‘Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing’ is a practical guide to how the brain works and how that relates to everyday marketing ideas.

Neuromarketing studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure people’s preferences, what customers react to and why they react the way they do to different marketing messages.

Author and neuromarketing specialist Roger Dooley has compiled 100 actionable tips and techniques backed up by the latest neuroscience research. This book is clearly indexed and it’s easy to dip into your particular areas of interest to help you better understand how your customers brains work and how this affects their decision making.

Some of the research findings will have you nodding your head in agreement; with others you will be shaking your head in disbelief. Best of all it will have you questioning your own assumptions about why people choose one product or service rather than another, why they remain loyal to one business but not to others, why they take ages to make some decisions and yet at other times make seemingly major decisions with hardly any deliberation.

In recent years neuroscience has brought into the realms of marketing tools that allow researchers to see inside our brains. With functional magnetic resonance imaging (fMRI) brain scans, researchers can see, for example, how our brains respond to different price points. Electroencephalogram (EEG) technology is bringing the cost of measuring some kinds of brain activity down and helping business to market more effectively as scientists better understand the brain’s cognitive processes.

The research may be mind-boggling (it certainly is to me) but when the findings are translated into everyday meaningful language as Roger Dooley has done in this book, we can use our knowledge of how our customers’ brains work to appeal to them in a more meaningful way. According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. As Roger Dooley says, “If you want to get ahead of your competition, it’s time to stop selling to just 5 percent of your customer’s brain!”

Even though each one of the hundred techniques in this book is based on serious brain research, every concept is presented in a manner that is meaningful, practical and free from scientific jargon.

Jurek Leon is a storyteller, trainer and coach who presents courses and addresses seminars on word of mouth marketing, motivation, customer focussed selling and managing the customer experience. Subscribe to Jurek's FREE monthly ‘Terrific Tips’ e-newsletter at Alternatively, email

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Jurek Leon is a storyteller, speaker and trainer. Subscribe to Jurek's FREE monthly 'Terrific Tips' e-newsletter at Alternatively, email