Preface: Why Brainfluence?
Today’s #1 Challenge: Better Results with Less Money
The Answer: Appealing to Your Customer's Brain
From Ad Psychology to Neuromarketing
How Rational Are We?
What is Neuromarketing?
Good or Evil?
What This Book is NOT
Who Can Benefit From This Book
Acknowledgments
Author Biography
Roger Dooley
Chapter 1: Sell to 95% of Your Customer's Brain
Brainfluence Takeaway: Stop Selling to 5% of Your Customer's Brain
Section 1: Price & 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 & 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 2: 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 One small but interesting study measured sales of a liquor product in a bar. Patrons who had the aroma of that beverage pumped into the surrounding air while a visual ad could be seen purchased nearly twice as much of the product as those who saw the ad alone.
Brainfluence Takeaway: Unique Scents Boost Memorability
Chapter 18: Learn from Yogurt
Brainfluence Takeaway: Important Product Characteristics May Not Be Obvious
Section 3: Brainfluence Branding
Brains Love Brands They Know
Brands Trump Senses
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
Musical Passion
Tech Passion
Brainfluence Takeaway: Feel the Passion
Chapter 22: Create an Enemy
The Tajfel Experiment
Us vs. 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 4: Brainfluence in Print
Who Needs 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 Takeway: 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, Big Words to Enhance Your Product
Chapter 28: Memorable Complexity
Brainfluence Takeaway: Boost Recall with Complex Fonts
Section 5: 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, Teenie, Weenie…
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 6: Loyalty & 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 7: 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
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 8: 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
Non-profit 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 9: Brainfluence Copywriting
Chapter 59: Surprise the Brain
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 10: 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 vs. 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 11: 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 12: 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 13: Video, TV, & 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 14: 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 vs. 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?