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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing [Kindle Edition]

Roger Dooley
4.5 out of 5 stars  See all reviews (54 customer reviews)

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Book Description

Practical techniques for applying neuroscience and behavior research to attract new customers

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.



Editorial Reviews

From the Inside Flap

According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. If you want to get ahead of your competition, it's time to stop selling to just 5 percent of your customer's brain! Through the wonders of modern neuroscience, tools now exist that can help explain the brain's cognitive processes. When you understand how your customers' brains work, you can appeal to the powerful subconscious—and get better results for less money.

Brainfluence explains how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. 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, Brainfluence contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.

Neuromarketing can benefit your organization—whether a business or a nonprofit—in measurable ways. Get easy-to-implement, detailed tactics that are proven to boost sales, including:

  • Ease the very real pain of high prices through bundling, using decoys, and anchoring your prices effectively

  • Use images of money to stimulate a consumer to make a selfish purchase, like a sports car (but avoid these tactics when encouraging the purchase of a gift)

  • Win loyalty with rewards and quality contact time with the customer

  • Keep your brand associations consistent (and consistently good!) and become the more familiar brand

  • Build sensory features into your products, services, and marketing to appeal directly to the emotions and stored memories of your customers

  • And much more!

Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts. Your customer's subconscious mind is a vast potential resource—this book explains how to tap it.

From the Back Cover

"You can never be too enchanting, so read this book to learn even more ways to change people's hearts, minds, and actions. It's always good to have some science behind your tactics."
Guy Kawasaki, author of Enchantment and former chief evangelist of Apple

"Roger's writing is practical and very insightful. His book delivers on its promise: smart ideas supported by science that can help you make more money. A great and profitable read!"
Christophe Morin, coauthor of Neuromarketing and CEO, SalesBrain

"Using the most modern neuroscience research out there, Roger Dooley's insightful new book, Brainfluence, will serve as a how-to guide for driving a successful business past its competition."
Martin Lindstrom, author of Brandwashed

"For years I've turned to Roger Dooley to keep up with the cutting edge of neuromarketing. Now with Brainfluence, Roger gives smart businesspeoplea one-stop unfair advantage. This book is a must-read."
Brian Clark, CEO, Copyblogger Media


Product Details

  • File Size: 654 KB
  • Print Length: 309 pages
  • Page Numbers Source ISBN: 1118113365
  • Publisher: Wiley; 1 edition (October 19, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B005XXTQEK
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #87,663 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
25 of 28 people found the following review helpful
5.0 out of 5 stars Clear, Actionable, Research-based Advice December 20, 2011
Format:Hardcover
As a psychologist and marketer, I've been a long-time fan of Roger's blog and was excited to see him finally write a book. Brainfluence strikes a great (and rare) balance between being research-based and academic while still being clear and actionable. The market seems to be flooded with one or the other - academics who can't communicate, or marketers who only have opinions with nothing to back them up.

I've read many of the classics, like Cialdini's "Influence", so I was pleasantly surprised to find not only new data in Brainfluence, but new ways of looking at that data. The "100 Ways" approach made for a great collection of real-world examples and I definitely walked away with some ideas for my existing clients.
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17 of 19 people found the following review helpful
5.0 out of 5 stars At least 100 great fundraising ideas December 31, 2011
Format:Hardcover|Verified Purchase
I'm a fundraiser, not a commercial marketer, but I've found this book to be indispensable. If you're a fundraiser, and you prefer to base your fundraising on facts and science (as opposed to your own hunches and superstition), this is the book for you. It focuses on practical marketing takeaways from neurological research. There are 100 short chapters, each with a neuroscience finding and how it might be used in marketing.

I came away from this book with more than a hundred ideas I can test or just put to work in fundraising. If even a small percentage of these ideas improve results, my clients stand to make the price of the book hundreds of times over in the coming months.

Like any science, neuroscience research is extremely technical; the findings are hard for us non-scientists to understand, much less put to work. Brainfluence bridges the chasm between the research and the marketplace. It's an easy, quick, enjoyable read, and you'll get ideas you can use.
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16 of 18 people found the following review helpful
5.0 out of 5 stars Sound business advice backed by research! December 7, 2011
Format:Kindle Edition|Verified Purchase
The great thing about the web is that you can find answers to almost anything online. The problem is there's a lot of mis-information out there. Theoretical advice over what works and what doesn't and a lot of it isn't backed by much proof. Some would be expert tells you, "don't do that, it doesn't sound like a good idea." Here's the thing though, I want to know why. Why isn't it a good idea? What do you recommend? And why?

