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Nöro Marketing: Müşterinizin Beynindeki Satın Alma Düğmesine Basmak!
Beyin üzerinde yapılan son araştırmalar satışlarınızı nasıl artırabilir?
İnsanlar günde ortalama 10.000 satış mesajının içinde boğulduklarından, satış yapmak artık hiç olmadığı kadar zor. Bu yüzden nörobilimin satış ve ikna etkililiğinizi çabucak artıracak keşiflerini öğrenmeniz gerekiyor.
En son yapılan beyin araştırmalarını ve devrim niteliğindeki pazarlama çalışmalarını ortaya koyarak yazarlar Patrick Renvoisé ve Christophe Morin, müşterileriniz üzerinde büyük bir etki bırakacak güçlü, eşsiz ve akılda kalıcı sunumlar için yüksek etkili teknikler öğretiyorlar. Bunlar:
• Müşteriden tepki almayı garantileyen 6 uyarıcı
• İçerik ile mesajın sunumunu paralel hale getiren 4 adım
• “Eski beyne” hitap eden 6 mesaj yapıtaşı
• Sunumunuzu diğerlerinden farklılaştıracak 7 etki artırıcı
Beynin karar verme bölümünün nasıl çalıştığını anladığınızda daha inandırıcı sunumlar yapmayı öğrenecek, daha fazla anlaşma sonuçlandıracak, daha etkili pazarlama stratejileri geliştirip, ikna yeteneğinizi radikal bir biçimde geliştireceksiniz
İnsanlar günde ortalama 10.000 satış mesajının içinde boğulduklarından, satış yapmak artık hiç olmadığı kadar zor. Bu yüzden nörobilimin satış ve ikna etkililiğinizi çabucak artıracak keşiflerini öğrenmeniz gerekiyor.
En son yapılan beyin araştırmalarını ve devrim niteliğindeki pazarlama çalışmalarını ortaya koyarak yazarlar Patrick Renvoisé ve Christophe Morin, müşterileriniz üzerinde büyük bir etki bırakacak güçlü, eşsiz ve akılda kalıcı sunumlar için yüksek etkili teknikler öğretiyorlar. Bunlar:
• Müşteriden tepki almayı garantileyen 6 uyarıcı
• İçerik ile mesajın sunumunu paralel hale getiren 4 adım
• “Eski beyne” hitap eden 6 mesaj yapıtaşı
• Sunumunuzu diğerlerinden farklılaştıracak 7 etki artırıcı
Beynin karar verme bölümünün nasıl çalıştığını anladığınızda daha inandırıcı sunumlar yapmayı öğrenecek, daha fazla anlaşma sonuçlandıracak, daha etkili pazarlama stratejileri geliştirip, ikna yeteneğinizi radikal bir biçimde geliştireceksiniz
174 pages, Paperback
First published September 15, 2005
206 people are currently reading
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Displaying 1 - 30 of 56 reviews
May 29, 2011
I have mixed feelings about this. There's some interesting psychology that explains the sales and marketing process, but it's not especially detailed. Also the examples are variable - some I really bought into and will definitely try to replicate, others felt very tenuous.
I recommend reading The Power of Persuasion and A Mind of its Own for a more detailed look at the psychology. I've used the principles in Trust-Based Selling for years, and Neuromarketing supports and enhances this. It's also really worth looking into the "layers of resistance" described (if not by that name) in It's Not Luck.
Overall, worth a read if you are involved in sales and marketing - time will tell as I experiment with the ideas which work best. Not a must-read if marketing isn't a primary concern to you.
I've made a mindmap of my notes if they are useful to anyone, they're available on my blog.
I recommend reading The Power of Persuasion and A Mind of its Own for a more detailed look at the psychology. I've used the principles in Trust-Based Selling for years, and Neuromarketing supports and enhances this. It's also really worth looking into the "layers of resistance" described (if not by that name) in It's Not Luck.
Overall, worth a read if you are involved in sales and marketing - time will tell as I experiment with the ideas which work best. Not a must-read if marketing isn't a primary concern to you.
I've made a mindmap of my notes if they are useful to anyone, they're available on my blog.
