Preface: Why Brainfluence? Xi

Acknowledgments xvii

About the Author xviii

1 Sell to 95 Percent of Your Customer’s Brain 1

Section One Price and Product Brainfluence 3

2 The “Ouch!” of Paying 4

3 Don’t Sell Like a Sushi Chef 7

4 Picturing Money 9

5 Anchors Aweigh! 12

6 Wine, Prices, and Expectations 17

7 Be Precise With Prices 20

8 Decoy Products and Pricing 22

9 How About a Compromise? 26

10 Cut Choices; Boost Sales 28

Section Two Sensory Brainfluence 33

11 Use All the Senses 34

12 Does Your Marketing Smell? 36

13 Learn From Coffee 41

14 Sounds Like Changed Behavior 44

15 The Sound of Your Brand 45

16 Exploit the Brut Effect 48

17 Smelly but Memorable 49

18 Learn From Yogurt 51

Section Three Brainfluence Branding 53

19 Neurons That Fire Together 55

20 Who Needs Attention? 58

21 Passion for Hire 63

22 Create an Enemy 65

Section Four Brainfluence in Print 71

23 Use Paper for Emotion 72

24 Vivid Print Images Change Memory 74

25 Paper Outweighs Digital 76

26 Use Simple Fonts 77

27 When to Get Complicated 80

28 Memorable Complexity 82

Section Five Picture Brainfluence 85

29 Just Add Babies! 86

30 Focus, Baby! 87

31 Pretty Woman 89

32 Itsy, Bitsy, Teeny, Weeny 91

33 Photos Increase Empathy 94

Section Six Loyalty and Trust Brainfluence 97

34 Build Loyalty Like George Bailey 98

35 Reward Loyalty 100

36 Loyalty, Rats, and Your Customers 103

37 Time Builds Trust and Loyalty 105

38 Ten Words That Build Trust 108

39 Trust Your Customer 109

Section Seven Brainfluence in Person 111

40 It Pays to Schmooze 112

41 Shake Hands Like a Pro 114

42 Right Ear Selling 117

43 Smile! 118

44 Confidence Sells 120

45 Small Favors, Big Results 123

46 Hire Articulate Salespeople 126

47 You’re the Best! 127

48 Coffee, Anyone? 129

49 Candy Is Dandy 130

50 Selling Secrets of Magicians 132

51 Soften Up Your Prospects 136

Section Eight Brainfluence for a Cause 139

52 Mirror, Mirror on the Wall 140

53 Get Closer to Heaven 142

54 Child Labor 144

55 Give Big, Get Bigger 146

56 Make It Personal 148

57 Lose the Briefcase! 151

58 Ask Big! 153

Section Nine Brainfluence Copywriting 155

59 Surprise the Brain 156

60 Use a Simple Slogan 158

61 Write Like Shakespeare 160

62 A Muffin by Any Other Name 161

63 Why Percentages Don’t Add Up 163

64 Magic Word #1: FREE! 165

65 Magic Word #2: NEW! 168

66 Adjectives That Work 170

67 Your Brain on Stories 173

68 Use Story Testimonials 175

69 When Words Are Worth a Thousand Pictures 177

70 The Million-Dollar Pickle 179

Section Ten Consumer Brainfluence 183

71 Simple Marketing for Complex Products 184

72 Sell to the Inner Infovore 187

73 Want Versus Should: Time Your Pitch 189

74 Sell to Tightwads 191

75 Sell to Spendthrifts 195

76 Take a Chance on a Contest 198

77 Unconventional Personalization 201

78 Expect More, and Get It! 204

79 Surprise Your Customers! 208

Section Eleven Gender Brainfluence 211

80 Mating on the Mind 212

81 Guys Like It Simple 214

82 Are Women Better at Sales? 216

83 Do Women Make Men Crazy? 220

Section Twelve Shopper Brainfluence 223

84 Cooties in Every Bag 224

85 Customer Replies Change Minds 226

86 It’s Wise to Apologize 228

87 The Power of Touch 230

88 When Difficulty Sells 232

Section Thirteen Video, TV, and Film Brainfluence 235

89 Don’t Put the CEO on TV 236

90 Get the Order Right! 238

91 Emotion Beats Logic 241

Section Fourteen Brainfluence on the Web 243

92 First Impressions Count-Really! 244

93 Make Your Website Golden 246

94 Rich Media Boost Engagement 248

95 Reward Versus Reciprocity 250

96 Exploit Scarcity on the Fly 252

97 Target Boomers With Simplicity 254

98 Use Your Customer’s Imagination 256

99 Avoid the Corner of Death 258

100 Computers as People 259

Afterword: What’s Next? 263

Endnotes 265

Index 279