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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
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
Top customer reviews
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The formula for each lesson is usually theory + anecdote. It ends off making the book seem shallow, as if it's trying to get each lesson over with. Often times, Dooley references the same examples (especially the wine example), which also makes the book feel rushed.
For all of my negative talk, some examples are actually great. The section on selling to cheap(er) people was golden. The steps were:
1. Make the price a bargain.
2. Avoid repeated pain points. (AKA don't make them pay multiple times for every little thing)
3. Create product bundles. (one easy price)
4. Appeal to important needs.
5. Offer instant gratification. (to satisfy their wants)
Overall, I think that Dooley tackles way too many things in this book, when he could've approached <50 of these ideas and really expounded on them. It's a great book though if you're completely new to marketing.
I also found out that he has a great podcast b/c he interviews the leading thinkers in the behavioral science field. It's called ‘The Brainfluence Podcast by Roger Dooley’ and it is one of the only legit behavioral psychology podcasts that I've found. There's a lot of crap out there, but this podcast has higher standards.
This is a must have for anybody in marketing or sales. Even if you're not in business, you should own this book to understand how neuroscience can be used to influence human behavior. We all sell and market something everyday: ourselves, our ideas, our projects. Wouldn't life be better if you knew what to do, how, and why? You have enough information already to make a decision, so just buy the book already!
Most recent customer reviews
I have a degree in marketing. I have always loved hearing about marketing tips that works.Read more