Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing PDF
Preview Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
Contents Preface: Why Brainfluence? Acknowledgments About the Author Chapter 1: Sell to 95 Percent of Your Customer’s Brain Brainfluence Takeaway: Stop Selling to 5 Percent of Your Customer’s Brain Section One: Price and Product Brainfluence Chapter 2: The “Ouch!” of Paying Bundling Minimizes Pain Fairness Counts Credit as Painkiller Brainfluence Takeaway: Minimum Pain, Maximum Sales Chapter 3: Don’t Sell Like a Sushi Chef Paying for Pain Avoidance Brainfluence Takeaway: Avoid Multiple Pain Points Chapter 4: Picturing Money No Money in Sight Restaurant Lessons Brainfluence Takeaway: Use Money Cues Wisely Chapter 5: Anchors Aweigh! Gasoline: Drifting Anchor Real Estate Prices Less Familiar Products Irrational Anchors Presetting an Anchor Brainfluence Takeaway: Be Careful Where You Drop Your Anchor! Chapter 6: Wine, Prices, and Expectations Brainfluence Takeaway: Be Careful With Discounts Chapter 7: Be Precise With Prices Brainfluence Takeaway: Use Precise Pricing Chapter 8: Decoy Products and Pricing How Decoys Work Decoys in Real Estate Brain Scan Evidence Brainfluence Takeaway: Try a “Not-So-Good” Decoy to Push Your Top Product Chapter 9: How About a Compromise? Brainfluence Takeaway: Add a High-End Product Chapter 10: Cut Choices; Boost Sales Choice Fatigue Brainfluence Takeaway: Find Your Choice Sweet Spot Section Two: Sensory Brainfluence Chapter 11: Use All the Senses Brand Fragments Brainfluence Takeaway: Appeal to All Five Senses Chapter 12: Does Your Marketing Smell? More Scent Effects Bad Smells Brainfluence Takeaway: Own Your Smell Summary: Think Smell Chapter 13: Learn From Coffee Nespresso’s Dilemma Brainfluence Takeaway: Give Your Product a Sensory Tweak Chapter 14: Sounds Like Changed Behavior Brainfluence Takeaway: Find Background Music That Works! Chapter 15: The Sound of Your Brand The Musical Logo Beyond Music Brainfluence Takeaway: Find and Keep Your Key Audio Branding Elements Chapter 16: Exploit the Brut Effect Brainfluence Takeaway: Use Scent to Be Memorable Chapter 17: Smelly but Memorable Tagline Recall Enhanced Purchase Triggers Brainfluence Takeaway: Unique Scents Boost Memorability Chapter 18: Learn From Yogurt Brainfluence Takeaway: Important Product Characteristics May Not Be Obvious Section Three: Brainfluence Branding Chapter 19: Neurons That Fire Together . . . The Monkey’s Paw Anything for a Smoke I Like It, but Why? Pavlovian Branding Brainfluence Takeaway: Keep Your Brand Associations Consistent Chapter 20: Who Needs Attention? Low Attention, No Attention “Ignored” TV Commercials Fast-Forward Branding Branding Without Seeing Familiarity Breeds Likeability (in Milliseconds!) Brainfluence Takeaway: “No Attention” Doesn’t Mean “No Results” Chapter 21: Passion for Hire Tech Passion Brainfluence Takeaway: Feel the Passion Chapter 22: Create an Enemy The Tajfel Experiment Us Versus Them Compare People, Not Products Our Customers Are Different/Better The Etsy Approach Godin and Tribes Brainfluence Takeaway: Make Your Customers Feel Like Members of a Group Section Four: Brainfluence in Print Chapter 23: Use Paper for Emotion A Cautionary Note Optimizing Paper-Based Marketing Digital Lesson Brainfluence Takeaway: Paper Means Emotion Chapter 24: Vivid Print Images Change Memory Brainfluence Takeaway: Use Vivid Images in Print Chapter 25: Paper Outweighs Digital Weighty Words Brainfluence Takeaway: Bulk Up for Impact Chapter 26: Use Simple Fonts Brainfluence Takeaway: Simple Fonts Spur Action Chapter 27: When to Get Complicated Brainfluence Takeaway: Use Complex Fonts and Big Words to Enhance Your Product Chapter 28: Memorable Complexity Brainfluence Takeaway: Boost Recall With Complex Fonts Section Five: Picture Brainfluence Chapter 29: Just Add Babies! Brainfluence Takeaway: Baby Pictures Draw the Eye Chapter 30: Focus, Baby! Brainfluence Takeaway: Use the Baby’s Gaze to Direct Attention Chapter 31: Pretty Woman Brainfluence Takeaway: Test People Photos Chapter 32: Itsy, Bitsy, Teeny, Weeny . . . More Arousal, Worse Decisions Bigger Is Better, and It’s Not What You Are Thinking! Brainfluence Takeaway: Sexy Women Affect Male Decisions Chapter 33: Photos Increase Empathy Brainfluence Takeaway: Include a Photo If Empathy Will Help Your Cause Section Six: Loyalty and Trust Brainfluence Chapter 34: Build Loyalty Like George Bailey Instant Loyalty, Just Add Imagination Brainfluence Takeaway: Use Counterfactual Scenarios to Boost Loyalty Chapter 35: Reward Loyalty Loyalty Point Power Brainfluence Takeaway: Offer Loyalty Rewards Chapter 36: Loyalty, Rats, and Your Customers Brainfluence Takeaway: Give a Head Start Chapter 37: Time Builds Trust and Loyalty Brainfluence Takeaway: Quality Contact Time Counts Chapter 38: Ten Words That Build Trust Brainfluence Takeaway: Tell ’em to Trust You Chapter 39: Trust Your Customer Brainfluence Takeaway: Show Trust to Get Trust Section Seven: Brainfluence in Person Chapter 40: It Pays to Schmooze Brainfluence Takeaway: Schmooze First; Bargain Later Chapter 41: Shake Hands Like a Pro How About a Nice Massage? Brainfluence Takeaway: Touch Is Important Chapter 42: Right Ear Selling Brainfluence Takeaway: Favor Your Prospect’s Right Ear Chapter 43: Smile! The Price of a Smile Brainfluence Takeaway: Smiles, Even Smiling Images, Help Sales Chapter 44: Confidence Sells Confidence Man: Jim Cramer Natural Mind Readers Brainfluence Takeaway: Demonstrate Confidence Chapter 45: Small Favors, Big Results Got the Time, Buddy? Signs of Success Foot in the Door Brainfluence Takeaway: Ask for a Small Favor First Chapter 46: Hire Articulate Salespeople Brainfluence Takeaway: Hire Articulate People Chapter 47: You’re the Best! Brainfluence Takeaway: Use Ethical Flattery Chapter 48: Coffee, Anyone? Brainfluence Takeaway: Serve Hot Beverages Chapter 49: Candy Is Dandy Brainfluence Takeaway: Try the Truffle Strategy Chapter 50: Selling Secrets of Magicians 1. People Focus on Only One Thing 2. Motion Attracts Our Attention 3. Big Motions Beat Little Motions 4. The Unexpected Attracts Us 5. Mirror Neurons Engage Us 6. Cut the Chatter Brainfluence Takeaway: Learn From Magicians Chapter 51: Soften Up Your Prospects Brainfluence Takeaway: Soften Up Your Prospects Section Eight: Brainfluence for a Cause Chapter 52: Mirror, Mirror on the Wall Brainfluence Takeaway: Let Donors See Themselves
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