Neuromarketing: Understanding the “Buy Buttons” in Your Customer’s Brain

Senteo Rating 2.5
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Author:Patrick Renvoise, Christophe Morin
views 2897
Author:Patrick Renvoise, Christophe Morin
Senteo Rating 2.5

Neuromarketing: Understanding the “Buy Buttons” in Your Customer’s Brain
Patrick Renvoise & Christophe Morin, Thomas Nelson Publishers, 2007
Senteo’s Review information

This book is written by and generally aimed at sales and marketing professionals. The authors divide the brain into three parts: the “new brain” thinks and processes rational data, the “middle brain” feels and processes emotions, while the “old brain” decides by taking into account the input from the other two parts. The principle is simple: marketers need to appeal to the old brain since research shows that decisions are made in the most primitive part of our brain. They lay out six stimuli that speak to the old brain: appeal to the self-centered, create contrast, provide tangible input, create a strong beginning and end to the message, provide visual stimuli. and appeal to emotions.
The book then advances a four-step methodology for appealing to the old brain: diagnose the pain or what the customer really wants, differentiate your claims from the competition, demonstrate or prove what the customer gains from your product, and deliver to the old brain by appealing to the six stimuli. In subsequent chapters the authors provide tactics and advice for each of the four steps, such as principles of effective dialogue and the six “selling to the old brain message building blocks.” The book provides charts and examples throughout to illustrate their points.

Neuromarketing presents the basic principles for providing persuasive marketing materials and messages to consumers by appealing to the brain through neuromarketing principles. There are some good examples illustrated through simple steps, such as “grabbers” used to reach the old brain: mini-dramas, wordplays, rhetorical questions, and props and stories, with examples of each and illustrations. As a marketer or advertiser, this book provides an easy, understandable read.

Enthusiasts of neuropsychology and neuromarketing will find this book to be slim on facts and, in some cases, misleading. The authors cite studies and research but provide no references. While the book is marketed as “the only book to combine the latest brain research with cutting-edge sales, marketing and communication techniques,” it is hardly a scientific work. They just argue that people make emotional decisions which they later rationalize, which is not really cutting edge. Their construct of appealing to the old brain is dubious in scientific terms. There is a short list of additional resources (books) at the end, but no bibliography or even list of references for their research findings which they claim the book to be based upon. For more thorough applications of neuromarketing research we recommend The Buying Brain.

How can the latest brain research help increase your sales?

Because paople are inundated daily by an average of 10,000 sales messages, selling is now tougher than ever. That’s why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness.

Unveiling the latest brain research and revolutionary  marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers such as:

  • The 6 stimuli that alwaystrigger a response
  • The 4 steps to align content and delivery of your message
  • The 6 message building blocks to address the “old brain”
  • The 7 powerful impact boosters to set your delivery apart from the rest

Once you know how the decision-making part of the brain works, you’ll quickly begin to deliver more convincing sales presentations, close more deals, crreate more effective marketing strategies, and radically improve your ability to influence others.

This book has appeal for sales and marketing professionals looking for an easy read on how to design and target marketing or sales messages to appeal to consumers, with some basics of neuromarketing. It has many suggestions for creating successful, “grabbing” marketing messages.

Senteo Subject Category

Neuromarketing is primarily a book for tactics and applications of neuromarketing principles. It gives some frameworks in the form of guiding principles, however it is less about strategy or sound theory and more about sales and marketing applications.

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    Neuromarketing: Understanding the “Buy Buttons” in Your Customer’s Brain
    Patrick Renvoise & Christophe Morin, Thomas Nelson Publishers, 2007
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