Brainfluence

BRAINFLUENCE: 100 WAYS TO PERSUADE AND CONVINCE CONSUMERS WITH NEUROMARKETING Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns.

The passion your customers can sense is the passion of your people, even if they don’t process it consciously. The body language, speech patterns, and other cues will give your customers the confidence that the person they are dealing with truly believes in your product. If you want your customers to love your brand, when you are looking at resumes, go beyond the facts and look for passion.

Make Your Customers Feel Like Members of a Group. Have you been able to make your customers feel different from those of your competition? Does your brand have a tribe? Have you been able to define an enemy group that strengthens the cohesiveness of your own? If you can accomplish this and fan the flames of rivalry, you’ll create not only more loyal customers but also brand advocates and evangelists.

It turns out that a reciprocity strategy can work better; give visitors the info they want and then ask for their information. Italian researchers found that twice as many visitors gave up their contact data if they were able to access the information first.

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.

If you find yourself in a situation where, for cost or other reasons, the price of a product is likely to produce an “ouch!” reaction from your customers, see if some kind of a bundle with complementary items will dull the pain.

Make the price a bargain. Tightwads don’t like high prices, or prices that appear to be high for what they are buying.

Our brain’s preference for trusted stories explains why word of mouth is such a powerful tool: if the story is told by someone we actually know, not by a celebrity or paid endorser, it will be even more credible and potent.

Whether you are presenting to a group, selling one-on-one, or designing a TV commercial, use motion to grab the attention of your audience and focus it where you want it. If there’s one thing that’s moving, that’s where the audience will look.

Be honest, transparent, and confident in your recommendation.

Use a difficult font to boost recall of important marketing information. But, don’t overdo it; use it for a tagline or a phone number, but not for lengthy ad copy. Too much complexity, and your brilliant copy won’t get read at all!

To be truly successful, your marketing should encompass every human sense.

When marketers plan a company’s product offerings, they usually try to do so in the most logical way possible. Several levels of product may be offered: a stripped-down, basic version; a more capable better version; and perhaps a “best” version.

When creating their product offerings, most companies try to develop the best and most attractive offers they can—a practice I wholly endorse. But sometimes adding a less attractive offer to the mix will close more deals on the better offers without disadvantaging the customer in any way.

Sometimes, though, customers have difficulty deciding between alternatives. To get the product they need, they require a nudge in one direction or the other.

Relativity is the key element in decoy marketing. Our brains aren’t good at judging absolute values, but they are always ready to compare values and benefits. When used proactively by marketers, a decoy product or offer can make another product look like a better value.

Offer your customers a similar, but inferior, product or service at about the same price. While it’s unlikely that they will actually buy the less attractive item, you may see a jump in sales of what you are trying to sell.