Habit begins with a revolutionary premise-95% of human behavior is controlled by the unconscious mind. This fact exposes the central flaw in marketing theory, market research, and a preponderance of business strategy-that customers are consciously aware of what they're doing. Habit explains why 80% of new products fail, why billions of advertising dollars are wasted every year, and why even satisfied customers aren't loyal.
In Habit, Dr. Neale Martin persuasively contends that recent research from the brain sciences reveals that our brain evolved two minds-and marketing is focused on the wrong one. By explaining how the mind actually works, Martin shows how 50 years of marketing theory is deeply flawed, and how your customers' habits thwart even your costliest marketing campaigns.
Habit explains in practical terms how to work with both your customers' executive and habitual minds to not only make sales but more importantly, create loyalty. You'll discover how behavior actually rewires your customers' mind-and how to leverage this by refocusing on behavior, not on attitudes and beliefs.
Martin offers a complete process for working with customers' unconscious and conscious minds together, to become your customer's habit, not just their choice. Using these techniques, you can finally achieve the twin holy grails of marketing: higher customer retention, and greater long-term profitability.
Why focusing on customer satisfaction is a waste of time
Prioritizing customer satisfaction ignores a crucial reality: 85% of customers who defect report being satisfied!
How to establish a beachhead in your potential customer's unconscious
Teach new buying habits through cause and effect, reward and repetition
Why you should keep your regular customers from thinking about you
Learn how to keep repurchase behavior on permanent autopilot
Neale Martin is the founder and CEO of Ntelec, Inc., a marketing, consulting, and education company. He has helped companies adjust their strategic marketing in the face of rapid technological change since 1995. For the past several years, he has worked on updating the principles of marketing in light of research from cognitive psychology and neuroscience that suggests that most of human behavior is under the sway of unconscious habits. Neale developed early insights into the power of habits as a counselor and program director for alcohol and drug addiction programs. After spending a year as a hospital administrator in Texas, he returned to school to earn his Ph.D. in marketing from the College of Management, Georgia Institute of Technology. Neale's insatiable curiosity across diverse subjects illuminates his work as he connects ideas and insights from science, technology, psychology, history, philosophy, and dog training. He lives in Marietta, Georgia, with his wife, Diana, his daughter, Miranda, and three border collies.
About the Author xiii
Part I: The Force of Habit 1
Chapter 1. How Habits Undermine Marketing 3
Chapter 2. You Are of Two Minds (At Least) 13
Chapter 3. The PFC: Home to the Executive Mind 59
Part II: Habits: The New Science of Marketing 67
Chapter 4. Of iPods, Habits, and Market Revolution 69
Chapter 5. Marketing from a Habitual Perspective 73
Chapter 6. Habit and Marketing Management 83
Part III: Treat Your Customers Like Dogs 141
Chapter 7. Of Google and Cigarettes 143
Chapter 8. Behavioral Training 147
Chapter 9. Behavioral Marketing: Becoming Your Customer's Habit 159
Chapter 10. The Four Steps to Behavioral Marketing 167
Chapter 11. Habit Maintenance 173
Chapter 12. The Force of Habits: The Double-Edged Sword 177