The Buying Brain: Secrets for Selling to the Subconscious Mind Read Free Page A

things I should be doing in the store in the aisles to make our consumers desire our products? How can I make sure I get the returns on our investment in advertising?”
    “And by the way,” (clients tell me) “neuromarketing cannot be a set of
    ‘cool, cute ideas,’ but must be a systematic process and framework that can live and flourish in the workplace and workflow of my corporation.”
    This book explains those frameworks, workflows, and processes that enable a Chief Executive Officer (CEO), Chief Marketing Officer (CMO), Vice President of Brands, Vice President of Insights, and a Market Researcher to implement brain-based marketing in a corporation. These frameworks are born from analyzing thousands of brands, products, designs, pricing mechanisms, P1: OTA/XYZ
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    $1 Trillion to Persuade the Brain
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    packages, in-store Point-of-Sale (POS) elements, Web storefronts, TV advertising, print advertising, Internet advertising, and more in our NeuroLabs across the world.
    The frameworks and actionable concepts presented in this book will also be invaluable to those in the supply chain: brand marketing consultants, product designers, pricing clinicians, package design firms, in-store designers, Web design firms, and advertising agencies.
    The interplay of conscious and subconscious processes in the human brain presents a fundamental challenge for people in the business of developing products and getting other people to buy and try them. Marketers and product developers have suspected this for years.
    If people do not have access to all the sources of their decisions and behaviors, then they can’t tell us why they do what they do . So if we only listen to their articulated reports of what they like and don’t like, we may well be led astray. An 80 percent failure rate of new products in the marketplace, with all the economic costs that implies, gives us some pretty strong evidence that this is the case!
    The problem for marketers and product developers is how to find out what people really want and need. That’s where brain scientists come in.
    I love helping companies do marketing and product development. I love being able to apply these new neuro-based tools to making products and messages more effective. The business I lead has worked with many companies—large and small, domestic and global—and I can tell you this: Companies come to us with humility and tremendous respect for their current and potential customers. They all want to know the same things: r Do consumers notice us?
    r Do consumers like us?
    r Do consumers remember us?
    In a free marketplace of competing ideas, the consumer is, and will remain, the boss. Giant corporations still rise and fall at the whim of the consumer, based on their ability to meet that consumer’s wants and needs better than their competition.
    So here are the basic principles that drive everything you are going to read in this book.
    r Neuromarketing provides a real competitive advantage in a crowded and cluttered marketplace.

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    The Buying Brain
    r While the languages of people and the ways they express themselves change from country to country and culture to culture, the language of the brain is universal, thus opening the door for global norms.
    r Neuro-design of products and services opens the door to design products and services that appeal to the inner truths and aesthetic sensibilities within all of us.
    r Every aspect of brands, products, packages, in-store, and advertising is changed by neuromarketing today, and that trend is explosive.
    r My goal is to get you to put the book down and apply what you learned in your work tomorrow.

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