July 9, 2016
Reads too much like a salesman manual. I'm not the target audience for this but salespeople might benefit from the technical tips given here.
The underlying concept and advice given were plausible, coherent and applicable to many aspects of life even outside of marketing, it's just that the way they're presented here didn't gel with me. I'd probably look out for books written on similar subjects but with a different slant to it.
The underlying concept and advice given were plausible, coherent and applicable to many aspects of life even outside of marketing, it's just that the way they're presented here didn't gel with me. I'd probably look out for books written on similar subjects but with a different slant to it.
August 15, 2020
Sürünən beyin. :D
August 24, 2023
(The English review is placed beneath the Russian one)
Довольно бесполезная книга. Для маркетологов же она бесполезна полностью. Забавно, но автор использует слово «нейропсихология» только с целью заинтересовать потенциальных читателей купить эту книгу, ибо больше это слово никак не используется в книге. Другими словами, в книге нет никаких исследований на тему нейропсихологии в маркетинге или даже бизнесе в целом. А вот о чём автор пишет из раза в раз, так это о наличии у человека древнего мозга (Old brain), т.е. та часть мозга, которая ответственна за самые основные инстинкты и та часть мозга, которая появилась (эволюционировала) самой первой. Как утверждает автор, именно к этому необходимо обращаться компаниям, чтобы успешно продавать свои товары или услуги. Беда только в том, что автор, по крайне мере в самом начале, повторяет знаменитую покупательскую модель, которая присутствует в каждом учебнике по маркетингу: осознание потребности – поиск вариантов – выбор вариантов – покупка – потребление – утилизация. Автор ограничивается первыми тремя шагами, т.е. осознанием потребности, поиском вариантов и оценкой вариантов (среди множества разных брендов). Я цитирую автора не дословно, разумеется. Согласно автору, необходимо показать покупателю, в чём он нуждается, т.е. в чём на самом деле заключается его потребность и далее предложить товар, который имеет явные отличия от конкурирующих товаров (дифференцировать товар) и как этот товар или услуга смогу решить выявленные потребности потребителя. К примеру, покупателю нужны гвозди, а компания N продаёт под брендом G стеклянные гвозди. Так вот, для проекта, который ведёт этот клиент, лучше всего подойдут не обычные железные гвозди, а именно стеклянные, ибо только они способны создать особый визуальный ряд и которые, в отличие от простых железных, не будут резонировать со всем видом постройки. Однако это классический маркетинг, а не нейромаркетинг. И тут нет ничего связанного с «древним мозгом».
Но предположим, что это только базис, а надстройкой являются те «строительные блоки» которым посвящена вся оставшаяся часть книги. И вот они являются типичными self-help советами, но для тех, кто работает в сфере продаж (возможно ещё и для тех, кто занимается созданием рекламы). Более того, у меня возникло ощущение, что все эти советы актуальны не для маркетинга, а для продаж, ибо дальше автор использует примеры, в которых происходит типичная продажа, как например презентация, с целью устроится на работу. И вот это, т.е. советы такого типа, читать мне как-то сразу расхотелось. Собственно я бросил читать именно на том месте, где сотрудник презентовал себя работодателям. Какое это имеет отношение к маркетингу? Очень косвенное отношение. Когда возникает потребность в примерах связанные с маркетингом, нужно подбирать такие примеры, которые прямо с ним связаны. Думаю, это было невозможно (например, дать пример, как с помощью техники автора продать новый бренд растворимого кофе), ибо книга не про маркетинг.
