Download PDF Neuromarketing International Edition Patrick Renvoise 9781595551351 Books

Product details Paperback 256 pages Publisher Thomas Nelson Publishers (October 16, 2007) Language English ISBN-10 1595551352

Neuromarketing International Edition Patrick Renvoise 9781595551351 Books Reviews

• 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.
• Great Book. I took a lot of notes. The video/webinar training is great too. Love this model and what these guys do. I have started to incorporate the fear first/loss first model into my everyday selling. Great stuff. Even through email it has been working for me.
• There is not enough material for a whole book. Plus, it is in need of an update. All examples and images seem to be from the early 90's. Read the preview and you will know most of what is discussed in the book.
• I have read a few books on pitching and selling ideas and this one seems to explain things in the most concise and useful way possible. The book wastes no time in getting straight to the heart of the topic and gives many useful techniques for communicating your ideas to people in a way that really makes in impact. I highly recommend it.
• 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.
• 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.