Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing

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More About This Book

Overview

"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

Product Details

  • ISBN-13: 9781118113363
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/22/2011
  • Edition number: 1
  • Pages: 286
  • Sales rank: 209,253
  • Product dimensions: 6.60 (w) x 5.60 (h) x 1.00 (d)

Meet the Author

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.

Table of Contents

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?

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