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. This scientific approach to marketing has helped many brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence explains how to practically apply neuroscience and behavior research to everyday marketing problems. This book is designed to be a practical guide with quick and easy takeaways offered in 60 short chapters, each containing one key strategy. The chapters are organized into major groups, mainly by application: in-person sales, Web marketing, print advertising, and many others. The book explains several key concepts, including: New insights into what makes people buy, Ways for brands to form emotional bonds with customers, Short, easy to digest ideas that can be accessed in any order, Techniques for all typesof businesses, including small businesses and non-profits This book contains practical, easy-to-understand ways to improve marketing, advertising, and sales efforts- Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. Preface: Why Brainfluence?Today's #1 Challenge: Better Results with Less MoneyThe Answer: Appealing to Your Customer's BrainFrom Ad Psychology to NeuromarketingHow Rational Are We?What is Neuromarketing?Good or Evil?What This Book is NOTWho Can Benefit From This BookAcknowledgmentsAuthor BiographyRoger DooleyChapter 1: Sell to 95% of Your Customer's BrainBrainfluence Takeaway: Stop Selling to 5% of Your Customer's BrainSection 1: Price & Product BrainfluenceChapter 2: The Ouch! of PayingBundling Minimizes PainFairness CountsCredit as PainkillerBrainfluence Takeaway: Minimum Pain, Maximum SalesChapter 3: Don't Sell Like a Sushi ChefPaying for Pain AvoidanceBrainfluence Takeaway: Avoid Multiple Pain PointsChapter 4: Picturing MoneyNo Money In SightRestaurant LessonsBrainfluence Takeaway: Use Money Cues WiselyChapter 5: Anchors Aweigh!Gasoline: Drifting AnchorReal Estate PricesLess Familiar ProductsIrrational AnchorsPresetting an AnchorBrainfluence Takeaway: Be Careful Where You Drop Your Anchor!Chapter 6: Wine, Prices, and ExpectationsBrainfluence Takeaway: Be Careful With DiscountsChapter 7: Be Precise With PricesBrainfluence Takeaway: Use Precise PricingChapter 8: Decoy Products & PricingHow Decoys WorkDecoys in Real EstateBrain Scan EvidenceBrainfluence Takeaway: Try a Not So Good Decoy to Push Your Top ProductChapter 9: How About a Compromise?Brainfluence Takeaway: Add a High End ProductChapter 10: Cut Choices, Boost SalesChoice FatigueBrainfluence Takeaway: Find Your Choice Sweet SpotSection 2: Sensory BrainfluenceChapter 11: Use ALL The SensesBrand FragmentsBrainfluence Takeaway: Appeal to All Five SensesChapter 12: Does Your Marketing Smell?More Scent EffectsBad SmellsBrainfluence Takeaway: Own Your SmellSummary: Think smellChapter 13: Learn from CoffeeNespresso's DilemmaBrainfluence Takeaway: Give Your Product a Sensory TweakChapter 14: Sounds Like Changed BehaviorBrainfluence Takeaway: Find Background Music That Works!Chapter 15: The Sound of Your BrandThe Musical LogoBeyond MusicBrainfluence Takeaway: Find and Keep Your Key Audio Branding ElementsChapter 16: Exploit the Brut EffectBrainfluence Takeaway: Use Scent to Be MemorableChapter 17: Smelly But MemorableTagline Recall EnhancedPurchase 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 MemorabilityChapter 18: Learn from YogurtBrainfluence Takeaway: Important Product Characteristics May Not Be ObviousSection 3: Brainfluence BrandingBrains Love Brands They KnowBrands Trump SensesChapter 19: Neurons That Fire Together...The Monkey's PawAnything for a SmokeI Like It, But Why?Pavlovian BrandingBrainfluence Takeaway: Keep Your Brand Associations ConsistentChapter 20: Who Needs Attention?Low Attention, No AttentionIgnored TV CommercialsFast-Forward BrandingBranding Without SeeingFamiliarity Breeds Likeability (in Milliseconds!)Brainfluence Takeaway: No Attention Doesn't Mean No ResultsChapter 21: Passion for HireMusical PassionTech PassionBrainfluence Takeaway: Feel the PassionChapter 22: Create an EnemyThe Tajfel ExperimentUs vs. ThemCompare People, Not ProductsOur Customers are Different/BetterThe Etsy ApproachGodin and TribesBrainfluence Takeaway: Make Your