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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Hardcover – November 22, 2011

4.6 out of 5 stars 76 customer reviews

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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

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Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (November 22, 2011)
  • Language: English
  • ISBN-10: 1118113365
  • ISBN-13: 978-1118113363
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (76 customer reviews)
  • Amazon Best Sellers Rank: #53,504 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

By Peter Meyers on December 20, 2011
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.
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Format: Hardcover 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.
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Format: Kindle Edition 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!
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Format: Hardcover 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.
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Fascinating read on how our brain is influenced by sales and marketing. It tells you the "why" and the "how" of what our brain likes when it comes to being "tricked" into enjoying something. Really great read for anyone who works in sales, marketing, or advertising.
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Format: Kindle Edition 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"
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Format: Hardcover
I picked up Roger Dooley’s Brainfluence after hearing him captivate a social media conference with stories of how we humans really tick. Bang, bang, bang his stories and examples came. So getting the book was just good sense. Reading it cover to cover on the flight home was better sense. I counted 37 dog-eared stories to definitely revisit when trying to meet the consumer where she's really standing…

Dooley dished up insights large and small, but all money:

• When to use a dollar sign in your pricing, when not to
• The real reason smart marketers don’t use round pricing
• The phenomenon of ‘blindsight’ and how to use it socially
• Best way to use babies and babes in ads (a shock of ads miss on this)
• Which ear to speak into when hoping for a decision (surprised me!)
• Warm liquids or cold in a business meeting? (fascinating research)
• Why simple products require complex sells and visa-versa

Dooley’s final story shows why we should forget the old Turing Test – that’s provocative advice, or, is it? For Dooley also shares how people are now registering the same 'emotional' connections with their computers as they do with fellow humans!!

Only regret: Dooley didn't dig deep on any of his great insights. That was his plan. But maybe next book?!
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Format: Hardcover Verified Purchase
I own a wedding photography business and decided to invest in this book, because it got me curious. Money well worth spent!!! It's not only interesting and fascinating to learn more about our own - and our clients - mind, but the way the book is sectioned up, it's easy to take a chapter and implement it. It's definitely a keeper on my bookshelf and I already know that I will be reading this book over and over in the future.
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