What I love about "Brainfluence" is that it answers the "why." It's a solid book, full of great insight that can be applied to various areas of your business. What's more is it's backed by research. And that's what I love about this book. It's like having my own personal business coach giving me sound advice, backed by research, over the various aspect of my business from pricing strategy to building trust with customers and potential customers. Definitely worth a read!
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11 of 12 people found the following review helpful
3.0 out of 5 stars I had just read Predictably Irrational February 13, 2013
Format:Hardcover|Verified Purchase
I feel like I'm reading Predictably Irrational all over again, but less elegantly written. I'm early in the book so far, but eight chapters in and the author is citing the same exact info from Dan Ariely's book. I'm hoping more original info pops up soon.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Excellent book for Marketing Professionals April 11, 2013
By John557
Format:Hardcover|Verified Purchase
I was recommended this book by a colleague and I am glad I made the purchase. This book has some great advice in easy to follow and concise chapters. It is also broken up into sections by topic. The section on copywriting was excellent. This is a great book if you are looking to be more persuasive in your marketing efforts.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Couldn't put it down! May 4, 2012
Format:Kindle Edition|Verified Purchase
"Absolutely brilliant! A great companion for Robert Caldini's Book Influence. Absolutely full to the gunnels with researched, practical examples and ways you can strengthen your influencing skills. Written in an easy style. I have read 50 Chapters on my Kindle Cloud Reader, couldn't put it down and will buy the hard copy version as well as consider this essential reading for an Copywriter, Strategic Marketer, Sales People, Retailers. A must have on your book shelf. Frankly the ideas are worth thousands of dollars. This book is like finding the map to the lost treasure. Follow and apply the ideas and your cash flow will surge. Highly Recommended"
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3 of 3 people found the following review helpful
Format:Hardcover
I picked up Roger Dooley’s Brainfluence after hearing him captivate a social media conference with stories of how we humans really tick. Bang, bang, bang his stories and examples came. So getting the book was just good sense. Reading it cover to cover on the flight home was better sense. I counted 37 dog-eared stories to definitely revisit when trying to meet the consumer where she's really standing…

Dooley dished up insights large and small, but all money:

• When to use a dollar sign in your pricing, when not to
• The real reason smart marketers don’t use round pricing
• The phenomenon of ‘blindsight’ and how to use it socially
• Best way to use babies and babes in ads (a shock of ads miss on this)
• Which ear to speak into when hoping for a decision (surprised me!)
• Warm liquids or cold in a business meeting? (fascinating research)
• Why simple products require complex sells and visa-versa

Dooley’s final story shows why we should forget the old Turing Test – that’s provocative advice, or, is it? For Dooley also shares how people are now registering the same 'emotional' connections with their computers as they do with fellow humans!!

Only regret: Dooley didn't dig deep on any of his great insights. That was his plan. But maybe next book?!
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Most Recent Customer Reviews
4.0 out of 5 stars Four Stars
Good summary of the feild
Published 5 days ago by Ryan Palmer
5.0 out of 5 stars Five Stars
If you sell anything, buy this book.
Published 1 month ago by Amazon Customer
5.0 out of 5 stars Great book but a bit tedious to read
This book is PACKED with great advice! Seriously, some stuff I've learned (easy or hard way), some stuff I've read/heard, and some is brand new. Read more
Published 1 month ago by sagiv131
5.0 out of 5 stars Extremely helpful summary of marketing relevant human behavior
Without getting too wordy: This book is the most useful resource on Neural marketing I have ever read. Read more
Published 3 months ago by Vitek Filip
5.0 out of 5 stars A top-tier introduction to brainy marketing
For scientific reads, one of the most rewarding things an author can do is provide a "rabbit hole experience," or one which helps lead the reader down the rabbit hole. Read more
Published 3 months ago by Gregory Ciotti
5.0 out of 5 stars Five Stars
Great recap translated to the sales area. Lots of great sound bites that can be easily employed.
Published 3 months ago by Ray Wezner
5.0 out of 5 stars Amazing Book
Amazing book! Gives great insights into the sales process and is extremely valuable to a person like me who runs a retail establishment! Read more
Published 3 months ago by Kumar Ramchandani
2.0 out of 5 stars Brainscam!
I think the whole idea of neuromarketing is still in its infancy, and yes - it's a fancy throwaway line to get people to buy books, but when it comes down to the nitty gritty, how... Read more
Published 5 months ago by Tomas Ericsson
5.0 out of 5 stars A constant source of information and inspiration
In a world of infinite choices understanding how your customers feel and how that influences them to act is not optional. Read more
Published 10 months ago by Bernadette Jiwa
4.0 out of 5 stars Start today to have impartial messaging
Great easy read with quick easy tactics to incorporate neuromarketing techniques in your messaging. The book reads more like a manual of best practices. Read more
Published 11 months ago by Reginald Duhe
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More About the Author

Roger Dooley is a marketing speaker and author of the blog Neuromarketing as well as the upcoming book Brainfluence (Wiley, November 2011). He is the founder of Dooley Direct, a neuromarketing and digital marketing consultancy, and co-founded College Confidential, the leading college-bound website. He spent years in direct marketing as the cofounder of a successful catalog firm and also served as director of corporate planning for a Fortune 1000 company. Dooley has an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.

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