Author:
Dooley, Roger, 1952-
Imprint:Hoboken, N.J. : John Wiley, c2012.
Descriptionxviii, 286 p. ; 24 cm.
Note:Preface : Why brainfluence -- Sell to 95 percent of your customer's brain -- Section 1. Price and product brainfluence : The "ouch" of paying -- Don't sell like a sushi chef -- Picturing money -- Anchors aweigh! -- Wine, prices, and expectations -- Be precise with prices -- Decoy products and pricing -- How about a compromise? -- Cut choices; boost sales -- Section 2. Sensory brainfluence : Use all the senses -- Does your marketing smell? -- Learn from coffee -- Sounds like changed behavior -- The sound of your brand -- Exploit the brut effect -- Smelly but memorable -- Learn from yogurt -- Section 3. Brainfluence branding : Neurons that fire together -- Who needs attention? -- Passion for hire -- Create an enemy -- Section 4. Brainfluence in print : Use paper for emotion -- Vivid print images change memory -- Paper outweighs digital -- Use simple fonts -- When to get complicated -- Memorable complexity -- Section 5. Picture brainfluence -- Just add babies! -- Focus, baby! -- Pretty woman -- Itsy, bitsy, teeny, weeny -- Photos increase empathy -- Section 6. Loyalty and trust brainfluence : Build loyalty like George Bailey -- Reward loyalty -- Loyalty, rats, and your customers -- Time builds trust and loyalty --Ten words that build trust -- Trust your customer -- Section 7. Brainfluence in person : It pays to schmooze -- Shake hands like a pro -- Right ear selling -- Smile! -- Confidence sells -- Small favors, big results -- Hire articulate salespeople -- You're the best -- Coffee, anyone? -- Candy is dandy -- Selling secrets of magicians -- Soften up your prospects -- Section 8. Brainfluence for a cause : Mirror, mirror on the wall -- Get closer to heaven -- Child labor -- Give big, get bigger -- Make it personal -- Lose the briefcase! -- Ask big! -- Section 9. Surprise the brain -- Use a simple slogan -- Write like Shakespeare -- A muffin by any other name -- Why percentages don't add up -- Magic word #1: FREE! -- Magic word #2: NEW! -- Adjectives that work -- Your brain on stories -- Use story testimonials -- When words are worth a thousand pictures -- The million-dollar pickle -- Section 10. Consumer brainfluence : Simple marketing for complex products -- Sell to the inner infovore -- Want versus should: time your pitch -- Sell to tightwads -- Sell to spendthrifts -- Take a chance on a contest -- Unconventional personalization -- Expect more, and get it! -- Surprise your customers! -- Section 11. Gender brainfluence : Mating on the mind -- Guys like it simple -- Are women better at sales? -- Do women make men crazy? -- Section 12. Shopper brainfluence : Cooties in every bag -- Customer replies change minds -- It's wise to apologize -- The power of touch -- When difficulty sells -- Section 13. Video, TV, and film brainfluence : Don't put the CEO on TV -- Get the order right! -- Emotion beats logic -- Section 14. Brainfluence on the Web : First impressions count, really! -- Make your website golden -- Rich media boost engagement -- Reward versus reciprocity -- Exploit scarcity on the fly -- Target boomers with simplicity -- Use your customer's imagination -- Avoid the corner of death -- Computers as people -- Afterword: What's next?
Bibliography Note:Includes bibliographical references (p. 265-277).
Note:"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. This scientific approach to marketing has helped many brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence explains how to practically apply neuroscience and behavior research to everyday marketing problems. This book is designed to be a practical guide with quick and easy takeaways offered in 60 short chapters, each containing one key strategy. The chapters are organized into major groups, mainly by application: in-person sales, Web marketing, print advertising, and many others. The book explains several key concepts, including: New insights into what makes people buy, Ways for brands to form emotional bonds with customers, Short, easy to digest ideas that can be accessed in any order, Techniques for all types of businesses, including small businesses and non-profits This book contains practical, easy-to-understand ways to improve marketing, advertising, and sales efforts"-- Provided by publisher.
