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Crack the Customer Mind Code

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In Crack the Customer Mind Code, veteran marketer Gary Hennerberg reveals seven pathways through the mind and lays out how to align marketing messaging with the various ways people think. Discover how you can:

  • Identify and create the personas of your core customer segments. The twelve most observed personas are detailed for immediate adaptation.
  • Stimulate emotion through fear, uncertainty, and doubt.
  • Calm the mind with your solution to enable clearer thinking.
  • And much more
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Description

Crack the Customer Mind Code is destined to upend how you approach marketing, advertising, and selling. Even as customer attitudes have shifted during this new century due to technology, the economy, and emotionally draining negative news, the way in which the human mind processes information remains constant.

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 reveals seven pathways through the mind and lays out how to align marketing messaging with the various ways people think. Discover how you can:

  • Identify and create the personas of your core customer segments. The twelve most observed personas are detailed for immediate adaptation.
  • Stimulate emotion through fear, uncertainty, and doubt.
  • Calm the mind with your solution to enable clearer thinking.
  • Properly position, or reposition, your product or organization to initiate new short-term memory.
  • Use storytelling to deepen the new memory and convert it to long-term memory.
  • Logically interpret your sales presentation offer and create a compelling conclusion.
  • Persuade and lead your prospects to a sense of self-permission to buy.

Overlaying these proven concepts onto each of the twelve defined personas, Hennerberg shows you how to powerfully transform marketing campaigns that move prospects to action.

Once your message and personas are aligned, you now are equipped to solve the puzzle of getting your prospective customers to YES!

Table Of Contents

Acknowledgements

Introduction

Music Never Ends

Influencing the Decisions People Make

Three Cultural Factors

Chapter 1 – The Mind and Three Imperatives

  • Moving Deeper
  • The BRAIN Initiative
  • Three Imperatives

Chapter 2 – Mind Mysteries

  • My Story of Feeling Alone
  • Understanding the Emotional Control Panel
  • Getting to 35% or 60% Sales Increases

Chapter 3 – The Seven Pathways

Chapter 4 – Identify the Persona

  • What, How, and Why
  • Falling Short of Expectations
  • Theory of Emotion
  • Creating a Persona
  • Elements of a Persona
  • Research
  • Basic Characteristics
  • Building Blocks to Create a Persona
  • Deeper Inside Your Persona’s Thoughts
  • 12 Foundational Personas
  • Trailblazers/Early Adopters
  • My Brand/My Lifestyle/My Growth
  • Money Matters
  • On Financial Edge
  • Right Thing to Do: Taking the High Road
  • Love and Social Relationships
  • Adrenaline Seekers: Opportunists
  • Safe Players
  • Hiding My Compulsion
  • Fifty Plus
  • Business 8 to 5
  • Did I Matter?

Chapter 5 – Stimulate Emotion

  • Eight Seconds to Pounce
  • The Reticular Activating System
  • The Spell of FOMO
  • The Amygdala: Fight or Flight
  • Conditioned to Fear
  • Stimulating Emotion with Tasty Words and Language
  • Stimulating the 12 Personas

Chapter 6 – Calm the Mind

  • Unblock Decision Making
  • Affirmations
  • 5 Appeals to Basic Human Primal Instincts
  • A Cocktail of Brian Chemicals
  • Calm the Mind with These Emotions
  • 7 Feelings that Add Warmth and Calm
  • Colors that Stimulate and Calm
  • Calming the 12 Personas

Chapter 7 – Position/Reposition

  • Unique Selling Proposition and Brand Equity
  • Your Brand Statement
  • Positioning Based on Personality Types
  • Proven Ways to Create a Blockbuster USP
  • Using Gamification to Establish Positioning
  • USP Ideas for the 12 Personas

Chapter 8 – Storytelling

  • The Science Behind Why Storytelling Works
  • The Eight Second Attention Span
  • Three Stages of How the Brain Store Information
  • Ancient Storytelling Techniques
  • Storytelling-in-Content Marketing Lessons Learned Using Story for the 12 Personas

Chapter 9 – Interpret

  • Your Logical Sales Presentation
  • Six Ways to Appeal to Logic\
  • Numeric Speed Bumps
  • Reading-Level Appropriate Copy
  • Interpreting for the 12 Personas

Chapter 10 – Permission to Act

  • Open the Door to Permission
  • How to Neutralize Backfire
  • Heading Off Gut Reaction That Can Prevail and Derail
  • Principles of Persuasion
  • Giving Permission to Act for the 12 Personas

Chapter 11 – Mind Pathway Comprehension by Channel

  • Three Stages of Comprehension
  • Comprehension by Channel
  • o2o Channel Leaping

Chapter 12 – Coming Full Circle: Pathways as Strategy

  • A New Template for Strategy
  • The Big Picture of Each Persona

Chapter 13 – Persona #1 Detailed Description for Trailblazers/Early Adopters

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 14 – Persona #2 Detailed Description for My Brand/My Lifestyle/My Growth

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 15 – Persona #3 Detailed Description for Money Matters

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 16 – Persona #4 Detailed Description for On Financial Edge

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 17 – Persona #5 Detailed Description for Right Thing to Do: Taking the High Road

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 18 – Persona #6 Detailed Description for Love and Social Relationships

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 19 – Persona #7 Detailed Description for Adrenaline Seekers: Opportunists

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 20 – Persona #8 Detailed Description for Safe Players

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 21 – Persona #9 Detailed Description for Hiding My Compulsion

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 22 – Persona #10 Detailed Description for Fifty Plus

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 23 – Persona #11 Detailed Description for Business 8 to 5

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

Chapter 24 – Persona #12 Detailed Description for Did I Matter

  • Identify the Persona
  • Stimulate Emotion
  • Calm the Mind
  • Position/Reposition
  • Tell a Story
  • Interpret
  • Permission

CustomerMindCode.com Resources

End Notes

About the Author

Gary Hennerberg is considered among America’s leading internet direct marketing consultants. He has been a marketing professional since 1978 and an independent direct marketing consultant and direct mail copywriter since 1992.

As the rules of engagement in direct marketing have evolved, so has Hennerberg’s skill set. As a direct marketing turnaround consultant for over 20 years, he works to discover new and incremental sales dollars for direct marketing organizations.

His process begins with analysis and interpretation of data and numbers. Then he works with clients to determine whether a direct marketing approach would be best implemented online or offline. With experience in cross-channel marketing including direct mail, email, online video, websites and social media, Hennerberg recommends the most effective and cost-efficient blend to generate sales.

As both an analytic consultant and copywriter, he translates marketing plans into action. Over the years he has generated significant response increases for clients internationally.

Hennerberg is currently the co-author with Alexander of Reinventing Direct, a twice-monthly blog at Target Marketing Magazine. Hennerberg and Alexander have also been the co-authors of Target Marketing Magazine's Online Video Marketing Deep Dive. Hennerberg is also the author of Direct Marketing Quantified: The Knowledge is in the Numbers.

He is the author of dozens of articles on marketing best practices, and has spoken at Direct Marketing Association conferences and events, and for American Writers and Artists (AWAI).

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