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Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing [Englisch] [Gebundene Ausgabe]

Roger Dooley
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Inhaltsverzeichnis

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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