Brainfluence

Contents
Preface: Why Brainfluence?
Acknowledgments
About the Author
Chapter 1: Sell to 95 Percent of Your Customer’s Brain
Brainfluence Takeaway: Stop Selling to 5 Percent of Your Customer’s Brain

Section One: Price and Product Brainfluence
Chapter 2: The “Ouch!” of Paying
Bundling Minimizes Pain
Fairness Counts
Credit as Painkiller
Brainfluence Takeaway: Minimum Pain, Maximum Sales

Chapter 3: Don’t Sell Like a Sushi Chef
Paying for Pain Avoidance
Brainfluence Takeaway: Avoid Multiple Pain Points

Chapter 4: Picturing Money
No Money in Sight
Restaurant Lessons
Brainfluence Takeaway: Use Money Cues Wisely

Chapter 5: Anchors Aweigh!
Gasoline: Drifting Anchor
Real Estate Prices
Less Familiar Products
Irrational Anchors
Presetting an Anchor

Brainfluence Takeaway: Be Careful Where You Drop Your Anchor!

Chapter 6: Wine, Prices, and Expectations
Brainfluence Takeaway: Be Careful With Discounts

Chapter 7: Be Precise With Prices
Brainfluence Takeaway: Use Precise Pricing

Chapter 8: Decoy Products and Pricing
How Decoys Work
Decoys in Real Estate
Brain Scan Evidence
Brainfluence Takeaway: Try a “Not-So-Good” Decoy to Push Your Top Product

Chapter 9: How About a Compromise?
Brainfluence Takeaway: Add a High-End Product

Chapter 10: Cut Choices; Boost Sales
Choice Fatigue
Brainfluence Takeaway: Find Your Choice Sweet Spot

Section Two: Sensory Brainfluence
Chapter 11: Use All the Senses
Brand Fragments
Brainfluence Takeaway: Appeal to All Five Senses

Chapter 12: Does Your Marketing Smell?
More Scent Effects
Bad Smells
Brainfluence Takeaway: Own Your Smell
Summary: Think Smell

Chapter 13: Learn From Coffee

Nespresso’s Dilemma
Brainfluence Takeaway: Give Your Product a Sensory Tweak

Chapter 14: Sounds Like Changed Behavior
Brainfluence Takeaway: Find Background Music That Works!

Chapter 15: The Sound of Your Brand
The Musical Logo
Beyond Music
Brainfluence Takeaway: Find and Keep Your Key