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Neuromarketing : understanding the "buy button" in your customer's brain /

Main Author: Renvoisé, Patrick
Other Authors: Morin, Christophe
Format: Book
Language:English
Published: Nashville, Tenn. : Thomas Nelson, c2007
Subjects:
Neuromarketing
Marketing > Psychological aspects
Consumers' preferences
Table of Contents:
  • Three brains, one decision-maker
  • The only six stimuli that speak to the old brain
  • The methodology: four steps to success
  • Step 1: diagnose the pain
  • Step 2: differentiate your claims
  • Step 3: demonstrate the gain
  • Step 4: deliver to the old brain
  • The first message building block: grabbers
  • Message building block 2: big picture
  • Message building block 3: claims
  • Message building block 4: proofs of gain
  • Message building block 5: handling objections
  • Message building block 6: the close
  • The first impact booster: wording with you
  • Impact booster 2: your credibility
  • Impact booster 3: contrast
  • Impact booster 4: emotion
  • Impact booster 5: learning styles
  • Impact booster 6: stories
  • Impact booster 7: less is more
  • Marketing is dead, long live neuromarketing
  • Handbook: selling to the old brain 101
  • Brainpower: quick review of concepts

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