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Preface: Why Brainfluence? Xi Acknowledgments xvii About the Author xviii 1 Sell to 95 Percent of Your Customer''s Brain 1 Section One Price and Product Brainfluence 3 2 The "Ouch!" of Paying 4 3 Don''t Sell Like a Sushi Chef 7 4 Picturing Money 9 5 Anchors Aweigh! 12 6 Wine, Prices, and Expectations 17 7 Be Precise With Prices 20 8 Decoy Products and Pricing 22 9 How About a Compromise? 26 10 Cut Choices; Boost Sales 28 Section Two Sensory Brainfluence 33 11 Use All the Senses 34 12 Does Your Marketing Smell? 36 13 Learn From Coffee 41 14 Sounds Like Changed Behavior 44 15 The Sound of Your Brand 45 16 Exploit the Brut Effect 48 17 Smelly but Memorable 49 18 Learn From Yogurt 51 Section Three Brainfluence Branding 53 19 Neurons That Fire Together 55 20 Who Needs Attention? 58 21 Passion for Hire 63 22 Create an Enemy 65 Section Four Brainfluence in Print 71 23 Use Paper for Emotion 72 24 Vivid Print Images Change Memory 74 25 Paper Outweighs Digital 76 26 Use Simple Fonts 77 27 When to Get Complicated 80 28 Memorable Complexity 82 Section Five Picture Brainfluence 85 29 Just Add Babies! 86 30 Focus, Baby! 87 31 Pretty Woman 89 32 Itsy, Bitsy, Teeny, Weeny 91 33 Photos Increase Empathy 94 Section Six Loyalty and Trust Brainfluence 97 34 Build Loyalty Like George Bailey 98 35 Reward Loyalty 100 36 Loyalty, Rats, and Your Customers 103 37 Time Builds Trust and Loyalty 105 38 Ten Words That Build Trust 108 39 Trust Your Customer 109 Section Seven Brainfluence in Person 111 40 It Pays to Schmooze 112 41 Shake Hands Like a Pro 114 42 Right Ear Selling 117 43 Smile! 118 44 Confidence Sells 120 45 Small Favors, Big Results 123 46 Hire Articulate Salespeople 126 47 You''re the Best! 127 48 Coffee, Anyone? 129 49 Candy Is Dandy 130 50 Selling Secrets of Magicians 132 51 Soften Up Your Prospects 136 Section Eight Brainfluence for a Cause 139 52 Mirror, Mirror on the Wall 140 53 Get Closer to Heaven 142 54 Child Labor 144 55 Give Big, Get Bigger 146 56 Make It Personal 148 57 Lose the Briefcase! 151 58 Ask Big! 153 Section Nine Brainfluence Copywriting 155 59 Surprise the Brain 156 60 Use a Simple Slogan 158 61 Write Like Shakespeare 160 62 A Muffin by Any Other Name 161 63 Why Percentages Don''t Add Up 163 64 Magic Word #1: FREE! 165 65 Magic Word #2: NEW! 168 66 Adjectives That Work 170 67 Your Brain on Stories 173 68 Use Story Testimonials 175 69 When Words Are Worth a Thousand Pictures 177 70 The Million-Dollar Pickle 179 Section Ten Consumer Brainfluence 183 71 Simple Marketing for Complex Products 184 72 Sell to the Inner Infovore 187 73 Want Versus Should: Time Your Pitch 189 74 Sell to Tightwads 191 75 Sell to Spendthrifts 195 76 Take a Chance on a Contest 198 77 Unconventional Personalization 201 78 Expect More, and Get It! 204 79 Surprise Your Customers! 208 Section Eleven Gender Brainfluence 211 80 Mating on the Mind 212 81 Guys Like It Simple 214 82 Are Women Better at Sales? 216 83 Do Women Make Men Crazy? 220 Section Twelve Shopper Brainfluence 223 84 Cooties in Every Bag 224 85 Customer Replies Change Minds 226 86 It''s Wise to Apologize 228 87 The Power of Touch 230 88 When Difficulty Sells 232 Section Thirteen Video, TV, and Film Brainfluence 235 89 Don''t Put the CEO on TV 236 90 Get the Order Right! 238 91 Emotion Beats Logic 241 Section Fourteen Brainfluence on the Web 243 92 First Impressions Count--Really! 244 93 Make Your Website Golden 246 94 Rich Media Boost Engagement 248 95 Reward Versus Reciprocity 250 96 Exploit Scarcity on the Fly 252 97 Target Boomers With Simplicity 254 98 Use Your Customer''s Imagination 256 99 Avoid the Corner of Death 258 100 Computers as People 259 Afterword: What''s Next? 263 Endnotes 265 Index 279