商品簡介
Crack the Customer Mind Code is destined to upend how you approach marketing, advertising, and selling. Customer attitudes have shifted during this new century due to technology, the economy, and emotionally draining negative news, yet the way in which the human mind processes information is timeless. Marketing and sales messages often fall short because they are not aligned with how the mind naturally processes information and makes decisions. In Crack the Customer Mind Code, veteran marketer Gary Hennerberg lays out seven pathways through the mind and shows you how to align marketing messaging with how the mind thinks. Discover how you can: 1. Identify and create the persona(s) of your core customer groups (the twelve most observed personas are revealed for immediate adaptation) 2. Stimulate emotion through fear, uncertainty, and doubt 3. Calm the mind with your solution to enable clearer thinking 4. Properly position, or reposition, your product or organization to initiate new short-term memory 5. Use storytelling to deepen the new memory and convert it to long-term memory 6. Logically interpret your sales presentation offer to a compelling conclusion 7. Persuade and lead your prospects to a sense of self-permission to buy Using these proven concepts, with hands-on examples and specific suggestions, Hennerberg reveals how you can powerfully transform marketing campaigns to move prospects to action. With this roadmap of mind paths and the most observed personas, you can create stronger sales-producing marketing campaigns. When the message and delivery are aligned, you unlock a deeper understanding of marketing information to be absorbed and processed. Equipped with these insights, you’ll learn how to position marketing messaging as it travels the seven pathways for each of the twelve customer personas.
作者簡介
Gary Hennerberg is a veteran marketing professional, equally accomplished in the dual roles of copywriter/creative director and analytic consultant. He has created and overseen hundreds of marketing campaigns that have reached tens of millions of households and businesses around the world. He is in demand as a consultant, speaker, trainer, and author.
