Customer Reviews

Selling to the Old Brain: How New Discoveries In Brain Research Empower You To Influence Any Audience, Anytime

5 star:		(9)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(2)

 

 

As a neuroscientist, I can tell you that the authors' theories set forth in this book are ludicrously simplistic, and the science is basically incorrect. An examination of most of the (legitimate) literature describing experiments that have sought to unravel the brain regions involved in decision-making processes during product evaluation and purchases will back me up. Combinations of 'new brain' (e.g., various regions of the prefrontal cortex, cingulate gyrus, etc.) and 'midbrain' (e.g., brain regions that anticipate gain or loss, like the nucleus accumbens and insula, or that are active during emotional responses, like the amygdala and hippocampus) increase (or sometimes decrease) their activity when product choices are made. The 'old brain' (brainstem) plays only a rudimentary (if any) role. The authors of this book have argued that exactly the opposite is the case: according to them, we make decisions with the part of the brain that we share in common with the chicken and the frog. These guys should stick to business and not dabble in pseudoscience.

Tell your friends about the book, not your competitors.
The book is well done, clear.
I personally like to rationalize things, processes, and the book helped me a lot.
I run a small/middle size company in financial services.

Just a few months ago the word neuromarketing was unknown, but I finally got it while reading this book. It's all about that ancestral brain that we inherited from our evolutionary process. With this book neuromarketing opens up a new science to study and better predict the impact of sales and marketing messages.

The most recent books on the subject such as "How customers think" by G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob (also from Harvard) or "Blink: the power of thinking without thinking" by Malcolm Gladwell all confirm the unconscious yet dominant nature of the "Old Brain" in the decision-making process. In fact a few years ago Bert Decker in "You've got to be believed to be heard" was one of the first author to touch on the importance of the "Old Brain"... yet he came short of creating a real model as developed in "Selling to the Old Brain".

This book is a must read for anybody in sales and marketing, and if you're not looking at what's coming from neuromarketing you might miss the best discoveries of these last 20 years... as for the guy who wrote that bad review above he has to be a creationist [people that don't believe in the theory of evolution]. As far as I am concerned I agree with James Cappon (former President Levi's Jeans) who is quoted on the cover page: this is the best marketing book of the decade...

The techniques for reaching the "true" decision maker are groundbreaking and innovative.

This book goes beyond the traditional selling techniques and incorporates unique insights into how the brain really works and makes decisions.

It makes for fascinating reading.

Selling to the Old Brain brings a refreshing perspective on effective communications.
What I like about this book is that it does more than offering a framework for building and delivering impactful messages, it really explains what makes messages impactful in the first place. If you want to make a lasting, positive impression on your audience, this book is for you.

The approach of this book is very fresh and plenty of ideas to add to your set of sales skills.
Designed in a format easy to read and using funny cartoons that help to reader to understand easily the concepts described in it.

Understanding the way how people make decisions and how influence them had helped to me to win sales campaigns that in other case I could be lost.

Read it, enjoy it and use it.

This book may just change the world! It has definitely changed the way I interact with people and make presentations already. The concept is based on the fact that humans are survival-based, so our brains are constantly making decisions based on what's important to our survival. It describes a very logical way to construct messages that go straight to my audience and convince them to take action. What a breakthrough on powerful communication for either business or personal situations!

Sure, many books have been written on the subject. However, Selling to the Old Brain presents a new and unique approach and methodology that is really sets this book apart. Its comprehensive, yet simple approach allows sales and marketing professionals to really target their audience and deliver powerful messages with high impact.

Selling To The Old Brain is essential to the future of how you will do business. A must read if your vision is to expand, and profoundly change the bottom line with your exsisting and future customer base.

Futuristic in scope, and impactful in practice, Selling To The Old Brain redefines what success must include.

If you think that you can succeed in sales with a good powerpoint presentation, go back to the last millenium because things have changed dramatically. This book helps you to develop an articulated and down-to-the-earth methodology not only to get and sustain customer attention but also to make him feel good about buying your stuff. Fortunately, not too much scientific reasonning here although it is very much about how a brain functions when making a purchase decision. It is much more about expressing and communicating a passion about what you sell and make for a leaving. Personnal development, yes: to make your business challenges more enjoyable and become a big winner!