It's a pretty useless book. For marketers, it is a completely useless one. It is funny, but the author uses the word "neuropsychology" only to interest potential readers to buy this book, because this word is not used in any other way in the book. In other words, there is no research (in the book) on the topic of neuropsychology in marketing or business. What the author writes about time and time again is the presence of the "old brain," i.e., the part of the brain that is responsible for the most basic instincts and the part of the brain that appeared (evolved) first. As the author states, this is what companies need to address in order to successfully sell products or services. The only trouble is that the author, at least at the very beginning, repeats the famous buyer's model, which is present in every marketing textbook: awareness of need - search for options - choice - purchase - consumption - disposal. The author limits himself to the first three steps, i.e., recognizing a need, searching for options, and evaluating options (among many different brands). I am not quoting the author verbatim, of course. According to the author, it is necessary to show the buyer what he needs, i.e., what his need really is, and then offer a product that has clear differences from competing products (differentiate the product) and how this product or service can solve the identified needs of the consumer. For example, a customer needs nails, and company N sells glass nails under the brand name G. So, for this client's project, glass nails are the best choice, rather than ordinary iron nails because they are the only ones that can create a special visual impact and that, unlike ordinary iron nails, will not resonate with the whole look of the building. However, this is classic marketing, not neuromarketing. And there is nothing to do with the "old brain."
But let's assume that this is only the base, and the superstructure is the "building blocks" to which the rest of the book is devoted. And here they are typical self-help tips but for those who work in sales (perhaps also for those who create advertising). Moreover, I got the feeling that all these tips are relevant not in marketing, but in sales because (further) the author uses examples in which a typical sale takes place, such as a presentation, in order to get a job. And this, i.e., advice of this type, I somehow did not want to read it. I stopped reading at the very place where the employee presented himself to employers. What does this have to do with marketing? Very indirectly. When there is a need for examples related to marketing, one should choose examples that are directly related to it. I think it was impossible (for example, to give an example of how to sell a new brand of instant coffee using the author's techniques) because the book is not about marketing.
Довольно бесполезная книга. Для маркетологов же она бесполезна полностью. Забавно, но автор использует слово «нейропсихология» только с целью заинтересовать потенциальных читателей купить эту книгу, ибо больше это слово никак не используется в книге. Другими словами, в книге нет никаких исследований на тему нейропсихологии в маркетинге или даже бизнесе в целом. А вот о чём автор пишет из раза в раз, так это о наличии у человека древнего мозга (Old brain), т.е. та часть мозга, которая ответственна за самые основные инстинкты и та часть мозга, которая появилась (эволюционировала) самой первой. Как утверждает автор, именно к этому необходимо обращаться компаниям, чтобы успешно продавать свои товары или услуги. Беда только в том, что автор, по крайне мере в самом начале, повторяет знаменитую покупательскую модель, которая присутствует в каждом учебнике по маркетингу: осознание потребности – поиск вариантов – выбор вариантов – покупка – потребление – утилизация. Автор ограничивается первыми тремя шагами, т.е. осознанием потребности, поиском вариантов и оценкой вариантов (среди множества разных брендов). Я цитирую автора не дословно, разумеется. Согласно автору, необходимо показать покупателю, в чём он нуждается, т.е. в чём на самом деле заключается его потребность и далее предложить товар, который имеет явные отличия от конкурирующих товаров (дифференцировать товар) и как этот товар или услуга смогу решить выявленные потребности потребителя. К примеру, покупателю нужны гвозди, а компания N продаёт под брендом G стеклянные гвозди. Так вот, для проекта, который ведёт этот клиент, лучше всего подойдут не обычные железные гвозди, а именно стеклянные, ибо только они способны создать особый визуальный ряд и которые, в отличие от простых железных, не будут резонировать со всем видом постройки. Однако это классический маркетинг, а не нейромаркетинг. И тут нет ничего связанного с «древним мозгом».
Но предположим, что это только базис, а надстройкой являются те «строительные блоки» которым посвящена вся оставшаяся часть книги. И вот они являются типичными self-help советами, но для тех, кто работает в сфере продаж (возможно ещё и для тех, кто занимается созданием рекламы). Более того, у меня возникло ощущение, что все эти советы актуальны не для маркетинга, а для продаж, ибо дальше автор использует примеры, в которых происходит типичная продажа, как например презентация, с целью устроится на работу. И вот это, т.е. советы такого типа, читать мне как-то сразу расхотелось. Собственно я бросил читать именно на том месте, где сотрудник презентовал себя работодателям. Какое это имеет отношение к маркетингу? Очень косвенное отношение. Когда возникает потребность в примерах связанные с маркетингом, нужно подбирать такие примеры, которые прямо с ним связаны. Думаю, это было невозможно (например, дать пример, как с помощью техники автора продать новый бренд растворимого кофе), ибо книга не про маркетинг.
