Preface: Why Brainfluence?
Acknowledgments
About the Author
1. Sell to 95 Percent of Your Customer's Brain
Section One Price and Product Brainfluence
2. The 'Ouch!' of Paying
3. Don't Sell Like a Sushi Chef
4. Picturing Money
5. Anchors Aweigh!
6. Wine, Prices, and Expectations
7. Be Precise With Prices
8. Decoy Products and Pricing
9. How About a Compromise?
10. Cut Choices; Boost Sales
Section Two Sensory Brainfluence
11. Use All the Senses
12. Does Your Marketing Smell?
13. Learn From Coffee
14. Sounds Like Changed Behavior
15. The Sound of Your Brand
16. Exploit the Brut Effect
17. Smelly but Memorable
18. Learn From Yogurt
Section Three Brainfluence Branding
19. Neurons That Fire Together . . .
20. Who Needs Attention?
21. Passion for Hire
22. Create an Enemy
Section Four Brainfluence in Print
23. Use Paper for Emotion
24. Vivid Print Images Change Memory
25. Paper Outweighs Digital
26. Use Simple Fonts
27. When to Get Complicated
28. Memorable Complexity
Section Five Picture Brainfluence
29. Just Add Babies!
30. Focus, Baby! 8
31. Pretty Woman
32. Itsy, Bitsy, Teeny, Weeny . .
33. Photos Increase Empathy
Section Six Loyalty and Trust Brainfluence
34. Build Loyalty Like George Bailey
35. Reward Loyalty
36. Loyalty, Rats, and Your Customers
37. Time Builds Trust and Loyalty
38. Ten Words That Build Trust
39. Trust Your Customer
Section Seven Brainfluence in Person
40. It Pays to Schmooze
41. Shake Hands Like a Pro
42. Right Ear Selling
43. Smile!
44. Confidence Sells
45. Small Favors, Big Results
46. Hire Articulate Salespeople
47. You're the Best!
48. Coffee, Anyone?
49. Candy Is Dandy
50. Selling Secrets of Magicians
51. Soften Up Your Prospects
Section Eight Brainfluence for a Cause
52. Mirror, Mirror on the Wall
53. Get Closer to Heaven
54. Child Labor
55. Give Big, Get Bigger
56. Make It Personal
57. Lose the Briefcase!
58. Ask Big!
Section Nine Brainfluence Copywriting
59. Surprise the Brain
60. Use a Simple Slogan
61. Write Like Shakespeare
62. A Muffin by Any Other Name . . .
63. Why Percentages Don't Add Up
64. Magic Word #1: FREE!
65. Magic Word #2: NEW!
66. Adjectives That Work
67. Your Brain on Stories
68. Use Story Testimonials
69. When Words Are Worth a Thousand Pictures
70. The Million-Dollar Pickle
Section Ten Consumer Brainfluence
71. Simple Marketing for Complex Products
72. Sell to the Inner Infovore
73. Want Versus Should: Time Your Pitch
74. Sell to Tightwads
75. Sell to Spendthrifts
76. Take a Chance on a Contest
77. Unconventional Personalization
78. Expect More, and Get It!
79. Surprise Your Customers!
Section Eleven Gender Brainfluence
80. Mating on the Mind
81. Guys Like It Simple
82. Are Women Better at Sales?
83. Do Women Make Men Crazy?
Section Twelve Shopper Brainfluence
84. Cooties in Every Bag
85. Customer Replies Change Minds
86. It's Wise to Apologize
87. The Power of Touch
88. When Difficulty Sells
Section Thirteen Video, TV, and Film Brainfluence
89. Don't Put the CEO on TV
90. Get the Order Right!
91. Emotion Beats Logic
Section Fourteen Brainfluence on the Web
92. First Impressions Count-Really!
93. Make Your Website Golden
94. Rich Media Boost Engagement
95. Reward Versus Reciprocity
96. Exploit Scarcity on the Fly
97. Target Boomers With Simplicity
98. Use Your Customer's Imagination
99. Avoid the Corner of Death
100. Computers as People
Afterword: What's Next?
Endnotes
Index
