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Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, by Patrick Renvoise, Christophe Morin
Ebook Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, by Patrick Renvoise, Christophe Morin
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How can the latest brain research help increase your sales?
Because paople are inundated daily by an average of 10,000 sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness.
Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers such as:
- The 6 stimuli that always trigger a response
- The 4 steps to align content and delivery of your message
- The 6 message building blocks to address the "old brain"
- The 7 powerful impact boosters to set your delivery apart from the rest
Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, crreate more effective marketing strategies, and radically improve your ability to influence others.
- Sales Rank: #219887 in eBooks
- Published on: 2007-09-30
- Released on: 2007-09-30
- Format: Kindle eBook
About the Author
Patrick Renvoise grew up in France, where he received a Masters in Computer Science. Focusing his career on sales, he spent several years in global business development, first at Silicon Graphics, where he initiated, closed, and managed multimillion dollar international OEM agreements. He served as Executive Director, Business Development & Strategy at Kleiner Perkins, where he sold supercomputers and software to NASA, Shell, Boeing, BMW, and Canon. Christophe Morin's passion is to help companies clearly identify what motivates and frustrates their prospects so that they can develop sustainable competitive strategies. Morin was CMO for rStar Networks, a company that develops private networks for Fortune 500 companies. Prior to that he was VP of Marketing and Corporate training for Canned Foods, Inc., one of the largest grocery remarketers in the world. He graduated from ESC Nantes with a BA in Marketing and received an MBA from Bowling Green State University.
Most helpful customer reviews
70 of 72 people found the following review helpful.
Average. Has merit, but I expected more
By Loren Woirhaye
If it's news to you to you that "The latest breakthoughs
in brain research suggest that people make EMOTIONAL decisions, which
they later RATIONALIZE" you'll love the lightweight treatment of
the art/science of persuasion put forth in "Neuromarketing".
This book is derivative and lacks a bibliography. It refers to "studies"
with phrases like "a study found" but doesn't tell us when, where,
and who conducted the research and how to find out more about it.
It claims to be based on the latest research yet in refering to source
material mentions such dated sources as Dale Carnegie's book
"How To Win Friends and Influence People," which was published in 1936.
Dale Carnegie is great, but not "the latest breakthroughs in
brain research".
If you're familiar with some of the core literature on persuasion,
marketing, selling, and especially direct-response marketing -
ie: Cialdini, Hogan, Caples, Ogilvy, and so forth, I don't think
you'll find anything here you're not aware of as relevant factors
in successful marketing. You may, as I did, experience some "duh"
moments.
If you're unfamiliar with sales, nlp concepts, and persuasion
you may enjoy this book and have some revelations.
Mostly the authors reframe established stuff in terms of appealing
to "the old brain". Since they offer no specific citations in the
current editions, just a reading list at the end, the notion that
this is somehow a scientific work is dubious. In science writing,
sources are generally cited. Here we get a reading list at the
back. No index. No bibliography.
I don't feel this book lives up to it's book jacket promise:
"Neuromarketing is the only book to combine the latest brain research
with cutting-edge sales, marketing and communication techniques"
If it's so up on the latest brain research, where are the citations?
That said, it's not a lame book. It has some good information in
it, but little in the way of new ideas. Not a waste of time
but not something I'll likely read again.
0 of 0 people found the following review helpful.
Five Stars
By Mariano Pando
Excellent book!
3 of 4 people found the following review helpful.
Effective tips
By Michael P. Maslanka
In keeping with what they counsel, the authors make a stark statment: this is the only book that marries the latest in cognitive research with sales techniques. Now that's an effective approach. Why? Because our brains were wired 10,000 years ago to survive by seeking out the simple and direct and it still does. So, use the power of contrast; have a powerful start and a powerful close(the "old brain" as they call it nods off in the middle); focus not on white noise that is filler but on what you have that will help the prospect( just used this in responding to an RFP by cutting the clutter of my company's history and bullet pointing the three things we have that will be assets(oh, they say to limit it to three, it is easier for the Old Brain to absorb things in threes). Book is short, with easy to read font and spacing.
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