It's a pretty useless book. For marketers, it is a completely useless one. It is funny, but the author uses the word "neuropsychology" only to interest potential readers to buy this book, because this word is not used in any other way in the book. In other words, there is no research (in the book) on the topic of neuropsychology in marketing or business. What the author writes about time and time again is the presence of the "old brain," i.e., the part of the brain that is responsible for the most basic instincts and the part of the brain that appeared (evolved) first. As the author states, this is what companies need to address in order to successfully sell products or services. The only trouble is that the author, at least at the very beginning, repeats the famous buyer's model, which is present in every marketing textbook: awareness of need - search for options - choice - purchase - consumption - disposal. The author limits himself to the first three steps, i.e., recognizing a need, searching for options, and evaluating options (among many different brands). I am not quoting the author verbatim, of course. According to the author, it is necessary to show the buyer what he needs, i.e., what his need really is, and then offer a product that has clear differences from competing products (differentiate the product) and how this product or service can solve the identified needs of the consumer. For example, a customer needs nails, and company N sells glass nails under the brand name G. So, for this client's project, glass nails are the best choice, rather than ordinary iron nails because they are the only ones that can create a special visual impact and that, unlike ordinary iron nails, will not resonate with the whole look of the building. However, this is classic marketing, not neuromarketing. And there is nothing to do with the "old brain."
But let's assume that this is only the base, and the superstructure is the "building blocks" to which the rest of the book is devoted. And here they are typical self-help tips but for those who work in sales (perhaps also for those who create advertising). Moreover, I got the feeling that all these tips are relevant not in marketing, but in sales because (further) the author uses examples in which a typical sale takes place, such as a presentation, in order to get a job. And this, i.e., advice of this type, I somehow did not want to read it. I stopped reading at the very place where the employee presented himself to employers. What does this have to do with marketing? Very indirectly. When there is a need for examples related to marketing, one should choose examples that are directly related to it. I think it was impossible (for example, to give an example of how to sell a new brand of instant coffee using the author's techniques) because the book is not about marketing.
September 8, 2011
Don't read this expecting any in depth study in the correlation between neuroscience and marketing. This is a primer for basic advice for salesmen couched with a few very basic terms in neuroscience. This new field is exploding and I am sure that there is or will be good books written on the subject. Aside form the great cover there is little to recumbent. My first clue should have been when I looked at the list of his sources. Be warned, skip this book!
June 21, 2016
Key takeaways:
1. How Old brain thinks
2. Four steps to influence decision maker - the old brain.
1. How Old brain thinks
2. Four steps to influence decision maker - the old brain.
July 31, 2018
The conclusion of the book is: marketing is dead, neuromarketing is everything. And I think the writer is right. The book is easy and interesting to read, and the theory is well supported with pictures (of ads).
I attended a marketing course at my university but this book is much better than that course!
I attended a marketing course at my university but this book is much better than that course!
February 7, 2017
Baya iyi kitaptı
December 19, 2022
As a marketer we need to familiarize ourseleves with our best friend namely our customers' old brain
November 24, 2025
Bu kitabı çook beğendim! lafı eveleyip gevelemeden dümdüz vermek istediği mesajları veriyor yazarımız, tam bir satışçı 😄
Beynime kazınsa keşke bunlar, pazarlamada çalışan biri olarak ilerde çok faydasını görebilirim.
Genel olarak kitaptan aklımda kalmasını istediğim kısımlar şunlar:
özellikle beynin üçlü yapısı ilgimi çekti: yeni beyin, orta beyin ve eski beyin.
• Yeni beyin (neocortex): Rasyonel düşünme, analiz ve mantık burada gerçekleşiyor.
• Orta beyin: Duyguların işlendiği bölüm.
• Eski beyin (reptilian brain): Konuşmayı bile öğrenmeden önce geliştirdiğimiz, tamamen içgüdüsel çalışan, hızlı kararlar veren ilkel kısım. Yazarın dediğine göre yeni beyin 4000 yıldır var, ondan önce bizi eski beynimiz yönetiyordu.
