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Neuromarketing : understanding the "buy button" in your customer's brain / Patrick Renvoisé́ and Christophe Morin
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Edité par T. Nelson - 2007 - Edition revue et augmentée
Three brains, one decision-maker. The only six stimuli that speak to the old brain. The methodology: four steps to success. Step 1: diagnose the pain. Step 2: differentiate your claims. Step 3: demonstrate the gain. Step 4: deliver to the old brain. The first message building block: grabbers. Message building block #2: big picture. Message building block #3: claims. Message building block #4: proofs of gain. Message building block #5: handling objections. Message building block #6: the close. The first impact booster: wording with you. Impact booster #2: your credibility. Impact booster #3: contrast. Impact booster #4: emotion. Impact booster #5: learning styles. Impact booster #6: stories. Impact booster #7: less is more. Marketing is dead, long live neuromarketing. Handbook: selling to the old brain 101. Brainpower: quick review of concepts.
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