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As a behavioral scientist for over 3-decades, my job as a research scientist is to study the human mind in all kinds of situations and conditions. As in nature, the human mind seeks balance. Balance within the human body or physiologically is called homeostasis. Balance with the human mind is called sanity. Mind research scientists have long sought the reasons behind the mind's ability to create success as well as turn on itself and create failure.
One of the most unique features of the human mind is that it is gullible. It is easily fooled even when the person is aware that they are being fooled, i.e. magic shows. The human mind cannot tell the difference between fantasy and reality. Hollywood built a billion dollar industry over this fact. This is why you cry in sad movies. Yes, your conscious mind knows you are watching a movie but your subconscious mind does not so it reacts as if the situation is real. In this book, I want to outline different ways the mind is fooled and perceives as it pertains to ad copy that is written to 'trigger' the buying impulse. I have included both online and offline triggers. Here are some of the points I will cover: psychological triggers, psychological triggers for men, psychological triggers for women, triggers psychology, consumer behavior, create urgency, and sales psychology. This is fascinating stuff so get ready to be wowed!
Lots of good basic and helpful info that every savvy seller and consumer should know.
I feel bad for the author of this book but I have to be honest: This book failed on all marks.
Look - there are some good ideas in there. I agree with some of the points Dr. Benton makes, they are interesting psychological elements that can help sales or marketing. But there are many problems:
- The narration is in a tone of voice that could put anyone to sleep
- There is no story or explanation of anything. Just sentence after sentence of statements (some good, some bad) with no examples, no explanation, not enough detail to make s good point.
- Some of the statements are terrible, like the definition of branding. Or even worse, the idea that adding a lot of features is the way to sell your customers into your products "a product copy with 20 features is much more effective than one with 10". Customers today don't have time to read 20 features, it is much better to have one key feature that differentiates you than 20 little ones. Any salesperson or marketer knows that
- Following the advice in this book on writing advertising copy will make you a used-car salesman marketer: "Add adjectives and superlatives"
I skipped the second half of this book and moved to my next audiobook. If you are interested in this topic get a book from Paco Underhill or Predictably Irrational from Dan Ariely.