Yazar özellikle satış, ikna ve iletişimde asıl karar vericinin eski beyin olduğunu vurguluyor. Bu bölüm çok eski ve sözel iletişimle sınırlı etkileniyor; görseller, hikâyeler, somut şeyler ona daha güçlü hitap ediyor.
Bu nedenle bir ürün, fikir veya kendimizi “satmak” istediğimizde eski beyne hitap eden bir formül öneriyor. Bunu akılda kalıcı olması için SİKE şeklinde kodlayabiliriz:
SİKE Modeli
S – Sıkıntıyı teşhis edin
Karşınızdaki kişinin gerçek problemini anlayın.
• Neye ihtiyaçları var?
• Neden sizi dinlemeli?
• Onlara nasıl yardımcı olabilirsiniz?
İ – İddialarınızı farklılaştırın
Sizi diğerlerinden ayıran şey ne?
• Sunduğunuz değeri benzersiz yapan nedir?
• Neden sizi seçmeliler?
K – Kazancı kanıtlayın
Sunduğunuz çözümün gerçekten işe yaradığını gösterin.
• Rakamlar
• Müşteri hikâyeleri
• Demolar
• Ölçülebilir sonuçlar
E – Etkiyi artırın (ve eski beyine iletin)
Mesajınızı eski beyinin anlayacağı şekilde sunun:
• Görseller
• Net, basit ve doğrudan ifadeler
• Hikâye anlatımı
• Duygusal tetikleyiciler
Ayrıyeten Dikkat çekiciler ve etki arttırıcılardan bahsediyor yazar. Dikkat çekiciler arasında mini tiyatrolar, kelime oyunları, aksesuarlar ve hikayeler var. Bunların da detayına giriliyor.
Büyük resimlerin önemi, iddialarınızı sağlamlaştırmanın ve tekrar etmenin önemi, itirazlarla başa çıkma yöntemleri ve sonuçlandırırken dikkat edilmesi gerekenlerden bahsediyor.
Etki arttırıcılarda ise üslubun, vücut dilinin öneminden, farklı öğrenme stillerine yönelimin öneminden, storytellingin iyi yapıldığında ne kadar etkili olduğundan ve azın çokluğundan bahsediyor.
En son da kitabı gerçek hayatta yaşayabileceğimiz senaryolara bu anlattıklarını uygulayarak bitiriyor.
Okurken biz aslında kendimizi de bir ürün gibi görüp mülakatta bu taktikleri uygulayabiliriz diye düşünmüştüm, yazarın da benim gibi düşünüp sonda bu konuyla ilgili bir örnek vermesi tatlı oldu.
Ayrıca bu kitap aslında “eski” sayılabilir. 2015 yılına ait, sesli mesajlardan, mektuplardan bahsedilen kısımları var. Ancak hala uygulanabilir. Hatta ben sosyal medyada içerik üreten biri olarak kendi iletişimimde uygulayabileceğim bir sürü nokta gördüm.
5/5 akıcı, to the point, tam olarak aradığım.
Beynime kazınsa keşke bunlar, pazarlamada çalışan biri olarak ilerde çok faydasını görebilirim.
Genel olarak kitaptan aklımda kalmasını istediğim kısımlar şunlar:
özellikle beynin üçlü yapısı ilgimi çekti: yeni beyin, orta beyin ve eski beyin.
• Yeni beyin (neocortex): Rasyonel düşünme, analiz ve mantık burada gerçekleşiyor.
• Orta beyin: Duyguların işlendiği bölüm.
• Eski beyin (reptilian brain): Konuşmayı bile öğrenmeden önce geliştirdiğimiz, tamamen içgüdüsel çalışan, hızlı kararlar veren ilkel kısım. Yazarın dediğine göre yeni beyin 4000 yıldır var, ondan önce bizi eski beynimiz yönetiyordu.
