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| Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain | 
 enlarge | Authors: Patrick Renvoise, Christophe Morin
Publisher: Thomas Nelson
Category: Book
List Price: $22.99
Buy New: $8.98
You Save: $14.01 (61%)
Buy New/Used from $8.98
Avg. Customer Rating:  (11 reviews)
Sales Rank: 103474
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: Rev. and Updated
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 5.9 x 0.9
ISBN: 078522680X
Dewey Decimal Number: 658.80019
EAN: 9780785226802
ASIN: 078522680X
Publication Date: October 2, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
Unveiling a remarkable combination of the latest brain research and revolutionary marketing practices, authors Patrick Renvoise and Christophe Morin teach highly effective techniques to build and deliver powerful, unique, and memorable messages that will have major, lasting impact on any audience.
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| Customer Reviews: Read 6 more reviews...
 Disappointing August 18, 2008
This book's title was simply disappointing. It does not go into any depth on cognitive science, simply a brief overview of what the author calls "old brain" and "new brain" along with a mishmash of strategies for reaching customers more effectively. The problem is that none of these strategies are novel or revolutionary. The content of this book can be found far better described in books like Made to Stick: Why Some Ideas Survive and Others Die, The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization, and other sales books. This is a watered down version of a lot of much better books.
 New take on proven selling concepts June 10, 2008
This book covers a lot of ground, but is essentially a sales manual that will teach you how to be persuasive - in presentations, marketing materials, meetings, on the phone, and online. What's especially interesting is how the authors explain why their techniques work, in terms of their appeal to our "old brains". Their research shows that decisions are made in the most primitive part of our brains. Therefore, to sell effectively, we need to -
1. Appeal to emotion
2. Present information in a variety of media
3. Be brief
4. Tell stories
5. Talk from the buyer's point of view
These ideas, along with many others, are tried and true. If all the authors did was regurgitate them, this book wouldn't be much different from lots of others out there. But they provide a number of real life examples of how neuromarketing techniques were used to obtain incredible results. Their various case studies of imaginative presentations incorporating the storytelling method were extremely enlightening.
The book covers big picture communication principles and tips on details as small as leaving a voice mail message. It should stimulate your old brain, your new brain, and everything in between!
 Neuromarketing March 25, 2008
These guys have a very clever and refreshing approach in showing you how your customers' brain work. Then, they will show you how to connect that knowledge to techniques that are very powerful sales and marketing tools!
Lots of valuable information to help you make sales December 22, 2007
1 out of 1 found this review helpful
The authors tell us that most people buy from what they call their old brain. In short, the old brain is man's ancient way of thinking from the beginning of time --- the fight for survival. The authors argue that we make our buying decisions from this brain.
So, if this is so, the way we sell must talk to that brain and not the logical brain or the brain we think is used to make decisions.
I think that most people in advertising and marketing have known this but may not call it "the old brain."
However, I found the book full of useful ideas that will help me write more effective sales messages. After all, if we can find the prospect's pain, we can address it and show the prospect how we have the solution. It's basically that simple.
The book is mostly common sense marketing. But the slant is new and some of what we read is rather revolutionary.
Some people say that neuromarketing could be used to manipulative
people. Perhaps. But doesn't all advertising manipulate people, or attempt to do so?
In neuromarketing, we learn that fear is the most basic and primal motivator. We make many --- perhaps most --- of our decisions based on fear. For example, IBM used fear in it's advertising to the point where we heard, "No one was ever fired for buying IBM." In other words, fear of losing our job caused us to "safely" buy Big Blue --- even if another solution might have actually been better.
I find in the copywriting I do for my clients that using fear in the sales messages I write for them is very effective. No one is immune from fear. We don't all crave the same things. But we all have fears. And fear motivates. Researchers, for example, have demonstrated that we react faster to observing fearful faces than we do in seeing happy faces (Emotion, 2007).
Which motivates you more? The message that you could earn more money or the fear of becoming homeless? The former matters. The latter is a hard-hitting motivator that works on our primitive emotions or, as the authors call it, the old brain.
This is an excellent book. It's fast paced and well written. The authors believe that short sales messages work best. They also believe that people recall what's at the beginning and the very end of the message. I like that. It's always worked for me and it will work for you.
Highly recommended.
If you are in sales, marketing or advertising, buy this December 4, 2007
The average adult is exposed to 10,000 advertisements each and every day. Because of this continuous onslaught of marketing messages, we have trained our subconscious minds to filter out all but the most important messages. This book is a great resource to understanding how to get your message through to 'the old brain' of your prospect.
At the base-level, people choose to buy based on emotions. Emotions are controlled by our 'old brain', the one that has been evolving for a few million years. If you don't know how to talk to your prospect's 'old brain' in the language it understands, you are just wasting your time and energy.
The concepts addressed in the book are valuable whether you are in sales, marketing or advertising. It contains many concepts that I have seen in other books, but this book presents a lot of these ideas in just this one book. Buy the book, read it and do what it says. You'll be glad you did.
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