your webinars, your events, but you also want them to stay. One of the big mistake that people make. Well, there's many.
Elena [00:06:46]:
And we'll dive deeper into them, of course. First one, people use very generic and overused language. What happens is when you in your messaging, in your copy, in your headlines, if you use generic overused language, like lose 10 kilos in 30 days. What? Or this is a, you know, webinar for overwhelmed moms. Well, what overwhelmed mother is to me and what it is to you and anyone else is a completely different thing. Thing. So that is subjective language. And it gets a pushback from previous, from kind of premium clients.
Elena [00:07:23]:
So instead of calling someone overwhelmed, if you say, hey, are you a mother? And do you have to shout at your children at least three times in the last six days in order to get them to do anything, their homework or get them out of the door for school? Yes or no binary answer. And another example are you do you find yourself either losing keys or glasses at least five times in seven days, especially in the hours in the morning and you can't know where it is and can't find it, that could be a sign that you might feel overwhelmed. What are we doing is we're describing someone in a very sub kind of. We're not putting judgment, we're not using any pain point marketing, we're very factual and we're describing them as if we are observing them operate in their life. And what happens is with that kind of language, it's very difficult to push back against it. Because if someone says, are you overwhelmed? People be like, well no, I'm not overwhelmed. And but actually when we describe them from a place of love, from a place of compassion, but in a very objective way, exactly what they're doing, they'll be like, actually I do do that. I do lose my keys and my glasses and oh my goodness, I do have to shout at my children and oh my goodness, I might be overwhelmed.
Elena [00:08:42]:
So what happens is not just an example of a flavor. Of course it's going to be very different for all of businesses, for people listening. But what we want to get to is high level of specificity. What I want you to think of it is when you talk and describe in your client or the situation they might find themselves in, use what I called a camera lens method. So imagine you have a camera lens or something you observe in your clients and be as non judgmental, as objective as possible. What are they doing? What are they observant and be very specific. It's like you go into a doctor and the doctor instead of giving you judgment, oh, you feel tired, you feel sick, you feel overwhelmed. Subjective language, we don't want that.
Elena [00:09:25]:
They might say, hey, do you find yourself, you wake up at least for two hours between the hours of 3 o'clock in the morning, 5 o'clock at night and you can't go back to sleep. And for the next 30 minutes it takes you look and staring at the sky or doing something, you can't go specific language. Can we describe their life? And a lot of specificity. So that's a really powerful tool. And what happens is when you use that, guess what happens on the other end of your audience? They perk up. They're like, oh my God, she's talking about me. And they start listening. And in the world of noise right now, in the world of saturation, in the world where we are bombarded with ads and content, if you can get someone to be like, oh my Word.
Elena [00:10:07]:
This message is for me. Guess what? That's when they open up. That's when they continue listening. That's when they pay attention. And when they pay attention, there are sales.
Amy [00:10:16]:
Yeah. So what it really sounds like it comes down to is in order to get the subconscious narrative to perk up and pay attention, you're getting them to self identify by going, oh, my gosh, it's like, she's in my head. She knows exactly what I'm dealing with. So when you get super specific versus those generic messages because, yeah, overwhelming, something different for everyone, it seems like that's a major, major trigger to get that subconscious to go, oh, wait, she's talking about me.
Elena [00:10:52]:
Yes. And it's the reason why it's subconscious. It's like, imagine if I said, I know right now you're wearing a white jumper. If people listening, they can't see us on video. Amy's wearing white, beautiful jumper. She's got beautiful blonde hair. If I were to say, hey, are you on a podcast right now? And you're wearing a white jump and you've got blonde hair and you've got black headphones on your head, this message is for you. What happens is, even if, like, an example like this, you know, I'm playing, you know, it's an example, but your body can't help but perk up and be like, oh, my goodness, she's talking about me.
Elena [00:11:26]:
We actually find on a hormonal system, the adrenaline will pump into your blood. It's a. It's a coldest spotlight effect. What we're doing is we're putting a spotlight on your individuals. Like, you're in a classroom full of people and the teacher is talking. Amy in a white jumper with blonde hair, can you stand up? So we're wired. Adrenaline kicks in. What happens when adrenaline kicks into our system? We become hyper attentive.
Elena [00:11:53]:
We're, like, ready to fight or flight. That's when we get. That's how actually on a hormonal neuroscience level, it actually works. So exactly that. And it's not even just what's going on in their head. It's someone about, can we describe them? So they're like, oh, my word, she's talking about me. The teacher is pointing the spot. Spotlight on me.
Elena [00:12:13]:
The spotlight is on me. So it's a really spotlight effect.
Amy [00:12:17]:
Yeah, that makes so much sense. Can you give us another example of a mistake that you see entrepreneurs making all of the time that you're like, you know what? If you would just fix this one thing you mentioned you know, the generic messaging. What's one other super common mistake that you see clients making all of the time that if they just took the time to dive in a little deeper would really help to boost their marketing efforts?
Elena [00:12:46]:
The big one is selling with information. A lot of experts especially, they think what's the best way to sell my stuff? I'm gonna give away my free coaching, I'm gonna teach my best stuff for free in a hope that your audience will be impressed. They will be like, wow, this is so valuable and they will want more and they will buy what we actually seen is that works. It has the opposite effect on people. It's understandable how people think that, oh my goodness, how can I demonstrate value in order? How can I be an expert, showcase my expertise? I'm going to teach. But what we're finding is, is that information doesn't really sell, which is especially right now with AI with information and steps and how to available everywhere, it becomes a commodity. And also if you think about best selling books on your time bestseller list, you'll never find a tutorial there. You'll never find encyclopedia there.
