Ninety-five percent of our thoughts, emotions and learning happen subconsciously, so it’s important to appeal to the subconscious instead of merely targeting the rational mind. In other words, says author Roger Dooley, “Stop selling to 5 percent of your customer’s brain.” With his findings, you'll learn how to better market to your customers by understanding how they make decisions. By putting neuroscience and behavior research to work, the result is marketing success through neuromaarketing.

Dooley combed through neuroscience research to come up with practical tips for businesses small and large for his book Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (2011, Wiley).

Among his tips:

State prices to the penny. A precise amount such as $535.35 sounds well-researched and accurate, while a rounded-off figure of $500 may seem like inflated guesswork to customers.

Don’t nickel-and-dime your customers, like airlines do with separate fees for checked bags, aisle seats and food. Every extra fee tweaks the brain’s pain center, Dooley says. Bundled pricing is better.

Use a simple font, such as Arial, instead of script-like fonts, if you want customers to fill out a web form or take some sort of action as a result of an ad. Research shows customers anticipate the task will take less time when described in a simple font.


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