Yazar özellikle satış, ikna ve iletişimde asıl karar vericinin eski beyin olduğunu vurguluyor. Bu bölüm çok eski ve sözel iletişimle sınırlı etkileniyor; görseller, hikâyeler, somut şeyler ona daha güçlü hitap ediyor.
Bu nedenle bir ürün, fikir veya kendimizi “satmak” istediğimizde eski beyne hitap eden bir formül öneriyor. Bunu akılda kalıcı olması için SİKE şeklinde kodlayabiliriz:
SİKE Modeli
S – Sıkıntıyı teşhis edin
Karşınızdaki kişinin gerçek problemini anlayın.
• Neye ihtiyaçları var?
• Neden sizi dinlemeli?
• Onlara nasıl yardımcı olabilirsiniz?
İ – İddialarınızı farklılaştırın
Sizi diğerlerinden ayıran şey ne?
• Sunduğunuz değeri benzersiz yapan nedir?
• Neden sizi seçmeliler?
K – Kazancı kanıtlayın
Sunduğunuz çözümün gerçekten işe yaradığını gösterin.
• Rakamlar
• Müşteri hikâyeleri
• Demolar
• Ölçülebilir sonuçlar
E – Etkiyi artırın (ve eski beyine iletin)
Mesajınızı eski beyinin anlayacağı şekilde sunun:
• Görseller
• Net, basit ve doğrudan ifadeler
• Hikâye anlatımı
• Duygusal tetikleyiciler
Ayrıyeten Dikkat çekiciler ve etki arttırıcılardan bahsediyor yazar. Dikkat çekiciler arasında mini tiyatrolar, kelime oyunları, aksesuarlar ve hikayeler var. Bunların da detayına giriliyor.
Büyük resimlerin önemi, iddialarınızı sağlamlaştırmanın ve tekrar etmenin önemi, itirazlarla başa çıkma yöntemleri ve sonuçlandırırken dikkat edilmesi gerekenlerden bahsediyor.
Etki arttırıcılarda ise üslubun, vücut dilinin öneminden, farklı öğrenme stillerine yönelimin öneminden, storytellingin iyi yapıldığında ne kadar etkili olduğundan ve azın çokluğundan bahsediyor.
En son da kitabı gerçek hayatta yaşayabileceğimiz senaryolara bu anlattıklarını uygulayarak bitiriyor.
Okurken biz aslında kendimizi de bir ürün gibi görüp mülakatta bu taktikleri uygulayabiliriz diye düşünmüştüm, yazarın da benim gibi düşünüp sonda bu konuyla ilgili bir örnek vermesi tatlı oldu.
Ayrıca bu kitap aslında “eski” sayılabilir. 2015 yılına ait, sesli mesajlardan, mektuplardan bahsedilen kısımları var. Ancak hala uygulanabilir. Hatta ben sosyal medyada içerik üreten biri olarak kendi iletişimimde uygulayabileceğim bir sürü nokta gördüm.
5/5 akıcı, to the point, tam olarak aradığım.
March 14, 2024
This book had a 4 out of 5 impact on me. It dives deep into the concept of neuromarketing, teaching that the key to effective marketing and persuasion lies in targeting the old brain rather than the new brain. The old brain is the primitive emotional brain. This approach is similar to ideas shared in books by the Heath Brothers, such as "Made to Stick," "Switch," and "The Power of Moments."
While the book offers solid advice, I noticed a lot of overlap with concepts I've previously encountered. This reduced the book's value for me.
It mentions the ancient framework of "ethos pathos logos".
One aspect I almost forgot is its 4-step approach: Pain, Claim, Gain, Old Brain. First, it advises starting with the pain your prospect is experiencing. Next, differentiate your claim from other solutions. Then, highlight the gain for your audience, possibly through customer testimonials, case studies, or research. Lastly, ensure your message appeals directly to the old brain, possibly by using props. This is a core value from the book and a framework to take forward, but I kept forgetting it despite reading the book 2 to 3 times.
While the book offers solid advice, I noticed a lot of overlap with concepts I've previously encountered. This reduced the book's value for me.
It mentions the ancient framework of "ethos pathos logos".
