The Buying Brain: Secrets for Selling to the Subconscious Mind

Chapter 18. Vision of the Future

There is no more fascinating subject than the human brain. And what fascinates the human brain is what this book is all about.

Through these pages, I hope you've gained a new appreciation of your own and your clients' and consumers' brains—what attracts, engages, and delights them, and what compels them to try and buy.

Consumers in this global economy are confronted with millions of marketing messages and countless purchase opportunities every day. They will collectively spend trillions of dollars this year to vote on the success or failure of your brand, product, package, message, or retail environment. Trust me: They want to listen to you, if they are addressed with purpose, relevance, and clarity.

So, rather than depending on creative guessing or research techniques that do not reach below the surface of casual verbal observations, I hope you'll use the principles in this book, based on the latest neuroscience findings, to hone in precisely on the real needs and wants of your consumers.

I believe that providing products and messages that leverage the emerging sciences of the brain will usher in a new era of partnership between marketers and consumers. That new day begins with messaging that's aligned with consumers' desires, with content that's compelling, and with products, packages, and environments that know the brain inside and out and that acknowledge, respect, and reflect how our brains are built and how they work—all designed with people's ...