15 quotes from R. Dooley’s book “Neuromarketing. How to influence the consumer’s subconscious

R. Dooley’s book “Neuromarketing. How to influence the subconscious of the consumer ”is quite interesting, but I kept waiting for the text when the author writes“ British scientists have proven..”.

For myself, I singled out the most interesting moments from the book, below are quotes:

1. The next time you put together a set of “good, best, and best” products, consider also bringing to market a “not-best” set that is similar in some ways to the one you’re hoping for. If the sales of the latter increase, then your bait is working.

2. If you want customers to treat your company the way patients do, defending doctors even after they make a mistake, then you must take the time to build relationships with customers before those relationships are put to the test.

3. Seven words that inspire confidence: “You can trust us to do the work for you.”

4. If you are recommending what you think is the best solution, do not analyze alternative options for too long, as this will plunge your interlocutors into doubt and cause them mixed feelings.

5. Even if people consider praise to be insincere, they still retain a positive impression of the flatterer for a long time.

6. If you want to wake up your readers or listeners, replace the words that the brain is already used to with something unexpected, fresh. For example, “an apple saves a ruble from an apple tree.”

7. Offering a savings message to shoppers will encourage them to spend more than if they were listening to a luxury message.

8. Use real numbers to impress.

Good: “90% of our customers rate our service as excellent.”

But better: “Nine out of ten of our customers rate our service as excellent.”

9. Submit negative information as a percentage.

10. If an ad for next day delivery of a free DVD is not “$5 shipping fee” but “a modest $5 shipping fee” then stingers will respond to the offer 20% more often… Just a reminder that that $5 is a modest amount of money had a significant impact on stingy shoppers.

11. Our brain responds well to the size of the reward and is much less sensitive to the likelihood of actually receiving it.

12. Improved personalization: Potential buyers can be sent an option with reviews given by people with similar last or first names (or with initials that match the initials of the recipients).

13. “Are you saying you can’t invest five thousand dollars?” If the question is asked with some disdain, then it will clearly be aimed at calling into question the authority, financial solvency and, in the end, the masculinity of the client.

The desired answer would be a display of peacock pride and would sound something like this: “Yes, well, I can, of course! I am constantly investing larger sums!”

14. The speed and quality of bug fixing shows the essence of the company.

15. Campaigns with purely emotional content were almost twice as successful as campaigns with rational content (31% vs. 16%).