One aspect I almost forgot is its 4-step approach: Pain, Claim, Gain, Old Brain. First, it advises starting with the pain your prospect is experiencing. Next, differentiate your claim from other solutions. Then, highlight the gain for your audience, possibly through customer testimonials, case studies, or research. Lastly, ensure your message appeals directly to the old brain, possibly by using props. This is a core value from the book and a framework to take forward, but I kept forgetting it despite reading the book 2 to 3 times.
November 22, 2021
Neuromarketing is the type of book that anyone should take a look at. Especially now at days when everything seems to be a sale, though. Both authors will give you a pretty good idea of how our brains work, starting with our evolution and finishing with how we process decision making.
According to science, we tend to make decisions with our reptilian brain, which is basically our amygdala. And our amygdala is capable of choosing the best option when we are facing difficulties, someone would say it is like a survival gland. And when we put all of that in a marketing context, so to speak, it means that we are very easy to be persuaded because we do not take our decision with rationality (even though we think we do). We are constantly looking for products or services that can make our life easier and more endurance. And this book just put that on the table, it will teach you, how can you be the person where anyone sees you as a saviour and eventually buy from you.
Reading this book is a must if you are building your brand.
According to science, we tend to make decisions with our reptilian brain, which is basically our amygdala. And our amygdala is capable of choosing the best option when we are facing difficulties, someone would say it is like a survival gland. And when we put all of that in a marketing context, so to speak, it means that we are very easy to be persuaded because we do not take our decision with rationality (even though we think we do). We are constantly looking for products or services that can make our life easier and more endurance. And this book just put that on the table, it will teach you, how can you be the person where anyone sees you as a saviour and eventually buy from you.
Reading this book is a must if you are building your brand.
November 24, 2024
This is a disappointment. The author tries to repackage traditional marketing concepts using different words and claiming that this is based upon the newest brain research. I'm not sure where the brain research came in or how it impacted the traditional marketing approach. My first warning was when the book started with a Foreword, a Preface, and an Introduction. Then the discussion of "pain" which traditional marketing would call Customer needs. The author tells us we need to interview over a dozen people at our client to determine the pain or we could do a survey. The survey suggested by the author would require 300 participants in order to achieve a .05 confidence level. All BS and pretty much meaningless. If the author had actually studied how confidence levels are determined he would know that the number of participants can only be determined if you know the potential number of prospects. picking a number, like 300, just shows how little science actually went into this book. What if there are only 250 potential prospects? how do you do a survey of 300 people?
May 16, 2020
Solid distillation of important concepts
This is rudimentary information for any avid reader of modern neuropsychology or even just basic psychology.
Even those who are reasonably well versed in marketing will recognize these ideas.
The book becomes somewhat useful for the novice or for some one looking for a new lens by which to revisit these ideas.
My main reason for granting on three stars is that it’s a bit dated using aged advertisements to drive home its points. The technology in our world has outpaced every case and that undermines the impact of some of the stories. With a little effort from the reader, you easily imagine modernized examples however.
I’d recommend it as a refresher only.
This is rudimentary information for any avid reader of modern neuropsychology or even just basic psychology.
Even those who are reasonably well versed in marketing will recognize these ideas.
The book becomes somewhat useful for the novice or for some one looking for a new lens by which to revisit these ideas.
My main reason for granting on three stars is that it’s a bit dated using aged advertisements to drive home its points. The technology in our world has outpaced every case and that undermines the impact of some of the stories. With a little effort from the reader, you easily imagine modernized examples however.
I’d recommend it as a refresher only.
July 15, 2017
For some reason I didn't think this book would be so literally focused on sales and marketing. Not my field or interest, but I still found some value. There are 100 tips and tricks in this book, but I am skeptical of about half right out the gate. Of the remaining half I thought of most as defensive in that they are interesting and they either explain why salesmen act the way they do or provide me with some defense when dealing with salesmen. Also there was a few that either justify some things I try to do to be a better employee or a better person in society, or gave me some ideas for things I want to try to do more often to that purpose.
