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<p>Preface: Why Brainfluence? Xi</p> <p>Acknowledgments xvii</p> <p>About the Author xviii</p> <p>1 Sell to 95 Percent of Your Customer’s Brain 1</p> <p><b>Section One Price and Product Brainfluence 3</b></p> <p>2 The “Ouch!” of Paying 4</p> <p>3 Don’t Sell Like a Sushi Chef 7</p> <p>4 Picturing Money 9</p> <p>5 Anchors Aweigh! 12</p> <p>6 Wine, Prices, and Expectations 17</p> <p>7 Be Precise With Prices 20</p> <p>8 Decoy Products and Pricing 22</p> <p>9 How About a Compromise? 26</p> <p>10 Cut Choices; Boost Sales 28</p> <p><b>Section Two Sensory Brainfluence 33</b></p> <p>11 Use All the Senses 34</p> <p>12 Does Your Marketing Smell? 36</p> <p>13 Learn From Coffee 41</p> <p>14 Sounds Like Changed Behavior 44</p> <p>15 The Sound of Your Brand 45</p> <p>16 Exploit the Brut Effect 48</p> <p>17 Smelly but Memorable 49</p> <p>18 Learn From Yogurt 51</p> <p><b>Section Three Brainfluence Branding 53</b></p> <p>19 Neurons That Fire Together 55</p> <p>20 Who Needs Attention? 58</p> <p>21 Passion for Hire 63</p> <p>22 Create an Enemy 65</p> <p><b>Section Four Brainfluence in Print 71</b></p> <p>23 Use Paper for Emotion 72</p> <p>24 Vivid Print Images Change Memory 74</p> <p>25 Paper Outweighs Digital 76</p> <p>26 Use Simple Fonts 77</p> <p>27 When to Get Complicated 80</p> <p>28 Memorable Complexity 82</p> <p><b>Section Five Picture Brainfluence 85</b></p> <p>29 Just Add Babies! 86</p> <p>30 Focus, Baby! 87</p> <p>31 Pretty Woman 89</p> <p>32 Itsy, Bitsy, Teeny, Weeny 91</p> <p>33 Photos Increase Empathy 94</p> <p><b>Section Six Loyalty and Trust Brainfluence 97</b></p> <p>34 Build Loyalty Like George Bailey 98</p> <p>35 Reward Loyalty 100</p> <p>36 Loyalty, Rats, and Your Customers 103</p> <p>37 Time Builds Trust and Loyalty 105</p> <p>38 Ten Words That Build Trust 108</p> <p>39 Trust Your Customer 109</p> <p><b>Section Seven Brainfluence in Person 111</b></p> <p>40 It Pays to Schmooze 112</p> <p>41 Shake Hands Like a Pro 114</p> <p>42 Right Ear Selling 117</p> <p>43 Smile! 118</p> <p>44 Confidence Sells 120</p> <p>45 Small Favors, Big Results 123</p> <p>46 Hire Articulate Salespeople 126</p> <p>47 You’re the Best! 127</p> <p>48 Coffee, Anyone? 129</p> <p>49 Candy Is Dandy 130</p> <p>50 Selling Secrets of Magicians 132</p> <p>51 Soften Up Your Prospects 136</p> <p><b>Section Eight Brainfluence for a Cause 139</b></p> <p>52 Mirror, Mirror on the Wall 140</p> <p>53 Get Closer to Heaven 142</p> <p>54 Child Labor 144</p> <p>55 Give Big, Get Bigger 146</p> <p>56 Make It Personal 148</p> <p>57 Lose the Briefcase! 151</p> <p>58 Ask Big! 153</p> <p><b>Section Nine Brainfluence Copywriting 155</b></p> <p>59 Surprise the Brain 156</p> <p>60 Use a Simple Slogan 158</p> <p>61 Write Like Shakespeare 160</p> <p>62 A Muffin by Any Other Name 161</p> <p>63 Why Percentages Don’t Add Up 163</p> <p>64 Magic Word #1: FREE! 165</p> <p>65 Magic Word #2: NEW! 168</p> <p>66 Adjectives That Work 170</p> <p>67 Your Brain on Stories 173</p> <p>68 Use Story Testimonials 175</p> <p>69 When Words Are Worth a Thousand Pictures 177</p> <p>70 The Million-Dollar Pickle 179</p> <p><b>Section Ten Consumer Brainfluence 183</b></p> <p>71 Simple Marketing for Complex Products 184</p> <p>72 Sell to the Inner Infovore 187</p> <p>73 Want Versus Should: Time Your Pitch 189</p> <p>74 Sell to Tightwads 191</p> <p>75 Sell to Spendthrifts 195</p> <p>76 Take a Chance on a Contest 198</p> <p>77 Unconventional Personalization 201</p> <p>78 Expect More, and Get It! 204</p> <p>79 Surprise Your Customers! 208</p> <p><b>Section Eleven Gender Brainfluence 211</b></p> <p>80 Mating on the Mind 212</p> <p>81 Guys Like It Simple 214</p> <p>82 Are Women Better at Sales? 216</p> <p>83 Do Women Make Men Crazy? 220</p> <p><b>Section Twelve Shopper Brainfluence 223</b></p> <p>84 Cooties in Every Bag 224</p> <p>85 Customer Replies Change Minds 226</p> <p>86 It’s Wise to Apologize 228</p> <p>87 The Power of Touch 230</p> <p>88 When Difficulty Sells 232</p> <p><b>Section Thirteen Video, TV, and Film Brainfluence 235</b></p> <p>89 Don’t Put the CEO on TV 236</p> <p>90 Get the Order Right! 238</p> <p>91 Emotion Beats Logic 241</p> <p><b>Section Fourteen Brainfluence on the Web 243</b></p> <p>92 First Impressions Count—Really! 244</p> <p>93 Make Your Website Golden 246</p> <p>94 Rich Media Boost Engagement 248</p> <p>95 Reward Versus Reciprocity 250</p> <p>96 Exploit Scarcity on the Fly 252</p> <p>97 Target Boomers With Simplicity 254</p> <p>98 Use Your Customer’s Imagination 256</p> <p>99 Avoid the Corner of Death 258</p> <p>100 Computers as People 259</p> <p>Afterword: What’s Next? 263</p> <p>Endnotes 265</p> <p>Index 279</p>

<p><b>ROGER DOOLEY</b> is the creator and publisher of <i>Neuromarketing</i>, 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.

<p>According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. If you want to get ahead of your competition, it's time to stop selling to just 5 percent of your customer's brain! Through the wonders of modern neuroscience, tools now exist that can help explain the brain's cognitive processes. When you understand how your customers' brains work, you can appeal to the powerful subconscious—and get better results for less money. <p><i>Brainfluence</i> explains how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. 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, <i>Brainfluence</i> contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. <p>Neuromarketing can benefit your organization—whether a business or a nonprofit—in measurable ways. Get easy-to-implement, detailed tactics that are proven to boost sales, including: <ul> <li>Ease the very real pain of high prices through bundling, using decoys, and anchoring your prices effectively</li> <li>Use images of money to stimulate a consumer to make a selfish purchase, like a sports car (but avoid these tactics when encouraging the purchase of a gift)</li> <li>Win loyalty with rewards and quality contact time with the customer</li> <li>Keep your brand associations consistent (and consistently good!) and become the more familiar brand</li> <li>Build sensory features into your products, services, and marketing to appeal directly to the emotions and stored memories of your customers</li> <li>And much more!</li> </ul> <p><i>Brainfluence</i> delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.??Your customer's subconscious mind is a vast potential resource—this book explains how to tap it.

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