100 Ways to Persuade and Convince Consumers with Neuromarketing

Want to spend less, and sell more? Want to build a memorable brand? 95% of your customer's decision-making processes are non-conscious, but most marketers keep trying to persuade with logic and facts. Brainfluence shows you how to reach your customer's brain using simple, science-based techniques. 100 short chapters tell you how to optimize your pricing, write memorable content, deliver presentations and sales pitches, all in easy-to-understand language.

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"You can never be too enchanting, so read this book to learn even more ways to change people's hearts, minds, and actions. It's always good to have some science behind your tactics."
"Using the most modern neuroscience research out there, Roger Dooley's insightful new book, Brainfluence, will serve as a how-to guide for driving a successful business past its competition."
"Roger's writing is practical and very insightful. His book delivers on its promise: smart ideas supported by science that can help you make more money. A great and profitable read!"
"For years I've turned to Roger Dooley to keep up with the cutting edge of neuromarketing. Now with Brainfluence, Roger gives smart businesspeople a one-stop unfair advantage. This book is a must-read."
About the Book

According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. If you want to get ahead of your competition, it’s time to stop selling to just 5 percent of your customer’s brain! Through the wonders of modern neuroscience, tools now exist that can help explain the brain’s cognitive processes. When you understand how your customers’ brains work, you can appeal to the powerful subconscious—and get better results for less money.

Brainfluence explains how to apply neuroscience and behavioral research to better market to consumers by understanding their decision patterns. 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. With quick and easy takeaways, Brainfluence contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.

Neuromarketing can benefit your organization—whether a business or a nonprofit—in measurable ways. Get easy-to-implement, detailed tactics that are proven to boost sales, including:

  • Ease the very real pain of high prices through bundling, using decoys, and anchoring your prices effectively
  • Use images of money to stimulate a consumer to make a selfish purchase, like a sports car (but avoid these tactics when encouraging the purchase of a gift)
  • Win loyalty with rewards and quality contact time with the customer
  • Keep your brand associations consistent (and consistently good!) and become the more familiar brand
  • Build sensory features into your products, services, and marketing to appeal directly to the emotions and stored memories of your customers

And much more!

Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts. Your customer’s subconscious mind is a vast potential resource—this book explains how to tap it.

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Genre: Business
Tag: Recommended Books
Publisher: John Wiley & Sons
Publication Year: 2011
ASIN: 1118113365
ISBN: 9781118113363
About the Author
Roger Dooley
Roger Dooley is an author and international keynote speaker. His books include Friction: The Untapped Force That Can Be Your Most Powerful Advantage (McGraw Hill, May 17, 2019) and Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. He writes the popular blog Neuromarketing and a column at He is the founder of Dooley Direct, a consultancy, and co-founded College Confidential, the leading college-bound website. That business was acquired by Hobsons, a unit of UK-based DMGT, where Dooley served as VP Digital Marketing after the acquisition. Dooley is currently focused on spreading his ideas through writing and speaking, with limited engagements for training, coaching, and facilitation. He lives in Austin where he's a big fan of breakfast tacos and Texas BBQ.
Disclosure of Material Connection: Some of the links in the page above are "affiliate links." This means if you click on the link and purchase the item, I will receive an affiliate commission. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."