Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing – This book is not a new one, yet it still has the old simian excited.
There are several reasons for this, which I will try to outline.
One of them is pure readability of the piece. New role marketing isn’t one of the easier subjects, however, the author manages to make the read entertaining and presents the information in usable form.
The chapters are broken up into small chunks of information with each of those presenting an usable technique, also summarized in a take away. You could literally just read those and apply them to your marketing efforts.
He avoids the traps of something down the content by including the names of the researchers and cross referencing the studies and sources. The scientific minded or simply curious members of the audience can go ahead and dive deeper into the source material.
With all this said, the readings shows easily and is even entertaining if you are interested in this material.
The next, and more important reason this has me excited is, that this is the book for marketers. Has social sciences go, there is a tendency to shy away from this dark side of understanding what makes people tick. This is understandable when you see the power that can be had with a lot of those techniques. You have to love a book that unashamedly tells you to look at telemarketers and study their techniques. You will get people to buy, buy more, and be happy about it without them knowing that they are being manipulated.
However, the author doesn’t pull any punches. You rather get the impression that he just wants you to go out and test these things for yourself.
The book already starts great with a chapter on one of the juiciest topics, namely pricing.
This chapter goes into the background of what makes paying for things painful, how people determine a fair price, what kind of pricing models people have to deal with, before diving into the nice bits that count you how to manipulate the perception of price and mitigate the pain of paying.
Example 1: Currency Symbols
the book shows the results of the study on how prices should be presented to the customers. By simply removing the currency symbol from diners menu card, customers were happily spending 17% more on their food.
Example 2: priming by numbers
The author tells us about a study that primed the test subjects by making them state the last two numbers off their social security number. This random number varies between 01 and 99.
They were then asked how much they were willing to pay for a wireless keyboard presented to them. Not only did the price go up just in step with the Social Security number, it actually increased from $16 all the way up to an average of $55.64 in the 18 to 99 range
Now, you might see what has me giddy about this book. This is not a textbook on marketing, those easily go for 100 or more, no-this is better!
If you are not picking up Brainfluence today, you are leaving money on the table.
Simple as that.