Warenkorb
 

Brainfluence

100 Ways to Persuade and Convince Consumers with Neuromarketing

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.
Portrait
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.
… weiterlesen
  • Artikelbild-0
  • 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
In den Warenkorb

Beschreibung

Produktdetails

Einband gebundene Ausgabe
Seitenzahl 304
Erscheinungsdatum 16.12.2011
Sprache Englisch
ISBN 978-1-118-11336-3
Verlag John Wiley & Sons Inc
Maße (L/B/H) 23.4/16.1/2.6 cm
Gewicht 492 g
Auflage 1. Auflage
Verkaufsrang 30148
Buch (gebundene Ausgabe, Englisch)
Buch (gebundene Ausgabe, Englisch)
Fr. 34.90
Fr. 34.90
inkl. gesetzl. MwSt.
inkl. gesetzl. MwSt.
Versandfertig innert 4 - 7 Werktagen Versandkostenfrei
Versandfertig innert 4 - 7 Werktagen
Versandkostenfrei
In den Warenkorb
Vielen Dank für Ihr Feedback!
Entschuldigung, beim Absenden Ihres Feedbacks ist ein Fehler passiert. Bitte versuchen Sie es erneut.
Ihr Feedback zur Seite
Haben Sie alle relevanten Informationen erhalten?

Kundenbewertungen

Es wurden noch keine Bewertungen geschrieben.