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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Hardcover – November 22, 2011
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From the Inside Flap
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
— 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
More About the Author
Top Customer Reviews
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.
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.
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!
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?!
Most Recent Customer Reviews
Best book I have ever read! I loved the details, stats, useful information. Author seems to be a specialist. Every topic consists of right amount of information. Read morePublished 18 hours ago by Matt Kondraciuk
I like this book. it really breaks down purchasing cycles. it is a good book for anyone interested in getting into marketingPublished 2 months ago by Amazon Customer
An excellent book. Deserves shelf space right next to Blue Ocean Strategy.Published 6 months ago by Maria K. Todd
I should have known it was of questionable value when it was promoted by that 4-hour-gimmick guy. There are more chapters than actionable content items, and most of the chapters... Read morePublished 7 months ago by ron.dunn
Great read, enjoyable and fun yet informative.
Would recommend it to anyone interested in human behaviour. Business owners and sales people must read.
The book has certainly given me a new and fresh perspective on what happens in the complex buying mind of the consumer. I would recommend this read to anyone involved in selling.Published 8 months ago by Frontera