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Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain by [Patrick Renvoise, Christophe Morin]

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Patrick Renvoisé

Christophe Morin

Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain Kindle Edition

by Patrick Renvoise (Author), Christophe Morin (Author) Format: Kindle Edition

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The latest brain research is changing the way we think about sales. How can this help you increase your business?

With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness.

Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers.

In Neuromarketing, Renvoisé and Morin will help you learn:

The six stimuli that always trigger a response
The four steps to align content and delivery of your message
The six message building blocks to address the "old brain"
The seven powerful impact boosters to set your delivery apart from the rest

Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.

Print length

253 pages
Language

English
Publisher

HarperCollins Leadership
Publication date

September 30, 2007
File size

2209 KB
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Christophe Morin
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Roger Dooley
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Christophe Morin
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Customer reviews

5 star		70%
4 star		16%
3 star		9%
2 star		2%
1 star		3%

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Susanna Hutcheson

Lots of valuable information to help you make sales

Reviewed in the United States on December 22, 2007

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The authors tell us that most people buy from what they call their old brain. In short, the old brain is man's ancient way of thinking from the beginning of time --- the fight for survival. The authors argue that we make our buying decisions from this brain.

So, if this is so, the way we sell must talk to that brain and not the logical brain or the brain we think is used to make decisions.

I think that most people in advertising and marketing have known this but may not call it "the old brain."

However, I found the book full of useful ideas that will help me write more effective sales messages. After all, if we can find the prospect's pain, we can address it and show the prospect how we have the solution. It's basically that simple.

The book is mostly common sense marketing. But the slant is new and some of what we read is rather revolutionary.

Some people say that neuromarketing could be used to manipulative
people. Perhaps. But doesn't all advertising manipulate people, or attempt to do so?

In neuromarketing, we learn that fear is the most basic and primal motivator. We make many --- perhaps most --- of our decisions based on fear. For example, IBM used fear in it's advertising to the point where we heard, "No one was ever fired for buying IBM." In other words, fear of losing our job caused us to "safely" buy Big Blue --- even if another solution might have actually been better.

I find in the copywriting I do for my clients that using fear in the sales messages I write for them is very effective. No one is immune from fear. We don't all crave the same things. But we all have fears. And fear motivates. Researchers, for example, have demonstrated that we react faster to observing fearful faces than we do in seeing happy faces (Emotion, 2007).

Which motivates you more? The message that you could earn more money or the fear of becoming homeless? The former matters. The latter is a hard-hitting motivator that works on our primitive emotions or, as the authors call it, the old brain.

This is an excellent book. It's fast paced and well written. The authors believe that short sales messages work best. They also believe that people recall what's at the beginning and the very end of the message. I like that. It's always worked for me and it will work for you.

Highly recommended.

4 people found this helpful

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Loren Woirhaye

Average. Has merit, but I expected more

Reviewed in the United States on August 15, 2010

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If it's news to you to you that "The latest breakthoughs
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".

This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.

It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.

Dale Carnegie is great, but not "the latest breakthroughs in
brain research".

If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
moments.

If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.

Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.

I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"

If it's so up on the latest brain research, where are the citations?

That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.

87 people found this helpful

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jess m.c.

Quite nice

Reviewed in the United States on May 14, 2021

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Quite nice, I liked the style of writing. However, more advanced people in this field may find it less impactful or useful.. in overall it’s a nice piece.

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Michael MacDonald

Solid distillation of important concepts

Reviewed in the United States on May 16, 2020

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This is rudimentary information for any avid reader of modern neuropsychology or even just basic psychology.

Even those who are reasonably well versed in marketing will recognize these ideas.

The book becomes somewhat useful for the novice or for some one looking for a new lens by which to revisit these ideas.

My main reason for granting on three stars is that it’s a bit dated using aged advertisements to drive home its points. The technology in our world has outpaced every case and that undermines the impact of some of the stories. With a little effort from the reader, you easily imagine modernized examples however.

I’d recommend it as a refresher only.

7 people found this helpful

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Michael P. Maslanka

Effective tips

Reviewed in the United States on November 30, 2007

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In keeping with what they counsel, the authors make a stark statment: this is the only book that marries the latest in cognitive research with sales techniques. Now that's an effective approach. Why? Because our brains were wired 10,000 years ago to survive by seeking out the simple and direct and it still does. So, use the power of contrast; have a powerful start and a powerful close(the "old brain" as they call it nods off in the middle); focus not on white noise that is filler but on what you have that will help the prospect( just used this in responding to an RFP by cutting the clutter of my company's history and bullet pointing the three things we have that will be assets(oh, they say to limit it to three, it is easier for the Old Brain to absorb things in threes). Book is short, with easy to read font and spacing.

2 people found this helpful

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Steve

A good read but suited to salespeople

Reviewed in the United Kingdom on June 26, 2019

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I enjoyed reading this book. I wanted to learn about Neuromarketing and the Neuroscience behind it, which is something that unfortunately only receives passing reference in the book. Most of the book focuses on advice to stand out, differentiate and contrast with your competitors. I particularly liked the easy to understand approach and practical examples of how they went about getting results with these techniques but if I had known there was minimal science behind this, I would have purchased another title.

I would recommend this to anyone who wants to hone their sales/influencing skills.

One person found this helpful

Paul Simister

A good introduction to a new way of thinking

Reviewed in the United Kingdom on March 5, 2014

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I originally read this book when it first came out and I thought it was a fascinating link between the two main types of marketing - brand marketing which you see from big companies and direct response marketing that allows you to track what marketing works and what doesn't.

I've just re-read it along with a couple of other books on Neuromarketing and I still believe that this is a good place to start. This can become an extremely technical subject but I consider this book to be an easy read.

While it talks about advertising and includes a few fascinating examples, I found that it too often moved into neuro-selling through presentations. That's not a problem if you're thinking about joined up business growth but it may be if you want to focus your reading more on lead generation than lead conversion.

I'd also criticise the book for its lack of references to the underlying research. I'm particularly geeky about marketing and I have access to an academic library so, if something seems particularly interesting or relevant, I like to go back to the original publication to look for additional insights.

When I first read the book, I rated it at 4.5 stars and while I've gone back to it a few times over the years that could justify a move up to 5 stars, this is a fast moving field of research and it's getting a bit old. The contents is still relevant but new findings and applications mean that the authors should either update this book or publish a follow-up.

About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

2 people found this helpful

A. Taylor

Excellent

Reviewed in the United Kingdom on February 11, 2020

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One of those books you don't forget about the minute you've finished reading it. If you're in the marketing business that is. I lost an earlier copy, this was a replacement

A great book.

Reviewed in the United Kingdom on November 29, 2015

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This book gave so much about how people think and response. How important is to be bale to communicate effectively and straight to the people's minds and thinking. Very useful and effective book. Love it. It is a must for anyone working in the marketing area.

Wordsmith

Neuromarketing

Reviewed in the United Kingdom on June 25, 2012

Verified Purchase

This is a good basic introductory text to writing marketing copy/presentations. The authors have then decided to jazz it up by introducing the 'neuroscience' buzzword. You'll actually struggle to find much science in this book. Buy it if you want practical advice on marketing, but don't expect cutting edge insight.

4 people found this helpful

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