September 29, 2023
I thought some things were useful - the 6 things your lizard brain pays attention to, and I also liked chapter 8 about grabbers and other actionable techniques, but a LOT of the content of the book relies heavily on past books -- SPIN Selling in particular -- yet calls it neuromarketing.
The actual idea of neuromarketing doesn't take up much real estate in this book.
Also I firmly disagreed with the author's suggested approach to dealing with objections. If I were the customer, it would NOT work, I would just be annoyed.
SPIN Selling is a more informative book (with a lot of data points in the book to support its claims). It's a classic for a reason.
The actual idea of neuromarketing doesn't take up much real estate in this book.
Also I firmly disagreed with the author's suggested approach to dealing with objections. If I were the customer, it would NOT work, I would just be annoyed.
SPIN Selling is a more informative book (with a lot of data points in the book to support its claims). It's a classic for a reason.
September 22, 2017
“Understanding the Buy Buttons in Your Customer’s Brain”
One of the most important things to do in a website is sell. Subscribe to the newsletter, buy a product, share some piece of content…
Doing this in a correct way can increase your website’s conversion a lot, which can mean the success of your product. This book explains how the brain works, and how to convince your customers “to click the buy button”.
One of the most important things to do in a website is sell. Subscribe to the newsletter, buy a product, share some piece of content…
Doing this in a correct way can increase your website’s conversion a lot, which can mean the success of your product. This book explains how the brain works, and how to convince your customers “to click the buy button”.
Read
June 14, 2023The bosses at my current job love this book. I think it's a bit outdated at this point. I also think it's too vague for most people familiar with marketing and too broad for others outside of marketing professionals.
Ultimately, there are a few good tips in here, but a skim will do it if you know what you're talking about already.
Ultimately, there are a few good tips in here, but a skim will do it if you know what you're talking about already.
June 29, 2023
A very good guide for writing and creating any marketing content, be it presentation, sales posts, or website contents.
Structured, easy and useful.
Main idea:
Adress the old brain, which operates on 6 stimuli
- Talk about ME ME ME
- Contrasting facts
- Tangible input
- The beginning and the end
- Visual stimuli
- Emotions
Structured, easy and useful.
Main idea:
Adress the old brain, which operates on 6 stimuli
- Talk about ME ME ME
- Contrasting facts
- Tangible input
- The beginning and the end
- Visual stimuli
- Emotions
August 18, 2017
People don’t behave completely rationally, so it’s not rational argument that will win you the sale. Rather, you have to appeal to people’s ancient decision-maker, the old brain. By knowing how to communicate with the old brain, you’ll be that much closer to closing the deal.
July 25, 2019
Sadece pazarlama ile ilgili bilgiler vermekle kalmayıp. Beynin çalışma mekanizmasını anlatan ve onu en etkili biçimlerde nasıl harekete geçirebileceğimize dair bilgiler veren, olmazsa olmaz kitaplardan biriydi.
November 1, 2020
Отличная книга для тех, кто хочет разобраться, как мягко воздействовать на покупателей и целевую аудиторию, чтобы она покупала. Как делать продажу своего собственного предложения при устройстве на работу, например
September 28, 2021
Great insight for me on what to say to whom and when. This is training I did not take/get in college, or in any of my other positions in life, so I really appreciate the approach, the simplicity, and the honesty of how to reach out to people to meet their needs with authenticity.
June 16, 2017
Great book for those who are just starting to explore Neuromarketing subject/works in sales or marketing departments but not groundbreaking for those who wants to have deeper knowledge.
June 17, 2017
One of the best book i read.
June 18, 2019
На мой взгляд описаны достаточно базовые вещи и порой устаревшие
January 12, 2020
A simply great book stating the obvious
June 16, 2020
Change the way how I think as consumer and business student, I have learnt to change the way how I present through this book. Highly recommend, has impacted my mind since
October 11, 2020
Bence konuya giriş yapmak için güzel bir kitap ama örnekleri oldukça eski kalmış, dijital pazarlama ve yeni reklamcılık faaliyetlerini de kapsayacak şekilde güncellenme ihtiyacı var.
April 13, 2021
Amazing examples of how the human brain can be stimulated for purchase. Great book, recommending it!
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