The Brain Sell Buchzusammenfassung - das Wichtigste aus The Brain Sell

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Zusammenfassung von The Brain Sell

Name: The Brain Sell
Rating: 3.5 (50 reviews)
Author: David Lewis

David Lewis

When Science Meets Shopping

3.5 (50 Bewertungen)

13 Min.

Themen

Neuromarketing

Inhaltsübersicht

The Brain Sell
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What’s in it for me? Learn how retailers use your brain to sell their products.

Most of us know that the world of marketing and advertising is a dark and sinister place. We understand that dirty tricks and tactics are constantly being employed to get us to buy as much as we possibly can.

But do we know precisely what these strategies are? These blinks will give you a clear picture of how retailers use the latest neuroscience research to make you shop until you drop.

In these blinks, you’ll learn

the difference between going shopping and doing shopping;
why no clerk should ever cross their legs; and
why using your dog’s name as your password is just asking for trouble.

There are two ways of shopping: Going shopping and doing shopping.

Shopping: it’s a pretty simple task, right? You need something, you have the money for it, you buy it. Yet for decades, psychologists, neuroscientists and behavioral analysts have all studied the way we shop, and they’ve all drawn the same conclusion: it’s not as simple as we think it is.

For starters, did you know that there are two types of shopper? Those who go shopping and those who do shopping. What kind are you?

Some of us go shopping. We do it to have fun, to experience brands, service and entertainment. We welcome shopping as a chance not just to gain new possessions, but to enjoy a break from the daily grind amid the bustling crowd. Going shopping is, in general, highly pleasurable, and not at all something we need to do.

On the other hand, there are those who do shopping, and regard it as a chore. If someone tells you they’ve got to “do the shopping,” you know that they’ll be buying things they absolutely need, but don’t necessarily want. They may even treat the experience as a necessary evil to be done as quickly and efficiently as possible. They certainly don’t enjoy the experience.

When you do the shopping you’re like a one-person SWAT team rescuing a hostage. You rush in, grab the hostage (or, in this case, the milk, toilet paper and cat food) and get out ASAP.

Conversely, those who go shopping linger in the store and admire the products, and are therefore naturally beloved of advertisers, manufacturers and retailers. These are the people you should attract to your brand. How? The next blinks reveal all.

Make your product a want-need with scarcity and clever marketing.

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.

Body language impacts how well you sell – and how likely you are to buy.

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?

Tempt customers with sounds and smells.

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.

Defend yourself against marketers’ tricks by disrupting your thoughts.

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.

Shopping online is dangerous, so be sure to take precautions!

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.

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Worum geht es in The Brain Sell?

The Brain Sell (2013) reveals innovative tactics that’ll help marketers draw in customers by using the powers of neuroscience. These blinks explore strategies of psychological marketing, body language and sensory allure that every retailer should know, and that every customer should know how to avoid!

Wer The Brain Sell lesen sollte

Marketers interested in encouraging their customers to buy more
Customers who’d like to defend themselves against marketing tricks

Über den Autor

Dr. David Lewis, the “father of neuromarketing,” is the foremost psychologist to apply the findings of neuroscience to the buying-brain. As co-founder and Director of Research at Mindlab International, he has worked with Fortune 500 companies and authored multiple bestselling books, including The Soul of the New Consumer: Authenticity - What We Buy and Why in the New Economy.

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