Customers Feel Like Members of a GroupSection 4: Brainfluence in PrintWho Needs Print?Chapter 23: Use Paper for EmotionA Cautionary NoteOptimizing Paper-based MarketingDigital LessonBrainfluence Takeaway: Paper Means EmotionChapter 24: Vivid Print Images Change MemoryBrainfluence Takeaway: Use Vivid Images in PrintChapter 25: Paper Outweighs DigitalWeighty WordsBrainfluence Takeway: Bulk Up for ImpactChapter 26: Use Simple FontsBrainfluence Takeaway: Simple Fonts Spur ActionChapter 27: When To Get ComplicatedBrainfluence Takeaway: Use Complex Fonts, Big Words to Enhance Your ProductChapter 28: Memorable ComplexityBrainfluence Takeaway: Boost Recall with Complex FontsSection 5: Picture BrainfluenceChapter 29: Just Add Babies!Brainfluence Takeaway: Baby Pictures Draw the EyeChapter 30: Focus, Baby!Brainfluence Takeaway: Use The Baby's Gaze to Direct AttentionChapter 31: Pretty WomanBrainfluence Takeaway: Test People PhotosChapter 32: Itsy, Bitsy, Teenie, Weenie...More Arousal, Worse DecisionsBigger is Better, And It's NOT What You Are Thinking!Brainfluence Takeaway: Sexy Women Affect Male DecisionsChapter 33: Photos Increase EmpathyBrainfluence Takeaway: Include a Photo If Empathy Will Help Your CauseSection 6:  Loyalty & Trust BrainfluenceChapter 34: Build Loyalty Like George BaileyInstant Loyalty, Just Add ImaginationBrainfluence Takeaway: Use Counterfactual Scenarios to Boost LoyaltyChapter 35: Reward LoyaltyLoyalty Point PowerBrainfluence Takeaway: Offer Loyalty RewardsChapter 36: Loyalty, Rats, and Your CustomersBrainfluence Takeaway: Give a Head StartChapter 37: Time Builds Trust and LoyaltyBrainfluence Takeaway: Quality Contact Time CountsChapter 38: Ten Words That Build TrustBrainfluence Takeaway: Tell 'em to trust youChapter 39: Trust Your CustomerBrainfluence Takeaway: Show Trust to Get TrustSection 7: Brainfluence in PersonChapter 40: It Pays to SchmoozeBrainfluence Takeaway: Schmooze First, Bargain LaterChapter 41: Shake Hands Like A ProHow About A Nice Massage?Brainfluence Takeaway: Touch is ImportantChapter 42: Right Ear SellingBrainfluence Takeaway: Favor Your Prospect's Right EarChapter 43: Smile!The Price of a SmileBrainfluence Takeaway: Smiles, Even Smiling Images, Help SalesChapter 44: Confidence SellsNatural Mind ReadersBrainfluence Takeaway: Demonstrate ConfidenceChapter 45: Small Favors, Big ResultsGot The Time, Buddy?Signs of SuccessFoot in the DoorBrainfluence Takeaway: Ask For a Small Favor FirstChapter 46: Hire Articulate SalespeopleBrainfluence Takeaway: Hire Articulate PeopleChapter 47: You're the Best!Brainfluence Takeaway: Use Ethical FlatteryChapter 48: Coffee, Anyone?Brainfluence Takeaway: Serve Hot BeveragesChapter 49: Candy is DandyBrainfluence Takeaway: Try the Truffle StrategyChapter 50: Selling Secrets of Magicians1. People Focus on Only One Thing2. Motion Attracts our Attention3. Big Motions Beat Little Motions4. The Unexpected Attracts Us5. Mirror Neurons Engage Us6. Cut the ChatterBrainfluence Takeaway: Learn From MagiciansChapter 51: Soften Up Your ProspectsBrainfluence Takeaway: Soften Up Your ProspectsSection 8: Brainfluence for a CauseChapter 52: Mirror, Mirror, on the WallBrainfluence Takeaway: Let Donors See ThemselvesChapter 53: Get Closer to HeavenLifting GenerosityElevating CooperationPractical ImplicationsBusiness ApplicationsBrainfluence Takeaway: Control Altitude, Change AttitudeChapter 54: Child LaborBrainfluence Takeaway: Use Babies to Boost AltruismChapter 55: Give Big, Get BiggerNon-profit reciprocity strategyBusiness reciprocityBrainfluence Takeaway: Gift Your ProspectsChapter 56: Make It PersonalBrainfluence Takeaway: Make it PersonalChapter 57: Lose the Briefcase!Brainfluence Takeaway: Avoid Business and Financial CuesChapter 58: Ask Big!Brainfluence Takeaway: Start with a BIG NumberSection 9: Brainfluence CopywritingChapter 59: Surprise the BrainChapter 60: Use a Simple SloganBrainfluence Takeaway: Use a Simple Savings SloganChapter 61: Write Like ShakespeareBrainfluence Takeaway: Misuse a WordChapter 62: A Muffin by Any Other Name...Beyond FoodBrainfluence Takeaway: Rename Your CategoryChapter 63: Why Percentages Don't Add UpBrainfluence