The Brain Sell summary

Ever seen a new pair of sneakers and thought, “I have to have them!” You desire them so much that you can’t keep them out of your mind over the next few days, and you’re constantly struggling with the urge to buy.

In such situations, the thing you want (the sneakers) has turned into something you need – or, as we say in advertising-speak, the product has become a want-need.

If you thought body language was something you could forget about after your job interview was over, you’ve got it wrong. It’s incredibly important in retail.

Imagine entering a store only to see the customer advisor leaning against the wall in the corner, arms folded across his chest. Doesn’t look like he’s too likely to help you out, right? Why is this?

The nutty aroma of freshly popped popcorn, the boom of an epic orchestra – we associate these sensory experiences with a night at the cinema. Such is the power of sound and smell, two things of which marketers should be highly aware!

Music affects our mood, and, in turn, our buying behavior. Many retailers use this fact to their advantage. If a company wants us to spend lots of time shopping in their store, they’ll play slow-tempo music, and we unconsciously respond by moving slowly. One department store tried playing slower tunes and found their daily sales increased by 38 percent.

What can we do in the face of underhanded retailer tactics? Are we powerless – or can we fight back? We can! Here’s how:

First, eliminate impulse shopping. You’re most at risk at times when you’re unhappy, or on vacation. The numbers back this up – around £24 billion are earned by retailers in the US and UK because of impulse purchases every year.

Online shopping – it’s one of the most popular, yet most dangerous ways to buy today. Any careless click can bring us straight into the traps of thieves, frauds, scammers or worse. Want to stay safe on the web? Then follow this advice!

Use complex passwords, and change them regularly. Yes, it’s a lesson you’ve heard before. But how many of you are still using your first dog’s name or your mother’s maiden name in your passwords? This simply won’t cut it.