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

Roger Dooley (Author)

Book Description

Publication Date: November 22, 2011

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

See all Editorial Reviews

Product Details

• Hardcover: 304 pages
• Publisher: Wiley; 1 edition (November 22, 2011)
• Language: English
• ISBN-10: 1118113365
• ISBN-13: 978-1118113363
• Product Dimensions: 6.5 x 1 x 9.3 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (34 customer reviews)
• Amazon Best Sellers Rank: #66,901 in Books (See Top 100 in Books)
  • #67 in Books > Business & Investing > Marketing & Sales > Consumer Behavior

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.

Most Helpful Customer Reviews

19 of 21 people found the following review helpful

5.0 out of 5 stars Clear, Actionable, Research-based Advice December 20, 2011

By Peter Meyers

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.

14 of 16 people found the following review helpful

5.0 out of 5 stars Sound business advice backed by research! December 7, 2011

By Ricardo Bueno

Format:Kindle Edition|Amazon 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!

10 of 12 people found the following review helpful

5.0 out of 5 stars At least 100 great fundraising ideas December 31, 2011

By J. Brooks

Format:Hardcover|Amazon 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.

3 of 3 people found the following review helpful

3.0 out of 5 stars I had just read Predictably Irrational February 13, 2013

By Daniel Hsu

Format:Hardcover|Amazon 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.

3 of 3 people found the following review helpful

5.0 out of 5 stars Couldn't put it down! May 4, 2012

By Alistair Gray

Format:Kindle Edition|Amazon 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"

7 of 9 people found the following review helpful

5.0 out of 5 stars Very practical, to the point and easy to relate to. Highly recommended! November 1, 2011

By T. Harvey

Format:Kindle Edition|Amazon Verified Purchase

Brainfluence is a very practical guide to how the brain works and how that relates to everyday marketing ideas. It dives straight into practical applications and is more concise than some of the other neuromarketing books out there. The chapters are to the point and often reference other parts of the book, and he mentions lots of industry research but quickly summarizes the applicable points. There are some parts where he brings up ideas that go on a limb past where the research currently is, but he explains when these come up and describes how that conclusion came about.

There are quite a few real life examples to relate to (e.g. Super Bowl ads, direct mailers and New Coke), and if you've read any other similar books he weaves those ideas together into cohesive thoughts and expands on them. If you haven't seen any other books on the subject - this is a good place to start and doesn't require any previous understanding of neuroscience. He also talks more about the ethical implications of neuromarketing and how to avoid those problems than some of the other books I've seen.

Overall, a great book. After years of experience in marketing, I had lots of "a-ha moments" and it was a pretty quick read. Highly recommended!

2 of 2 people found the following review helpful

5.0 out of 5 stars Excellent book for Marketing Professionals April 11, 2013

By John557

Format:Hardcover|Amazon 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.

2 of 2 people found the following review helpful

5.0 out of 5 stars Great Book! Insightful. Clear. Helpful. March 6, 2012

By Sandra Zoratti

Format:Hardcover|Amazon Verified Purchase

Roger has done an outstanding job writing Brainfluence! This book utilizes scientific-based behavioral research and translates that science into actionable, real-world approaches for marketers. Science meets art. Each chapter provides a pragmatic, helpful way for marketers and businesses to leverage the behaviors uncovered by scientific methods.

After reading this book, I have several novel ideas on new marketing approaches and ways to improve my business results. In addition, the book is written in a very digestible format with the perfect balance of depth of content, clarity and a touch of levity to keep the reader fully engaged from cover to cover. Brainfluence gets a strong recommend from me.