Practical techniques for applying neuroscience and behavior research to attract new customersBrainfluence 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 salesBrainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Preface: Why Brainfluence? xiAcknowledgments xviiAbout the Author xviii1 Sell to 95 Percent of Your Customer's Brain 1Section One Price and Product Brainfluence 32 The "Ouch!" of Paying 43 Don't Sell Like a Sushi Chef 74 Picturing Money 95 Anchors Aweigh! 126 Wine, Prices, and Expectations 177 Be Precise With Prices 208 Decoy Products and Pricing 229 How About a Compromise? 2610 Cut Choices; Boost Sales 28Section Two Sensory Brainfluence 3311 Use All the Senses 3412 Does Your Marketing Smell? 3613 Learn From Coffee 4114 Sounds Like Changed Behavior 4415 The Sound of Your Brand 4516 Exploit the Brut Effect 4817 Smelly but Memorable 4918 Learn From Yogurt 51Section Three Brainfluence Branding 5319 Neurons That Fire Together . . . 5520 Who Needs Attention? 5821 Passion for Hire 6322 Create an Enemy 65Section Four Brainfluence in Print 7123 Use Paper for Emotion 7224 Vivid Print Images Change Memory 7425 Paper Outweighs Digital 7626 Use Simple Fonts 7727 When to Get Complicated 8028 Memorable Complexity 82Section Five Picture Brainfluence 8529 Just Add Babies! 8630 Focus, Baby! 8731 Pretty Woman 8932 Itsy, Bitsy, Teeny, Weeny . . . 9133 Photos Increase Empathy 94Section Six Loyalty and Trust Brainfluence 9734 Build Loyalty Like George Bailey 9835 Reward Loyalty 10036 Loyalty, Rats, and Your Customers 10337 Time Builds Trust and Loyalty 10538 Ten Words That Build Trust 10839 Trust Your Customer 109Section Seven Brainfluence in Person 11140 It Pays to Schmooze 11241 Shake Hands Like a Pro 11442 Right Ear Selling 11743 Smile! 11844 Confidence Sells 12045 Small Favors, Big Results 12346 Hire Articulate Salespeople 12647 You're the Best! 12748 Coffee, Anyone? 12949 Candy Is Dandy 13050 Selling Secrets of Magicians 13251 Soften Up Your Prospects 136Section Eight Brainfluence for a Cause 13952 Mirror, Mirror on the Wall 14053 Get Closer to Heaven 14254 Child Labor 14455 Give Big, Get Bigger 14656 Make It Personal 14857 Lose the Briefcase! 15158 Ask Big! 153Section Nine Brainfluence Copywriting 15559 Surprise the Brain 15660 Use a Simple Slogan 15861 Write Like Shakespeare 16062 A Muffin by Any Other Name . . . 16163 Why Percentages Don't Add Up 16364 Magic Word #1: FREE! 16565 Magic Word #2: NEW! 16866 Adjectives That Work 17067 Your Brain on Stories 17368 Use Story Testimonials 17569 When Words Are Worth a Thousand Pictures 17770 The Million-Dollar Pickle 179Section Ten Consumer Brainfluence 18371 Simple Marketing for Complex Products 18472 Sell to the Inner Infovore 18773 Want Versus Should: Time Your Pitch 18974 Sell to Tightwads 19175 Sell to Spendthrifts 19576 Take a Chance on a Contest 19877 Unconventional Personalization 20178 Expect More, and Get It! 20479 Surprise Your Customers! 208Section Eleven Gender Brainfluence 21180 Mating on the Mind 21281 Guys Like It Simple 21482 Are Women Better at Sales? 21683 Do Women Make Men Crazy? 220Section Twelve Shopper Brainfluence 22384 Cooties in Every Bag 22485 Customer Replies Change Minds 22686 It's Wise to Apologize 22887 The Power of Touch 23088 When Difficulty Sells 232Section Thirteen Video, TV, and Film Brainfluence 23589 Don't Put the CEO on TV 23690 Get the Order Right! 23891 Emotion Beats Logic 241Section Fourteen Brainfluence on the Web 24392 First Impressions Count--Really! 24493 Make Your Website Golden 24694 Rich Media Boost Engagement 24895 Reward Versus Reciprocity 25096 Exploit Scarcity on the Fly 25297 Target Boomers With Simplicity 25498 Use Your Customer's Imagination 25699 Avoid the Corner of Death 258100 Computers as People 259Afterword: What's Next? 263Endnotes 265Index 279