Neuromarketing by Patrick Renvoise Summary
Overview of Neuromarketing
Discover why "Neuromarketing" outsells its competitors combined. By targeting your customer's primal brain, CEOs have seen 600% revenue growth using these science-backed persuasion techniques. What hidden "buy button" in your brain are marketers already pushing without you knowing?
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Key takeaways
The Brain's Hidden Buy Button: Why We Really Make Decisions
Your brain is hiding a secret. While you believe you're making rational choices based on facts and logic, a primitive part of your brain - the "OLD BRAIN" - is actually calling the shots. This ancient neural structure evolved millions of years ago for survival, not shopping, yet it determines virtually every decision you make. Why do inferior products sometimes outsell superior ones? Why do certain ads stick in your mind for decades? The answer lies in speaking directly to this prehistoric decision-maker. Forget the simple left-brain/right-brain division you learned in school. Neuroscience reveals we have three distinct brain structures that evolved during different periods of our history. The New Brain thinks rationally and processes language. The Middle Brain handles emotions and gut feelings. But it's the primitive OLD BRAIN that makes the final call after receiving input from the other two. This explains why having the objectively "best" solution often fails to win the sale. Your rational arguments might be impeccable, but if they don't speak the OLD BRAIN's language, the true decision-maker remains unconvinced. Professor Antonio Damasio's research dramatically illustrates this reality. Patients with damage to emotional centers of the brain retain perfect logical reasoning yet struggle with even simple decisions. Without emotional input, the OLD BRAIN can't decide. This reveals a profound truth about human nature: we decide emotionally, then justify rationally.
The Six Stimuli That Trigger the Decision-Making Brain
Diagnosing Pain: The Foundation of Persuasion
Creating Unique Claims That Capture Attention
Proving Your Value Through Tangible Demonstration
Delivering Your Message for Maximum Impact
The Neuroscience of Influence: Applying These Principles Everywhere
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"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
From Columbia University alumni built in San Francisco
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."
"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."
"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."
"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."
"Reading used to feel like a chore. Now it’s just part of my lifestyle."
"Feels effortless compared to reading. I’ve finished 6 books this month already."
"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."
"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."
"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"
"It is great for me to learn something from the book without reading it."
"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."
"Makes me feel smarter every time before going to work"
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