Takeaway: Use Real Numbers for ImpactChapter 64: Magic Word #1: FREE!Free Kisses Beat Bargain TrufflesAmazon'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 WorkBrainfluence Takeaway: Season Your Copy with Vivid AdjectivesChapter 67: Your Brain on StoriesWhy Stories Engage Our BrainThe Mind Meld EffectAdvertising StoriesBrainfluence Takeaway: Tell a Vivid StoryChapter 68: Use Story TestimonialsBrainfluence Takeaway: Go Beyond Short TestimonialsChapter 69: When Words Are Worth A Thousand PicturesBrainfluence Takeaway: Text Beats Richer Media When It Tells a StoryChapter 70: The Million Dollar PickleBrainfluence Takeaway: Don't Create Negative StoriesSection 10: Consumer BrainfluenceChapter 71: Simple Marketing for Complex ProductsBrainfluence Takeaway: Give Buyers a Simple Reason to Buy Your Complex ProductChapter 72: Sell to the Inner InfovoreBrainfluence Takeaway: Show 'Em Something NewChapter 73: Want vs. Should: Time Your PitchTiming is CriticalBrainfluence Takeaway: Time Your Pitch to Wants and ShouldsChapter 74: Sell to TightwadsBrainfluence Takeaway: Minimize the Pain for Tightwads (and Everyone Else)Chapter 75: Sell to SpendthriftsBrainfluence Takeaway: Push the Free-Spending Hot ButtonsChapter 76: Take a Chance on a ContestGolf LessonsPepsi's Billion DollarsBrainfluence Takeaway: Keep Your Eye on the PrizeChapter 77: Unconventional PersonalizationBrainfluence Takeaway: Try Going Beyond Simple PersonalizationChapter 78: Expect More, and Get It!Expectation Becomes RealityA New Role For MarketingFrom Wine to SoftwareBrainfluence Takeaway: Set High but Achievable ExpectationsChapter 79: Surprise Your Customers!Brainfluence Takeaway: Create Positive Feelings With a Small SurpriseSection 11: Gender BrainfluenceChapter 80: Mating on the MindBrainfluence Takeaway: Use Romantic Priming if Your Product (or Service Project) is ConspicuousChapter 81: Guys Like It SimpleJ. Peterman is from Mars, The Catalog Copy Isn'tBrainfluence Takeaway: Use Simple Copy for GuysChapter 82: Are Women Better at Sales?Another theory - the Peacock DisplayBrainfluence Takeaway - Exploit the Peacock Effect with Male BuyersChapter 83: Do Women Make Men Crazy?Brainfluence Takeaway: Attractive Female Photos Shorten Male Time HorizonsSection 12: Shopper BrainfluenceChapter 84: Cooties in Every BagFat TransferBrainfluence Takeaway: Watch Your PairingsChapter 85: Customer Replies Change MindsBrainfluence Takeaway: Engage Problem Customers QuicklyChapter 86: It's Wise to ApologizeThe Price of Rude BehaviorThe Apology EffectBrainfluence Takeaway: Don't Be Afraid to ApologizeChapter 87: The Power of TouchPsychological OwnershipBrainfluence Takeaway: Let Customers Touch Your ProductChapter 88: When Difficulty SellsBrainfluence Takeaway: Easy Isn't ALWAYS BestSection 13: Video, TV, & Film BrainfluenceChapter 89: Don't Put the CEO on TVOur Bodies TalkBrainfluence Takeaway: Physical Actions Outweigh WordsChapter 90: Get the Order Right!Brainfluence Takeaway: Credibility Before ClaimsChapter 91: Emotion Beats LogicBrainfluence Takeaway: Get EmotionalSection 14: Brainfluence on the WebChapter 92: First Impressions Count - Really!Confirmation Bias Makes the First Impression StickHappy Users Keep TryingBrainfluence Takeaway: Test Your Site's First ImpressionChapter 93: Make Your Website GoldenBrainfluence Takeaway: Use the Golden MeanChapter 94: Rich Media Boost EngagementBrainfluence Takeaway: Add and Optimize Other MediaChapter 95: Reward vs. ReciprocityReciprocity Beats RewardNot Just for Form CompletionBrainfluence Takeaway: Test the Reciprocity ApproachChapter 96: Exploit Scarcity on the FlyScarce SeatsOverstock.com - The Scarcity TrifectaDaily ScarcityBrainfluence Takeaway: Use Scarcity, and Be SpecificChapter 97: Target Boomers with SimplicityBrainfluence Takeaway: Keep it SimpleChapter 98: Use Your Customer's ImaginationBrainfluence Takeaway: Help Customers Imagine OwnershipChapter 99: Avoid the Corner of DeathBrainfluence Takeaway: Put Your Brand Front and CenterChapter 100: Computers as PeopleGet on the Same TeamI'm on YOUR side!Specialized = SmartBrainfluence Takeaway: It's not a computer, it's a person!Afterword: What's Next?