How much do I want to read more? 6/10
Anything about us is interesting. Our brain for example.
Who do we think, how do we choose?
Understanding our brain makes a better use of it.
This book provides a better understanding of our brain applied to marketing, that means to make better ads, and to sell products better.
We may not be interested in marketing, but that's still interesting.
When I was a kid, I was told we are manipulated by ads. Of course, I didn't want to get manipulated myself, so everytime I saw an ad, in the street or on TV, I was thinking: you fool think I would want to buy this because of you?
The person told me we are manipulated subconsciously, without being aware of it. We all get bombarded with input and without knowing it, our decisions and actions are influenced by those inputs we see all days.
In a sense, it makes sense: ads producers spend millions putting them everywhere, from tv to newspapers, and now from the web to mobile App. They sound intrusive and annoying. And they sound to us that we are not that easily manipulated, so why put them?
Again, the secret relies on the "unconscious": we think we're not manipulated, but we do.
It always worked, centuries ago, and it will continue centuries ahead. It even works so well that dictators like Hitler used them as a propaganda to spread his ideas and doctrine to people.
The author defends himself: "Any marketing tool can be “evil” if the company behind it misuses it."
Preface: Why Brainfluence?
Today’s #1 Challenge: Better Results With Less Money
Need more brand awareness? Buy more ads. The problem with the “more resources applied = more success” model is that it gets expensive.
This book is all about smarter marketing.
understanding how your customers’ brains work to get better results with less money.
How Rational Are We?
We all like to think there are good reasons for what we do and that our decisions result from a conscious, deliberative process.
But research shows our subconscious drives our choices, often with minimal conscious involvement.
(Dan Ariely: Predictably Irrational)
What Is Neuromarketing?
brain scan–based marketing analysis?
tracking heart rate and respiration?
I prefer a broadly inclusive definition of neuromarketing that includes behavioral research and behavior-based strategies.
Neuromarketing is all about understanding how our brains work, and employing that understanding to improve both our marketing and our products.
Good or Evil?
manipulative and unethical?
If neuromarketing techniques are used properly, we’ll have better ads, better products, and happier customers.
What This Book Is Not
It’s not an attempt to explain the scientific basis for branding or advertising. (One book that does that in great detail is the excellent The Branded Mind by Erik du Plessis.)
This isn’t a big idea book. I love books like Chris Anderson’s Free and Malcolm Gladwell’s Blink that explore one trend or topic in great depth.
Chapter 1: Sell to 95 Percent of Your Customer’s Brain
Ninety-five percent of our thoughts, emotions, and learning occur without our conscious awareness, according to Gerald Zaltman. the 95 percent rule is used by many neuroscientists to estimate subconscious brain activity. A. K. Pradeep, estimates it at 99.999 percent in his book, The Buying Brain.
One indication of the power of our subconscious comes from a study that showed that subjects given a puzzle to solve actually solved it as much as eight seconds before they were consciously aware of having solved it.
Other research shows a lag in decision making—our brains seem to reach a decision before we are consciously aware of it.
The realization that the vast majority of our behaviors are determined subconsciously is a basic premise of most of the strategies in this book, and indeed, of the entire field of neuromarketing.
Customers generally can’t understand or accurately explain why they make choices in the marketplace, and efforts to tease out that information by asking them questions are mostly doomed to failure.
Brainfluence Takeaway: Stop Selling to 5 Percent of Your Customer’s Brain
Despite knowing that rational, conscious cognitive processes are a small influence in human decision making, we often focus most of our message on that narrow slice of our customer’s thinking.
We provide statistics, feature lists, cost/benefit analyses, and so on, while ignoring the vast emotional and nonverbal subconscious share of brain activity.
Section One: Price and Product Brainfluence
Chapter 2: The “Ouch!” of Paying
buying something can cause the pain center in our brain to light up.
Thus, people can spend hundreds of dollars on accessories when buying a car with little pain, but a vending machine that takes 75 cents and produces nothing is very aggravating.
Bundling Minimizes Pain
The consumer can’t relate a specific price to each component in the bundle (leather seats, sunroof, etc.) and hence can’t easily evaluate the fairness of the deal or whether the utility of the accessory is worth the price.
the perceived fairness or unfairness of the deal that creates the reaction.
A famous study by economist Richard Thaler showed that thirsty beachgoers would pay nearly twice as much for a beer from a resort hotel than for the same brew from a small, rundown grocery store.
Credit as Painkiller
for many consumers, the credit card takes the pain out of purchasing. Pulling cash out of one’s wallet causes one to evaluate the purchase more carefully.
A credit card reduces the pain level by transferring the cost to a future period where it can be paid in small increments.
Brainfluence Takeaway: Minimum Pain, Maximum Sales
First, the price must be seen as fair. If your product is more expensive than others, take the time to explain why it is a premium product.
see if some kind of a bundle with complementary items will dull the pain.
Payment terms and credit options can also reduce the pain of paying. even affluent customers will feel less pain if they don’t have to make immediate payment in cash.