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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing

ISBN: 978-1-118-11336-3
304 pages
November 2011
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (1118113365) cover image
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.

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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

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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.
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November 07, 2011
Brainfluence by Roger Dooley Applies Neuroscience and Behavior Research To Better Market to Consumers

Neuromarketing studies the way the brain responds to 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 brands and companies determine how to best market their products.

Roger Dooley, creator and publisher of the popular blog, “Neuromarketing” – gives advice to marketers, advertisers, entrepreneurs, sales professionals and small business owners in his new book, BRAINFLUENCE: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley; November 2011; 978-1-1181-1336-3; Hardcover). Readers will learn how to apply neuroscience and behavior research to everyday marketing problems.

Dooley explains, “One of the key insights neuroeconomics and neuromarketing research have provided us is that buying something can cause the pain center in our brain to light up.” Cost isn’t the only variable that causes “pain.” It’s the perceived fairness or unfairness of the deal that creates the reaction. By understanding neuromarketing, professionals will learn how to position their products/services based on the reactions of their consumers. Using such a technique will immediately position anyone with a competitive advantage.  

BRAINFLUENCE explains that the connection between our senses and our brain is direct. Those that build sensory features into their products, services, and marketing will appeal directly to the emotions and stored memories of their customers. Marketing to all five senses can change weak brands and products into powerhouses.

Ninety-five percent of our thoughts, emotions, and learning occur without our conscious awareness, according to Harvard marketing professor and author Gerald Zaltman. Dooley recommends readers to stop selling to only 5 percent of the customer’s brain. Although there are conscious and rational parts in most decisions, marketers need to focus on appealing to the buyer’s emotions and unconscious needs.

Customers generally can’t understand or accurately explain why they make choices in the marketplace. Efforts to tease out that information by asking them questions are mostly doomed to failure. Furthermore, marketing efforts based mostly on customer statements and self-reports of their experiences, preferences, and intentions are equally doomed.

All neuroscientists agree - there is a lot going on under the surface in our brains. BRAINFLUENCE helps professionals understand how to market to their customers with the latest insights and research.  

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