Brainfluence E-Book

Roger Dooley

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 354

Veröffentlichungsjahr: 2011

Beschreibung

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.

Leseprobe

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

Chapter 53: Get Closer to Heaven

Lifting Generosity

Elevating Cooperation

Practical Implications

Business Applications

Brainfluence Takeaway: Control Altitude, Change Attitude

Chapter 54: Child Labor

Brainfluence Takeaway: Use Babies to Boost Altruism

Chapter 55: Give Big, Get Bigger

Nonprofit Reciprocity Strategy

Business Reciprocity

Brainfluence Takeaway: Gift Your Prospects

Chapter 56: Make It Personal

Brainfluence Takeaway: Make It Personal

Chapter 57: Lose the Briefcase!

Brainfluence Takeaway: Avoid Business and Financial Cues

Chapter 58: Ask Big!

Brainfluence Takeaway: Start With a Big Number

Section Nine: Brainfluence Copywriting

Chapter 59: Surprise the Brain

Brainfluence Takeaway: Surprise the Audience

Chapter 60: Use a Simple Slogan

Brainfluence Takeaway: Use a Simple Savings Slogan

Chapter 61: Write Like Shakespeare

Brainfluence Takeaway: “Misuse” a Word

Chapter 62: A Muffin by Any Other Name . . .

Beyond Food

Brainfluence Takeaway: Rename Your Category

Chapter 63: Why Percentages Don’t Add Up

Brainfluence Takeaway: Use Real Numbers for Impact

Chapter 64: Magic Word #1: FREE!

Free Kisses Beat Bargain Truffles

Amazon’s Experience With FREE!

Brainfluence Takeaway: Tap Into the Power of FREE!

Chapter 65: Magic Word #2: NEW!

Brainfluence Takeaway: Make It NEW!

Chapter 66: Adjectives That Work

Brainfluence Takeaway: Season Your Copy With Vivid Adjectives

Chapter 67: Your Brain on Stories

Why Stories Engage Our Brain

The Mind-Meld Effect

Advertising Stories

Brainfluence Takeaway: Tell a Vivid Story

Chapter 68: Use Story Testimonials

Brainfluence Takeaway: Go Beyond Short Testimonials

Chapter 69: When Words Are Worth a Thousand Pictures

Brainfluence Takeaway: Text Beats Richer Media When It Tells a Story

Chapter 70: The Million-Dollar Pickle

Brainfluence Takeaway: Don’t Create Negative Stories

Section Ten: Consumer Brainfluence

Chapter 71: Simple Marketing for Complex Products

Brainfluence Takeaway: Give Buyers a Simple Reason to Buy Your Complex Product

Chapter 72: Sell to the Inner Infovore

Brainfluence Takeaway: Show ’Em Something New

Chapter 73: Want Versus Should: Time Your Pitch

Timing Is Critical

Brainfluence Takeaway: Time Your Pitch to Wants and Shoulds

Chapter 74: Sell to Tightwads

Brainfluence Takeaway: Minimize the Pain for Tightwads (and Everyone Else)

Chapter 75: Sell to Spendthrifts

Brainfluence Takeaway: Push the Free-Spending Hot Buttons

Chapter 76: Take a Chance on a Contest

Golf Lessons

Pepsi’s Billion Dollars

Brainfluence Takeaway: Keep Your Eye on the Prize

Chapter 77: Unconventional Personalization

Brainfluence Takeaway: Try Going Beyond Simple Personalization

Chapter 78: Expect More, and Get It!

Expectation Becomes Reality

A New Role for Marketing

From Wine to Software

Brainfluence Takeaway: Set High but Achievable Expectations

Chapter 79: Surprise Your Customers!

Brainfluence Takeaway: Create Positive Feelings With a Small Surprise

Section Eleven: Gender Brainfluence

Chapter 80: Mating on the Mind

Brainfluence Takeaway: Use Romantic Priming if Your Product (or Service Project) Is Conspicuous

Chapter 81: Guys Like It Simple

J. Peterman Is From Mars, the Catalog Copy Isn’t

Brainfluence Takeaway: Use Simple Copy for Guys

Chapter 82: Are Women Better at Sales?

Another Theory—The Peacock Display

Brainfluence Takeaway: Exploit the Peacock Effect With Male Buyers

Chapter 83: Do Women Make Men Crazy?

Brainfluence Takeaway: Attractive Female Photos Shorten Male Time Horizons

Section Twelve: Shopper Brainfluence

Chapter 84: Cooties in Every Bag

Fat Transfer

Brainfluence Takeaway: Watch Your Pairings

Chapter 85: Customer Replies Change Minds

Brainfluence Takeaway: Engage Problem Customers Quickly

Chapter 86: It’s Wise to Apologize

The Price of Rude Behavior

The Apology Effect

Brainfluence Takeaway: Don’t Be Afraid to Apologize

Chapter 87: The Power of Touch

Psychological Ownership

Brainfluence Takeaway: Let Customers Touch Your Product

Chapter 88: When Difficulty Sells

Brainfluence Takeaway: Easy Isn’t Always Best

Section Thirteen: Video, TV, and Film Brainfluence

Chapter 89: Don’t Put the CEO on TV

Our Bodies Talk

Brainfluence Takeaway: Physical Actions Outweigh Words

Chapter 90: Get the Order Right!

Brainfluence Takeaway: Credibility Before Claims

Chapter 91: Emotion Beats Logic

Brainfluence Takeaway: Get Emotional

Section Fourteen: Brainfluence on the Web

Chapter 92: First Impressions Count—Really!

Confirmation Bias Makes the First Impression Stick

Happy Users Keep Trying

Brainfluence Takeaway: Test Your Site’s First Impression

Chapter 93: Make Your Website Golden

Brainfluence Takeaway: Use the Golden Mean

Chapter 94: Rich Media Boost Engagement

Brainfluence Takeaway: Add and Optimize Other Media

Chapter 95: Reward Versus Reciprocity

Reciprocity Beats Reward

Not Just for Form Completion

Brainfluence Takeaway: Test the Reciprocity Approach

Chapter 96: Exploit Scarcity on the Fly

Scarce Seats

Overstock.com—The Scarcity Trifecta

Daily Scarcity

Brainfluence Takeaway: Use Scarcity and Be Specific

Chapter 97: Target Boomers With Simplicity

Brainfluence Takeaway: Keep It Simple

Chapter 98: Use Your Customer’s Imagination

Brainfluence Takeaway: Help Customers Imagine Ownership

Chapter 99: Avoid the Corner of Death

Brainfluence Takeaway: Put Your Brand Front and Center

Chapter 100: Computers as People

Get on the Same Team

“I’m on Your Side!”

Specialized = Smart

Brainfluence Takeaway: It’s Not a Computer; It’s a Person!

Afterword: What’s Next?

Index

Copyright © 2012 by Roger Dooley. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Dooley, Roger, 1952-

Brainfluence : 100 ways to persuade and convince consumers with neuromarketing / Roger Dooley.

p. cm

ISBN 978-1-118-11336-3 (hardback); ISBN 978-1-118-17594-1 (ebk); ISBN 978-1-118-17595-8 (ebk); ISBN 978-1-118-17596-5 (ebk)

1. Neuromarketing. 2. Marketing—Psychological aspects. 3. Advertising—Psychological aspects. 4. Consumers—Psychology. I. Title.

HF5415.12615.D66 2012

658.8001’9—dc23

2011029938

To Carol, for putting up with me, and to my mother, who sparked my interest in words