Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing - Hardcover

Dooley, Roger

Hardcover

ISBN 10: 1118113365 ISBN 13: 9781118113363

Publisher: Wiley, 2011

Synopsis

Practical techniques for applying neuroscience and behavior research to attract new customers

Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called 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 offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.

This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order.

• Discover ways for brands and products to form emotional bonds with customers
• Includes ideas for small businesses and non-profits
• Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales

Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

About this title

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

About this edition

• Publisher: Wiley
• Publication date: 2011
• ISBN 10: 1118113365
• ISBN 13: 9781118113363
• Binding: Hardcover
• Edition number: 1
• Number of pages: 304