Neuromarketing: Is There a 'Buy Button' in the Brain? Selling to the Old Brain for Instant Success (Hardcover)

~ (Author), Christophe Morin (Author)

Editorial Reviews

Product Description

Unveiling a remarkable combination of the latest brain research and revolutionary marketing practices, authors Patrick Renvoise and Christophe Morin present highly effective techniques to build and deliver powerful, unique, and memorable messages that will have major, lasting impact on any audience. The book covers:

• What the latest brain research says about the true ‘decision center’
• How to craft your message to appeal to the part of the brain that decides: the Old Brain
• The 6 stimuli that always trigger a response from the Old Brain
• The 6 message building blocks of an effective message
• The 7 impact boosters that set a presentation apart from the rest
• The 3 different learning styles and how to address them
• How to create impact and grab immediate attention every time

What is the Old Brain and why is it important to anyone?

New research in neuroscience reveals that the human brain is categorized into three separate parts that act as separate organs with different cellular structures and different functions:

The "New Brain" thinks; it processes rational data.
The "Middle Brain" feels; it processes emotions and feelings.
The "Old Brain" decides; it reviews input from the other two brains and controls the decision making process.

Traditionally, we have been taught to communicate to the New Brain, logically and rationally, while failing to address the true decision maker, the primitive Old Brain, in a language it can understand.

In this groundbreaking book, authors teach how to build and deliver messages that provide maximum impact by speaking directly to the Old Brain. The Neuromarketing principles presented in this unique book will revolutionize the way executives, marketing and sales professionals communicate and sell so they successfully influence any audience, anytime.

About the Author

Patrick Renvoisé

Patrick Renvoisé grew up in France where he received a Masters in Computer Science. Immediately focusing his career on sales, he quickly succeeded in winning large contracts in complex, international and highly competitive sales environments. He spent several years in global business development first at Silicon Graphics where he initiated, closed and managed multi-million international OEM agreements, and then at Linuxcare, a pre-IPO company founded by Kleiner Perkins where Patrick served as Executive Director Business Development & Strategy. While selling super computers and software to NASA, Shell, Boeing, Canon, BMW,Airbus and more, he met some of the smartest people on earth and becamefascinated by the human mind. Using this newfound knowledge, his engineering background, his sales expertise, and a compelling desire to seek the truth, Patrick developed the ³Selling to the Old Brain² model the first neuromarketing model. To get a diagnostic on the Selling impact of your sales organization, you contact him at: [e-mail]

Christophe Morin

With over 18 years of marketing and business development experience, Christophe's passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Before co-founding SalesBrain, Christophe was Chief Marketing OfÞcer for rStar Networks, a public company that develops private networks for Fortune 500 companies. Previously, he was VP of Marketing and Corporate Training for Canned Foods, Inc, the largest grocery remarketer in the world. During a six-year tenure as President and C.E.O. of French-owned Doublet Manufacturing, Inc, he won a highly competitive multi-million dollar Olympic bid in 1996. Christophe graduated from ESC Nantes with a BA in Marketing, and received an MBA from Bowling Green State University. Christophe now serves as Chief PAIN OfÞcer at SalesBrain. For help on how to identify and overcome your Prospects¹ PAIN, email Christophe at:[e-mail]

Product Details

• Hardcover: 198 pages
• Publisher: SalesBrain Publishing (September 15, 2005)
• ISBN-10: 0974348228
• ISBN-13: 978-0974348223
• Product Dimensions: 9.5 x 6.4 x 0.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.9 out of 5 stars  See all reviews (10 customer reviews)
• Amazon.com Sales Rank: #920,967 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars One of the very books on selling I've ever read, August 11, 2006

By	John R. Kirk "Captain Enterprise" - See all my reviews (REAL NAME)

I am a business coach and I read about 50 books a year (wish it were more). Most everything that can be said about sales & marketing has been said but sometimes there's a bit of new information and sometimes the information is packaged in a new and better way.

I think Neuro-marketing qualifies on both counts. First, it's an easy read. Large print, clear organization, amusing simple cartoon graphics. You can flash through this book's 200 pages in no time.

The book's new information is the study of the old brain. I don't want to tell you what the books going to tell you. I just want to tell you enough so you may know whether you should buy the book. There is no detailed or scientific study of the brain. Just the conclusions drawn from those studies. And those conclusions are: 1) We have an "old" brain which was developed millions of years before our "new" cognitive brain; 2) The "old" brain makes the buying decision and the new brain only rationalizes, explains or attempts to justify our decisions; and 3) There are 6 specific ways to communicate with the old brain and if you don't use them it's like trying to sell to someone who speaks a different language than you.

I also like how the book is organized. Clear short chapters. Nitpicking, but I think they could have broken chapter six into several chapters. But the organization is very helpful both in learning and then applying what one has learned.

Interestingly, and this is important if you're thinking of buying this book, this is called Neuro-marketing which implies that it's a marketing book. But it's as close to a pure sales book as you can get. (It's sometimes hard to draw a line between marketing and sales).

I tend to be reluctant to reccomend books, becasue people have different tastes and it's hard to tell if my opionion applies to me or to all. I feel very comfortable reccomending this book. It is really just one of the very best books I have ever read on sales. I would be astonished if you didn't learn a LOT of new stuff integrated with a lot of old stuff that you probably need to re-learn and re-apply.

What can I say? Buy it.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Throw away the spec sheets . . . , December 8, 2006

By	Dave Kinnear "the Rational Taoist" (Lake Forest, CA USA) - See all my reviews (REAL NAME)

I had the pleasure of attending a conference where Messrs. Renvoise and Morin presented their concept of Neuromarketing. It was an entertaining and insightful presentation to say the least. The book was no less enjoyable.

The authors present in a clear and logical fashion why those few successful sales programs that are based on consultative selling work, and how we can achieve even better results for our clients and our companies by applying the science behind how we make decisions. For you sales and marketing professionals who are highly successful, you may well be an "unconscious competent"; this book will make you a conscious competent by explaining the way our decisions are really made, including our purchasing decisions.

What we learn is that it's the "old brain" that makes the decision to buy - not our new brain with all the logic. It is almost certain that all the reasons you give for purchase of a product are really justifications for the fact that you were really avoiding pain. We learn that the fastest way to the old brain is through the optic nerve - that means pictures!

We learn that six characteristics of the old brain: Self-centered, Contrast, Tangible, Beginning & End, Visual, and Emotion. In order to help our client, we need to shape our message, the picture, to maximize the message and stimulate these old brain needs.

As you would expect, this book is easy to read, compelling and gets the message across. Anyone in business and especially those involved in direct sales must read this book and put it to use.

1 of 1 people found the following review helpful:

5.0 out of 5 stars President, November 28, 2005

By	Jeffrey M. Lazerson - See all my reviews (REAL NAME)

Step by step I followed the recipe of Neuromarketing for selling to the old brain. Diagnose the pain. Differentiate my claims. Demonstrate the gains. Deliver to the old brain. Like a hotknife through butter, I went 2 for 2, making 2 of the largest sales of my 25 year career. The simple brilliance of this book is incredible!