Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.
This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order.
- Discover ways for brands and products to form emotional bonds with customers
- Includes ideas for small businesses and non-profits
- Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales
Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.
Table of Contents
Preface: Why Brainfluence? xi
Acknowledgments xvii
About the Author xviii
1 Sell to 95 Percent of Your Customer’s Brain 1
Section One Price and Product Brainfluence 3
2 The “Ouch!” of Paying 4
3 Don’t Sell Like a Sushi Chef 7
4 Picturing Money 9
5 Anchors Aweigh! 12
6 Wine, Prices, and Expectations 17
7 Be Precise With Prices 20
8 Decoy Products and Pricing 22
9 How About a Compromise? 26
10 Cut Choices; Boost Sales 28
Section Two Sensory Brainfluence 33
11 Use All the Senses 34
12 Does Your Marketing Smell? 36
13 Learn From Coffee 41
14 Sounds Like Changed Behavior 44
15 The Sound of Your Brand 45
16 Exploit the Brut Effect 48
17 Smelly but Memorable 49
18 Learn From Yogurt 51
Section Three Brainfluence Branding 53
19 Neurons That Fire Together . . . 55
20 Who Needs Attention? 58
21 Passion for Hire 63
22 Create an Enemy 65
Section Four Brainfluence in Print 71
23 Use Paper for Emotion 72
24 Vivid Print Images Change Memory 74
25 Paper Outweighs Digital 76
26 Use Simple Fonts 77
27 When to Get Complicated 80
28 Memorable Complexity 82
Section Five Picture Brainfluence 85
29 Just Add Babies! 86
30 Focus, Baby! 87
31 Pretty Woman 89
32 Itsy, Bitsy, Teeny, Weeny . . . 91
33 Photos Increase Empathy 94
Section Six Loyalty and Trust Brainfluence 97
34 Build Loyalty Like George Bailey 98
35 Reward Loyalty 100
36 Loyalty, Rats, and Your Customers 103
37 Time Builds Trust and Loyalty 105
38 Ten Words That Build Trust 108
39 Trust Your Customer 109
Section Seven Brainfluence in Person 111
40 It Pays to Schmooze 112
41 Shake Hands Like a Pro 114
42 Right Ear Selling 117
43 Smile! 118
44 Confidence Sells 120
45 Small Favors, Big Results 123
46 Hire Articulate Salespeople 126
47 You’re the Best! 127
48 Coffee, Anyone? 129
49 Candy is Dandy 130
50 Selling Secrets of Magicians 132
51 Soften Up Your Prospects 136
Section Eight Brainfluence for a Cause 139
52 Mirror, Mirror on the Wall 140
53 Get Closer to Heaven 142
54 Child Labor 144
55 Give Big, Get Bigger 146
56 Make It Personal 148
57 Lose the Briefcase! 151
58 Ask Big! 153
Section Nine Brainfluence Copywriting 155
59 Surprise the Brain 156
60 Use a Simple Slogan 158
61 Write Like Shakespeare 160
62 A Muffi n by Any Other Name . . . 161
63 Why Percentages Don’t Add Up 163
64 Magic Word #1: FREE! 165
65 Magic Word #2: NEW! 168
66 Adjectives That Work 170
67 Your Brain on Stories 173
68 Use Story Testimonials 175
69 When Words are Worth a Thousand Pictures 177
70 The Million-Dollar Pickle 179
Section Ten Consumer Brainfluence 183
71 Simple Marketing for Complex Products 184
72 Sell to the Inner Infovore 187
73 Want Versus Should: Time Your Pitch 189
74 Sell to Tightwads 191
75 Sell to Spendthrifts 195
76 Take a Chance on a Contest 198
77 Unconventional Personalization 201
78 Expect More, and Get It! 204
79 Surprise Your Customers! 208
Section Eleven Gender Brainfluence 211
80 Mating on the Mind 212
81 Guys Like It Simple 214
82 Are Women Better at Sales? 216
83 Do Women Make Men Crazy? 220
Section Twelve Shopper Brainfluence 223
84 Cooties in Every Bag 224
85 Customer Replies Change Minds 226
86 It’s Wise to Apologize 228
87 The Power of Touch 230
88 When Diffi culty Sells 232
Section Thirteen Video, TV, and Film Brainfluence 235
89 Don’t Put the CEO on TV 236
90 Get the Order Right! 238
91 Emotion Beats Logic 241
Section Fourteen Brainfluence on the Web 243
92 First Impressions Count - Really! 244
93 Make Your Website Golden 246
94 Rich Media Boost Engagement 248
95 Reward Versus Reciprocity 250
96 Exploit Scarcity on the Fly 252
97 Target Boomers With Simplicity 254
98 Use Your Customer’s Imagination 256
99 Avoid the Corner of Death 258
100 Computers as People 259
Afterword: What’s Next? 263
Endnotes 265
Index 279
