Sales Brain PTMS Istanbul Workshop

© Copyright 2002-2010 SalesBrain

BY

NeuromarketingWorkshopNeuromarketingWorkshop

28 Nov 201228 Nov 2012

• First book onNeuromarketing

• Translated into 10 languages• Over 32,000 professionals

Trained

the book


• 2008 Vistage“Above & Beyond” Speaker Award

awards


• 2009 American Marketing Association“Next big thing in marketing” award

07

• 2011 Advertising Research Foundation“Innovation Research Distinction” Award

Marketing doesn’t work


?What doyou want?

NeuroMarketing


Facial Decoding

Voice analysis

Eye tracking

EEG

Skin conductance

MRI


yes!STIMULUS

Applied NeuroMarketing

IN THE brain!IN THE brain!a buy buttona buy button



YOUR MARKETINGYOUR MARKETINGUnderstanding the BRAIN TO improveUnderstanding the BRAIN TO improve

Your


Customers'BRAIN




VendorVendor

We are one of theleading providers ofintegrated, flexible,

easy to use…

CustomerCustomer?


VendorVendor CustomerCustomerYes!

You will get:1. Better2. Stronger3. Faster

Now I needto rationalizemy decision!

the reptilianbrain?the reptilianbrain?

what stimulateswhat stimulates


six stimuli

To the Reptilian BRAIN© Copyright 2002-2010 SalesBrain

six stimuli


SELF-centered


six stimuli


CONTRAST


six stimuli


TANGIBLE


six stimuli



TIME

AttentionRetention

six stimuli


six stimuli


six stimuli


To four stepsFROM 6 STIMULI


four stepsfour steps


STIMULUS #1


Is it about?


PAIN Exercise1.1 Imagine…

1.2 List frustrations, PAINS,…

1.3 Rewrite slogan to cure topPAIN



Rep

tilia

n

Mid

dle

New

Conscious

UN

conscious

THE ICEBERGDecision

Drivers

PAIN

FEAR

Re-enactthe PAIN


Your customer true PAIN

YourProduct

3rd

Wan

tP

ain THEIR

PAIN??


PAIN ExerciseDig, Dig andkeep digging





STIMULUS #2

CLAIM Exercise2.1: Your top 3 CLAIMS

2.2: Your Competitors’ CLAIMS2.3: Wordsmith CLAIMS2.4: “We are the only company…”


Therapeutic to PainOriginal to youProvable


STIMULUS #3

3 Sources of ValueFinancial

Strategic

Personal



WHAT Value/Proof?

$$SSPP

CCCC DemoDemo DataData VisionVision

$SP

CC Demo Data Vision


WHAT ValueWhat Proof?

$$SSPP

CCCC DemoDemo DataData VisionVision

$SP

CC Demo Data Vision



GAIN ExerciseFor each of your CLAIMS:

3.1 Unveil all the Benefits

3.2 For each Benefit Quantifyits:– Financial VALUE– Strategic VALUE– Personal VALUE

3.3 Prove the VALUE with:– Customer Case– Demo– Data– Vision


GAIN ExerciseProve your case




All STiMULI

building and delivering

Yourmessagebuilding and delivering

Yourmessage


Reptilian ExerciseHit yourTarget


six MESSAGEMESSAGEBLOCKSBLOCKS


7 boosters7 boostersm

essa

gem

essa

ge


7 boosters7 boosters

What do you think?What do you think?


Documents

Sales Brain PTMS Istanbul Workshop