Brainfluence
100 Ways to Persuade and Convince Consumers with Neuromarketing
Published on 19. October 2011
304 pages
978-1-118-17596-5 (ISBN)
Description
Practical techniques for applying neuroscience and behaviorresearch to attract new customers
Brainfluence explains how to practically applyneuroscience and behavior research to better market to consumers byunderstanding their decision patterns. This application, calledneuromarketing, studies the way the brain responds to variouscognitive and sensory marketing stimuli. Analysts use this tomeasure a consumer's preference, what a customer reacts to, and whyconsumers make certain decisions. With quick and easy takeawaysoffered in 60 short chapters, this book contains key strategies fortargeting consumers through in-person sales, online and print ads,and other marketing mediums.
This scientific approach to marketing has helped many well-knownbrands and companies determine how to best market their products todifferent demographics and consumer groups. Brainfluenceoffers short, easy-to-digest ideas that can be accessed in anyorder.
* Discover ways for brands and products to form emotional bondswith customers
* Includes ideas for small businesses and non-profits
* Roger Dooley is the creator and publisher ofNeuromarketing, the most popular blog on using brain andbehavior research in marketing, advertising, and sales
Brainfluence delivers the latest insights and research,giving you an edge in your marketing, advertising, and salesefforts.
Brainfluence explains how to practically applyneuroscience and behavior research to better market to consumers byunderstanding their decision patterns. This application, calledneuromarketing, studies the way the brain responds to variouscognitive and sensory marketing stimuli. Analysts use this tomeasure a consumer's preference, what a customer reacts to, and whyconsumers make certain decisions. With quick and easy takeawaysoffered in 60 short chapters, this book contains key strategies fortargeting consumers through in-person sales, online and print ads,and other marketing mediums.
This scientific approach to marketing has helped many well-knownbrands and companies determine how to best market their products todifferent demographics and consumer groups. Brainfluenceoffers short, easy-to-digest ideas that can be accessed in anyorder.
* Discover ways for brands and products to form emotional bondswith customers
* Includes ideas for small businesses and non-profits
* Roger Dooley is the creator and publisher ofNeuromarketing, the most popular blog on using brain andbehavior research in marketing, advertising, and sales
Brainfluence delivers the latest insights and research,giving you an edge in your marketing, advertising, and salesefforts.
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12/2011
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ROGER DOOLEY is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales. He is President of Dooley Direct LLC, a consultancy that guides large and small companies in the implementation of new technologies and techniques. Dooley speaks regularly at publishing, advertising, and other industry conferences about neuromarketing and related marketing topics. An expert in digital marketing, he is the cofounder and architect of College Confidential, the leading website for college-bound students and parents.
Content
Preface Why Brainfluence?
Chapter 1 Sell to 95 Percent of Your Customer's Brain
Chapter 2 The "Ouch!" of Paying
Chapter 3 Don't Sell Like a Sushi Chef
Chapter 4 Picturing Money
Chapter 5 Anchors Aweigh!
Chapter 6 Wine, Prices, and Expectations
Chapter 7 Be Precise With Prices
Chapter 8 Decoy Products and Pricing
Chapter 9 How About a Compromise?
Chapter 10 Cut Choices; Boost Sales
Chapter 11 Use All the Senses
Chapter 12 Does Your Marketing Smell?
Chapter 13 Learn From Coffee
Chapter 14 Sounds Like Changed Behavior
Chapter 15 The Sound of Your Brand
Chapter 16 Exploit the Brut Effect
Chapter 17 Smelly but Memorable
Chapter 18 Learn From Yogurt
Chapter 19 Neurons That Fire Together . . .
Chapter 20 Who Needs Attention?
Chapter 21 Passion for Hire
Chapter 22 Create an Enemy
Chapter 23 Use Paper for Emotion
Chapter 24 Vivid Print Images Change Memory
Chapter 25 Paper Outweighs Digital
Chapter 26 Use Simple Fonts
Chapter 27 When to Get Complicated
Chapter 28 Memorable Complexity
Chapter 29 Just Add Babies!
