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Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain Hardcover – October 2, 2007
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About the Author
Patrick Renvoise grew up in France, where he received a Masters in Computer Science. Focusing his career on sales, he spent several years in global business development, first at Silicon Graphics, where he initiated, closed, and managed multimillion dollar international OEM agreements. He served as Executive Director, Business Development & Strategy at Kleiner Perkins, where he sold supercomputers and software to NASA, Shell, Boeing, BMW, and Canon. Christophe Morin's passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Morin was CMO for rStar Networks, a company that develops private networks for Fortune 500 companies. Prior to that he was VP of Marketing and Corporate training for Canned Foods, Inc., one of the largest grocery remarketers in the world. He graduated from ESC Nantes with a BA in Marketing and received an MBA from Bowling Green State University.
Top customer reviews
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The more "advanced" you get in a discipline, the less effective you tend to become. Thinking about marketing in an 80/20 sense, the 20% you NEED to know in marketing to give you 80% of your expertise is in this book.
You can build on it by studying copywriting, persuasion, and so on - but I found this to be a good summary of different areas. The greatest benefit I found from this book is the concept of positioning benefits in one of three ways: Financial, Strategic, and Personal. It's helped simplify and improve my brainstorming of benefits.
And I don't find academic neuromarketing and consumer neuroscience to be very helpful for marketers. All you should worry about is the fact that there is three brains in each human, and each has a certain set of concerns and functions. It doesn't matter if you can name the different areas. Who cares if you know where in your brain the medial prefrontal cortex vs lateral prefrontal cortex is. What does matter is, do you know how to communicate to each of the brains?
I'd definitely recommend it to anyone in marketing. Again, brushing up on fundamentals is great. New marketers will learn a great deal. Don't expect to build expertise in neuroscience, though.
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.
It is important for the readers to learn about those "studies", the writers keep mentioning but not saying when/how is done who made it etc...
Showing citations will not make a book boring, but more reliable
I find he title of the book very misleading for the content of the book...