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What do businesses do now that marketing, depended on for decades to promote growth, has been exposed as a weak force? Finding their theoretical credentials under scrutiny, marketing 'experts' are racing to publicise their new wares. But these are the dying groans of dinosaurs. For business, there is better news: the warm-blooded creatures fit to survive already exist. In 'The Honest Persuaders', John Bunyard draws on 30 years at the heart of business to relate how he took experimental evidence on to create a new model built not on spin but on demonstrable truth. Already the basis of extraordinary market-place results, it has been now vindicated by experimentally based breakthroughs in neuroscience, specifically concerning the importance of the dopamine reward system. With the benefit of new technologies and business-minded scientists, the means are available to all businesses to create new customer relationships based not on hyperbole and deception but simple veracity.
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While there has been lots of talk about neuroscience in marketing, refreshingly this book is written by someone with actual first-hand experience under his belt. The big take-out: understanding the brain isn't about manipulation, it's about valuing honesty. In fact, 'aspirational' advertising which overpromises is scientifically proven to be less effective than truthful messaging which evokes an accurate representation of the product experience. Why? It's more than just brand trust - our brain actually rewards us with a pleasurable dopamine hit when our expectations are met.
So, to set your expectations straight, this isn't a text book or psychology manual, it is a candid account of John's own professional and personal journey, setting these insights in the context of London's advertising industry. His style prompts you to reflect on the evolution of the industry and the shifts we've witnessed, and well as wondering what might lie in store as we understand more about the human brain. A thought-provoking and readable book - well worth a look.
So, to set your expectations straight, this isn't a text book or psychology manual, it is a candid account of John's own professional and personal journey, setting these insights in the context of London's advertising industry. His style prompts you to reflect on the evolution of the industry and the shifts we've witnessed, and well as wondering what might lie in store as we understand more about the human brain. A thought-provoking and readable book - well worth a look.
If you work in advertising or marketing then this book is a must read. It goes far beyond the usual anecdotes of how to create better adverts instead it peels away the onion layers to reveal the real motivators that create sales. With real insight explaining the brains reward system and how advertisers can create a positive response, well, need I say more! Read, learn, apply.
As consumers, we are sadly too accepting that adverts regularly stretch the truth or just drive us nuts while we're trying to relax in front of the TV.
The Honest Persuaders gives a well argued and evidenced case for change, along with an intriguing behind-the-scenes look into the advertising and market research industries.
If you are interested to know how real insight into the human mind can make your marketing both customer-friendly and more effective in sales terms (and probably on a smaller budget), then this book is a must-have
The Honest Persuaders gives a well argued and evidenced case for change, along with an intriguing behind-the-scenes look into the advertising and market research industries.
If you are interested to know how real insight into the human mind can make your marketing both customer-friendly and more effective in sales terms (and probably on a smaller budget), then this book is a must-have
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