Chapter 30 Focus, Baby!
Chapter 31 Pretty Woman
Chapter 32 Itsy, Bitsy, Teeny, Weeny . . .
Chapter 33 Photos Increase Empathy
Chapter 34 Build Loyalty Like George Bailey
Chapter 35 Reward Loyalty
Chapter 36 Loyalty, Rats, and Your Customers
Chapter 37 Time Builds Trust and Loyalty
Chapter 38 Ten Words That Build Trust
Chapter 39 Trust Your Customer
Chapter 40 It Pays to Schmooze
Chapter 41 Shake Hands Like a Pro
Chapter 42 Right Ear Selling
Chapter 43 Smile!
Chapter 44 Confidence Sells
Chapter 45 Small Favors, Big Results
Chapter 46 Hire Articulate Salespeople
Chapter 47 You're the Best!
Chapter 48 Coffee, Anyone?
Chapter 49 Candy Is Dandy
Chapter 50 Selling Secrets of Magicians
Chapter 51 Soften Up Your Prospects
Chapter 52 Mirror, Mirror on the Wall
Chapter 53 Get Closer to Heaven
Chapter 54 Child Labor
Chapter 55 Give Big, Get Bigger
Chapter 56 Make It Personal
Chapter 57 Lose the Briefcase!
Chapter 58 Ask Big!
Chapter 59 Surprise the Brain
Chapter 60 Use a Simple Slogan
Chapter 61 Write Like Shakespeare
Chapter 62 A Muffi n by Any Other Name . . .
Chapter 63 Why Percentages Don't Add Up
Chapter 64 Magic Word #1: FREE!
Chapter 65 Magic Word #2: NEW!
Chapter 66 Adjectives That Work
Chapter 67 Your Brain on Stories
Chapter 68 Use Story Testimonials
Chapter 69 When Words Are Worth a Thousand Pictures
Chapter 70 The Million-Dollar Pickle
Chapter 71 Simple Marketing for Complex Products
Chapter 72 Sell to the Inner Infovore
Chapter 73 Want Versus Should: Time Your Pitch
Chapter 74 Sell to Tightwads
Chapter 75 Sell to Spendthrifts
Chapter 76 Take a Chance on a Contest
Chapter 77 Unconventional Personalization
Chapter 78 Expect More, and Get It!
Chapter 79 Surprise Your Customers!
Chapter 80 Mating on the Mind
Chapter 81 Guys Like It Simple
Chapter 82 Are Women Better at Sales?
Chapter 83 Do Women Make Men Crazy?
Chapter 84 Cooties in Every Bag
Chapter 85 Customer Replies Change Minds
Chapter 86 It's Wise to Apologize
Chapter 87 The Power of Touch
Chapter 88 When Diffi culty Sells
Chapter 89 Don't Put the CEO on TV
Chapter 90 Get the Order Right!
Chapter 91 Emotion Beats Logic
Chapter 92 First Impressions Count--Really!
Chapter 93 Make Your Website Golden
Chapter 94 Rich Media Boost Engagement
Chapter 95 Reward Versus Reciprocity
Chapter 96 Exploit Scarcity on the Fly
Chapter 97 Target Boomers With Simplicity
Chapter 98 Use Your Customer's Imagination
Chapter 99 Avoid the Corner of Death
Chapter 100 Computers as People
Afterword What's Next?
Chapter 1 Sell to 95 Percent of Your Customer's Brain
Chapter 2 The "Ouch!" of Paying
Chapter 3 Don't Sell Like a Sushi Chef
Chapter 4 Picturing Money
Chapter 5 Anchors Aweigh!
Chapter 6 Wine, Prices, and Expectations
Chapter 7 Be Precise With Prices
Chapter 8 Decoy Products and Pricing
Chapter 9 How About a Compromise?
Chapter 10 Cut Choices; Boost Sales
Chapter 11 Use All the Senses
Chapter 12 Does Your Marketing Smell?