Elena [00:13:43]:
In fact, the books that we pass around to our friends, our family, they do something a lot deeper. They give us insights and transformational insights. They give us those aha moments like oh my word, this person just put spotlight on my blind spot that no one else did. That's what we find valuable. So if the biggest thing I see is really people over teaching, selling with information, really bombarding people with how tos and what happens is your audience on the other side of it, instead of being impressed or wanting to buy from you, they just get overwhelmed, frustrated and their to do list has exploded. And we know one thing for sure, overwhelmed and confused people do not buy.
Amy [00:14:28]:
Yeah, 100%. And that's such a good point because all of the information is out there. We are living in a day and age where you can literally google anything. You can go and ask ChatGPT to break down your 4, 5, 10, 20 steps to do anything. But you're right. When you build that emotional connection and when you evoke that, that dopamine response like yes, of course you're going to have people that are like oh my gosh, she gets me. I need in her world right now. It's like magic.
Elena [00:15:02]:
It really is. And it's what beautiful about it. It's irresistible. It happens just automatically. It's a physiological response and that's why it's so, so, so powerful.
Amy [00:15:13]:
Yeah. Now who is this methodology best for so is this something that anyone that's selling any type of product or service can incorporate into their marketing or is this best for one specific niche?
Elena [00:15:28]:
It really is for everyone. If you sell, it works best if, I mean really you can fuse it everywhere. But especially it works best if you, an expert coach consultant. If you sell any type of digital product group program, mastermind, one to one coaching, that's an ideal thing because for all of that and I have clients in all niches, I have parenting coaches, I have people that help people write books, I have people that help people manifest things and astrologers who use this extremely successful. So it's really, really works for everyone. But if you think about what's required for your business to succeed, a lot of people will come to me and they say Elena, it's 2025, I want to make seven figures this year. So really we think about what is required for that to be a success. Well, really what we need is we need to take someone who is a stranger to your business, who doesn't never heard of your name before and we need to move them to a position where they feel like this is the perfect person for me and what they have to offer is exactly what I need right now.
Elena [00:16:28]:
And I'm ready to buy now. And that's what we need for the seven figure business to really be sustainable and consistent. So if we can build this system and what neuromarketer allows us to do is really be fully in control, how quickly they buy. And then what we do is we create an ad and a funnel and all the typical things that an online business is needing to succeed with. The difference is we just infuse it with all those triggers, the crafted custom messaging for your business. So by the end of it, in as Short as in 24 hours, they feel like this is the place where they really get me. This is the place where they have exactly what I need right now. And I totally get how this is my priority and absolutely next step.
Elena [00:17:11]:
This is not a nice to have. One day I'll buy this course. Maybe, maybe if my kids are older, if when I make enough money. No, no, no. This is right now and it's absolutely a must. So it's really that. So anyone can really use it especially and I know so many people listen right now where you want to impact, you want to really help a lot more people with your knowledge, with your expert areas. It's really that and the funnel itself is very simple.
Elena [00:17:39]:
We know it's proven and tested and add a piece of Content, then we move them into really simple masterclass and then really an offer on the back of it. There's nothing kind of difficult about that. That is very standard. It's proven, it's typical. What makes this special is the things we put inside it. It's the headlines, it's the messaging. Because ultimately I'm sure Amy, you can understand this as everyone, you're a top expert at this is that messaging is what makes great businesses. Messaging is the key.
Elena [00:18:13]:
That's what helps people to scale to seven figures and that's the differentiator in any market.
Amy [00:18:18]:
It really is. And especially when you're trying to sell the invisible, when you're trying to sell a service that it's not a physical product, that messaging is critical to get people past that. When them thinking, when I have enough time, then I'll invest. When I have enough money, then I'll invite. No, this is the secret sauce. This is the thing that will get them to move. So you're absolutely right. Fixing the messaging by really tapping into the subconscious narrative is going to move followers to buyers quickly and easily.
Amy [00:18:55]:
Elena, this was awesome information. Thank you so much for taking the time to dive in and share so much. Tell us more about your podcast and how we can get into your world.
Elena [00:19:06]:
Amazing. Well, yes, I have a podcast called Bossy Heels by Elena Dacas. I'm sure we'll leave details of that in the show notes, but come and listen to it. I interview amazing guest. I have you on the podcast as well. I have people like Stu McLaren, Rachel Miller, Alex Harmozzi, world class speakers on the podcast. And really every week I share really practical things you can be doing. Implementing your business is really supporting female entrepreneurs and really making a difference because I know sometimes it can be difficult.
Elena [00:19:41]:
You have big dreams, big ambitions and you want concise information to make it happen. And also I have a really powerful masterclass if you want to learn more about how does this, this, how do I make this work, this neuromarketing, what's it all about? How do I make this into my business and infuse your launches content, your funnels with it? Watch my masterclass. You'll get an idea, you experience it on yourself, which is really important. So you get to see what it's like in practice and then send me a DM if you have any questions. Always happy to chat.
Amy [00:20:11]:
Oh, I love it. This has been amazing. Elena, thank you again for being here today. And until next time, remember to leverage your data and shatter your sales plateau.
Elena [00:20:21]:
Well.
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