Roger Dooley

Brainfluence

100 Ways to Persuade and Convince Consumers with Neuromarketing

• Gebundenes Buch

Produktbeschreibung

"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

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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.

Produktdetails

• Verlag: John Wiley & Sons / Wiley
• Seitenzahl: 304
• Erscheinungstermin: 22. November 2011
• Englisch
• Abmessung: 235mm x 157mm x 21mm
• Gewicht: 598g
• ISBN-13: 9781118113363
• ISBN-10: 1118113365
• Artikelnr.: 33626459

Autorenporträt

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.

Inhaltsangabe

Preface: Why Brainfluence? xi Acknowledgments xvii About the Author xviii 1
Sell to 95 Percent of Your Customer's Brain 1 Section One Price and Product
Brainfluence 3 2 The "Ouch!" of Paying 4 3 Don't Sell Like a Sushi Chef 7 4
Picturing Money 9 5 Anchors Aweigh! 12 6 Wine, Prices, and Expectations 17
7 Be Precise With Prices 20 8 Decoy Products and Pricing 22 9 How About a
Compromise? 26 10 Cut Choices; Boost Sales 28 Section Two Sensory
Brainfluence 33 11 Use All the Senses 34 12 Does Your Marketing Smell? 36
13 Learn From Coffee 41 14 Sounds Like Changed Behavior 44 15 The Sound of
Your Brand 45 16 Exploit the Brut Effect 48 17 Smelly but Memorable 49 18
Learn From Yogurt 51 Section Three Brainfluence Branding 53 19 Neurons That
Fire Together . . . 55 20 Who Needs Attention? 58 21 Passion for Hire 63 22
Create an Enemy 65 Section Four Brainfluence in Print 71 23 Use Paper for
Emotion 72 24 Vivid Print Images Change Memory 74 25 Paper Outweighs
Digital 76 26 Use Simple Fonts 77 27 When to Get Complicated 80 28
Memorable Complexity 82 Section Five Picture Brainfluence 85 29 Just Add
Babies! 86 30 Focus, Baby! 87 31 Pretty Woman 89 32 Itsy, Bitsy, Teeny,
Weeny . . . 91 33 Photos Increase Empathy 94 Section Six Loyalty and Trust
Brainfluence 97 34 Build Loyalty Like George Bailey 98 35 Reward Loyalty
100 36 Loyalty, Rats, and Your Customers 103 37 Time Builds Trust and
Loyalty 105 38 Ten Words That Build Trust 108 39 Trust Your Customer 109
Section Seven Brainfluence in Person 111 40 It Pays to Schmooze 112 41
Shake Hands Like a Pro 114 42 Right Ear Selling 117 43 Smile! 118 44
Confidence Sells 120 45 Small Favors, Big Results 123 46 Hire Articulate
Salespeople 126 47 You're the Best! 127 48 Coffee, Anyone? 129 49 Candy Is
Dandy 130 50 Selling Secrets of Magicians 132 51 Soften Up Your Prospects
136 Section Eight Brainfluence for a Cause 139 52 Mirror, Mirror on the
Wall 140 53 Get Closer to Heaven 142 54 Child Labor 144 55 Give Big, Get
Bigger 146 56 Make It Personal 148 57 Lose the Briefcase! 151 58 Ask Big!
153 Section Nine Brainfluence Copywriting 155 59 Surprise the Brain 156 60
Use a Simple Slogan 158 61 Write Like Shakespeare 160 62 A Muffin by Any
Other Name . . . 161 63 Why Percentages Don't Add Up 163 64 Magic Word #1:
FREE! 165 65 Magic Word #2: NEW! 168 66 Adjectives That Work 170 67 Your
Brain on Stories 173 68 Use Story Testimonials 175 69 When Words Are Worth
a Thousand Pictures 177 70 The Million-Dollar Pickle 179 Section Ten
Consumer Brainfluence 183 71 Simple Marketing for Complex Products 184 72
Sell to the Inner Infovore 187 73 Want Versus Should: Time Your Pitch 189
74 Sell to Tightwads 191 75 Sell to Spendthrifts 195 76 Take a Chance on a
Contest 198 77 Unconventional Personalization 201 78 Expect More, and Get
It! 204 79 Surprise Your Customers! 208 Section Eleven Gender Brainfluence
211 80 Mating on the Mind 212 81 Guys Like It Simple 214 82 Are Women
Better at Sales? 216 83 Do Women Make Men Crazy? 220 Section Twelve Shopper
Brainfluence 223 84 Cooties in Every Bag 224 85 Customer Replies Change
Minds 226 86 It's Wise to Apologize 228 87 The Power of Touch 230 88 When
Difficulty Sells 232 Section Thirteen Video, TV, and Film Brainfluence 235
89 Don't Put the CEO on TV 236 90 Get the Order Right! 238 91 Emotion Beats
Logic 241 Section Fourteen Brainfluence on the Web 243 92 First Impressions
Count--Really! 244 93 Make Your Website Golden 246 94 Rich Media Boost
Engagement 248 95 Reward Versus Reciprocity 250 96 Exploit Scarcity on the
Fly 252 97 Target Boomers With Simplicity 254 98 Use Your Customer's
Imagination 256 99 Avoid the Corner of Death 258 100 Computers as People
259 Afterword: What's Next? 263 Endnotes 265 Index 279