Key Messages
Unlock The Secrets Of Neuro-Marketing For Maximum Sales Success
In recent years, neuroscience has made a lot of advances that can be used to improve sales performance.
In Brainfluence, by Roger Dooley, you will learn useful neuromarketing tips that can help you sell more products.
You’ll discover why speaking into someone’s right ear is an effective sales strategy and why using a picture of a baby might be your best sales technique.
You’ll also learn about ways to use scent to increase your chances of making a sale.
The book also provides an in-depth analysis of the psychological mechanisms at play in successful sales practices, as well as strategies for taking full advantage of these tactics to maximize revenue.
With the insights gleaned from this book, you can have an edge over the competition and make sure that your business remains the leader in its industry for years to come.
How To Sell To Tightwads: Minimise The Pain Of The Purchase By Making It Appear Fair And Attractive
If you want to get everyone, even the tightwads, to buy your product or service, you need to reduce the feeling of pain during the buying experience.
It’s true – research has shown that purchases themselves can activate the brain’s pain center and that researchers can actually predict if someone will buy an item just by looking at their brain scans.
But there are things that you can do to minimize this feeling of pain.
You should make sure that the price is seen as a bargain or at least appears fair.
Additionally, appealing to important needs instead of unnecessary pleasures is a great idea.
For example, when selling a massage people were far more likely to buy it when they focused on its healingproperties than just its pleasure.
So if you want even tightwads buying your product or service, aim to reduce their feelings of pain during the buying experience!
Appealing To All Five Senses: How To Use Smell To Influence Your Customers’ Purchasing Decisions
When it comes to selling your product, appealing to the customer’s emotions is just as important as appealing to their reason.
But if you really want a surefire way to increase sales and keep customers coming back, then you must captivate all five senses – especially smell.
Singapore Airlines doesn’t miss a beat when it comes to using smell as part of their brand identity.
Their flight attendants wear uniforms that match the airline’s color scheme and even more impressively, they have developed a signature scent which permeates the air in their planes through hot towels and other services.
Research by Buyology author Martin Lindstrom found that appealing to smell can make a huge difference in how we recollect memories and perceive products.
Just look at an example where two identical pairs of Nike shoes were made; one was put in an unscented room and the other had a floral scent.
When surveyed, 84% of those who walked into the scented room rated the shoes higher!
Smell has been shown to influence buyers’ emotional reactions too – 75% of our emotions are linked with how something smells, according to Martin Lindstrom.
So next time you’re looking for ways to boost sales in your business, think about what you can do add some extra appeal by enhancing the olfactory atmosphere too!
The Power Of Baby Faces: How To Use Photos For Higher Engagement In Ads
Did you know that if you want to make your ad more effective, the key is putting a baby on it? According to research, people’s medial orbitofrontal cortex (the area associated with emotion) jumps into action when they see a baby’s face in an ad.
The reason behind this powerful reaction is evolutionary: babies increase their chances of survival by tapping into the emotions of adults.
Moreover, studies have even shown that men prefer females with baby-like features while women at certain stages of ovulation may prefer more masculine or baby-like faces.
Therefore to catch attention and engage viewers, adding a picture of a baby in your ad certainly pays off!
Not just any photo will do though; make sure the baby face is looking at what you want the viewer to focus on.
James Breeze, an Australian usability specialist found out that when someone in an ad is looking at something else – like a headline, product image etc.- this is where our attention goes as well.
So by placing key elements strategically in relation to the baby face you can maximize the effectiveness of your advertisement and invite viewers to look longer and closer at its contents than normally.
Unlock Loyalty By Getting Customers To Imagine The Alternative: Utilizing Counterfactual Reflections For Lasting Relationships
If you want to increase your sales without breaking the bank, it’s crucial to cultivate and reward customer loyalty.
Studies conducted at Northwestern University and the University of California, Berkeley have shown that encouraging customers to reflect upon what their world would be like if they weren’t with your company incentivizes them to remain loyal.
For example, painting a picture of how other companies’ customer service could not compare to yours prompts customers to appreciate the great service they are receiving from you and encourages them to stay.
Additionally, setting up a rewards program or punch card system encourages customers to continue using your products and services as well as rewarding them for their loyalty.
This, in turn, keeps your customers engaged and allows you to generate more sales without having to invest more into marketing strategies aimed at new customers.
Schmoozing Is The Key To Successful Multisensory Marketing: Speak Into The Right Ear For Optimal Results
It pays to schmooze when making sales.
But did you know that speaking into the right ear can help with your success rate? A study conducted by researchers Al Roth and Luca Tommasi found that by engaging in small talk between potential customers, they accepted offers almost 83 percent more frequently than those involving no small talk.
Even beyond that, research conducted by Dr.
Luca Tommasi and Daniele Marzoli from the University Gabriele d’Annunzio in Italy found that humans prefer information spoken into our right ear, and that requests spoken into the right ear are more likely to be successful.
Studies showed that even simple requests, like asking for a cigarette, were met more frequently when asked directly into the customer’s right ear!
So if you want to generate more sales, make sure you are schmoozing your clients first and then speaking directly into their right ear next- it may just make all the difference!
Captivating Customers Through The Power Of Unexpected Words
If you want to sell more, capturing and holding your customers’ attention is key.
You can do that by surprising their brains!
It turns out that our brains are programmed to predict what will happen next.
This can be done through the hippocampus which automatically recalls a sequence of events in response to a single cue; so when you introduce something unexpected, it really catches people’s attention.
Good copywriters often surprise their readers by substituting an unexpected word in a familiar phrase.
For example, instead of “a stitch in time saves nine”, they might write “a stitch in time saves money” – this not only increases brain activity in the reader but also elicits an emotional reaction.
You don’t have to just rely on words to surprise your customers – images and designs work well too.
And if you’re feeling bold, why not follow Shakespeare’s lead and use the wrong words – after all, he made great success of it!
By modifying your copy with amusing phrases such as “coffee it up” instead of “time for coffee”, you’ll be able to capture and hold your customer’s attention even better, and better yet, it won’t cost you a dime!
Wrap Up
The Brainfluence book by Roger Dooley provides powerful insight into how our purchasing decisions are mainly driven by our senses, emotions and unconscious thoughts.
After reading this book, it’s easy to see why bundling products is an effective way for a business to close the deal with an undecided customer.
By bundling their individual features together, customers can’t easily ascertain the value of each component, which makes the overall value proposition much more difficult to evaluate.
In essence, that makes it easier to close the deal.
If you’re looking to maximize your sales potential and make smarter marketing decisions, then Brainfluence is certainly worth taking the time to read!
It will help you understand how customers think when they perceive value and provide actionable advice on how best to bundle products in order to get customers on board.