Chapter 13 Learn From Coffee
Chapter 14 Sounds Like Changed Behavior
Chapter 15 The Sound of Your Brand
Chapter 16 Exploit the Brut Effect
Chapter 17 Smelly but Memorable
Chapter 18 Learn From Yogurt
Chapter 19 Neurons That Fire Together . . .
Chapter 20 Who Needs Attention?
Chapter 21 Passion for Hire
Chapter 22 Create an Enemy
Chapter 23 Use Paper for Emotion
Chapter 24 Vivid Print Images Change Memory
Chapter 25 Paper Outweighs Digital
Chapter 26 Use Simple Fonts
Chapter 27 When to Get Complicated
Chapter 28 Memorable Complexity
Chapter 29 Just Add Babies!
Chapter 30 Focus, Baby!
Chapter 31 Pretty Woman
Chapter 32 Itsy, Bitsy, Teeny, Weeny . . .
Chapter 33 Photos Increase Empathy
Chapter 34 Build Loyalty Like George Bailey
Chapter 35 Reward Loyalty
Chapter 36 Loyalty, Rats, and Your Customers
Chapter 37 Time Builds Trust and Loyalty
Chapter 38 Ten Words That Build Trust
Chapter 39 Trust Your Customer
Chapter 40 It Pays to Schmooze
Chapter 41 Shake Hands Like a Pro
Chapter 42 Right Ear Selling
Chapter 43 Smile!
Chapter 44 Confidence Sells
Chapter 45 Small Favors, Big Results
Chapter 46 Hire Articulate Salespeople
Chapter 47 You're the Best!
Chapter 48 Coffee, Anyone?
Chapter 49 Candy Is Dandy
Chapter 50 Selling Secrets of Magicians
Chapter 51 Soften Up Your Prospects
Chapter 52 Mirror, Mirror on the Wall
Chapter 53 Get Closer to Heaven
Chapter 54 Child Labor
Chapter 55 Give Big, Get Bigger
Chapter 56 Make It Personal
Chapter 57 Lose the Briefcase!
Chapter 58 Ask Big!
Chapter 59 Surprise the Brain
Chapter 60 Use a Simple Slogan
Chapter 61 Write Like Shakespeare
Chapter 62 A Muffi n by Any Other Name . . .
Chapter 63 Why Percentages Don't Add Up
Chapter 64 Magic Word #1: FREE!
Chapter 65 Magic Word #2: NEW!
Chapter 66 Adjectives That Work
Chapter 67 Your Brain on Stories
Chapter 68 Use Story Testimonials
Chapter 69 When Words Are Worth a Thousand Pictures
Chapter 70 The Million-Dollar Pickle
Chapter 71 Simple Marketing for Complex Products
Chapter 72 Sell to the Inner Infovore
Chapter 73 Want Versus Should: Time Your Pitch
Chapter 74 Sell to Tightwads
Chapter 75 Sell to Spendthrifts
Chapter 76 Take a Chance on a Contest
Chapter 77 Unconventional Personalization
Chapter 78 Expect More, and Get It!
Chapter 79 Surprise Your Customers!
Chapter 80 Mating on the Mind
Chapter 81 Guys Like It Simple
Chapter 82 Are Women Better at Sales?
Chapter 83 Do Women Make Men Crazy?
Chapter 84 Cooties in Every Bag
Chapter 85 Customer Replies Change Minds
Chapter 86 It's Wise to Apologize
Chapter 87 The Power of Touch
Chapter 88 When Diffi culty Sells
Chapter 89 Don't Put the CEO on TV
Chapter 90 Get the Order Right!
Chapter 91 Emotion Beats Logic
Chapter 92 First Impressions Count--Really!
Chapter 93 Make Your Website Golden
Chapter 94 Rich Media Boost Engagement
Chapter 95 Reward Versus Reciprocity
Chapter 96 Exploit Scarcity on the Fly
Chapter 97 Target Boomers With Simplicity
Chapter 98 Use Your Customer's Imagination
Chapter 99 Avoid the Corner of Death
Chapter 100 Computers as People
Afterword What's Next?
