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5 Cards in this Set
- Front
- Back
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Ch1: Sell to 95% of your customer's brain. Takeaway: Stop Selling to 5% of Your Customer's Brain
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95% represents the subconscious. Stop selling to 5% of the your customer's brain. We focus our messaging on that narrow slice of our customer's thinking (stats, features, cost/benefit, etc.) while ignoring the vast subconscious share of brain activity. Appeal to the buyer's emotions and unconscious needs.
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Ch2: The "Ouch!" of Paying: Bundling, Fairness, Credit. Takeaway: Minimum pain, maximum sales
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Bundling minimizes pain: the consumer can't relate a specific price to each component in the bundle (luxury autos). Fairness counts: it's the perceived fairness or unfairness of a deal that causes a reaction. Thirsty beachgoers will pay twice the price for a cold beer over one inside a small store. Credit as painkiller: credit cards takes the pain away.
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Ch3: Don't Sell Like a Sushi Chef. Takeaway: Avoid multiple pain points.
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Piecemeal is more painful than all inclusive; paying for pain avoidance.
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Ch4: Picturing Money. Takeaway: Use Money Cues Wisely
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Priming: present an individual with subtle cues, and you can affect that person's subsequent behavior, even though the subject is entirely unaware of either the priming or behavioral changes. Money-related images are some of the more potent forms of priming. Subjects primed with money cues display more selfish behavior (ask for less help, not as helpful, prefer to work alone, solitary leisure activities). Money cues can be pervasive as well. Consider banks focusing on returns vs. saving money on Mother's Day gifts. No money in sight: "A Diamond is Forever". Restaurant lessons: $12.00 vs. twelve dollars vs. 12. Guest spent more with less money cues (12). Takeaway: Use Money Cues Wisely
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Ch5: Anchors Aweigh. Takeaway: Be Careful Where You Drop Your Anchor
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Gasoline: drifting anchor. Real estate prices: stickier anchor. Less familiar products: Best Buy ads for TVs become an anchor point. Irrational anchors: random numbers (thinking of higher numbers made subjects overvalue expected price points than those that thought of lower numbers). Preset anchors: subjective. Nonsense anchors:
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