The first free League of Extraordinary Minds web broadcast on Getting Customers To Choose YOU Over Everyone Else was a huge success as the website became the ninth most popular on the Internet.
Details of the second broadcast from the League have been announced and the subject and the collection of experts sound just as fascinating as the first.
It's titled, "Using Brain Based Marketing to Engineer Irrefusable Offers: Getting People Who Don't Buy to Buy Enthusiastically".
If that sounds a bit too intellectual, let me explain why I have been drawn into marketing psychology and why I think it is a fascinating subject.
At the very centre of business is the buying decision and as we gradually understand more about how decisions are made - both for deciding that a problem needs to be solved and how to solve it - the more we can tailor marketing messages to fit with how our brains process information.
Basically it comes down to the idea of whether you want to make your marketing easy and in tune with how your prospective customers are thinking or difficult and go against the natural mental processing.
It's a no-brainer - the easier you make it for your customers to make YES decisions in your favour, the more sales you make.
The expert panel in this "Using Brain based marketing to engineer irrefusable offers" is another world class collection of experts and includes:
- Dr. Robert Cialdini.. Author of "Yes!: 50 Scientifically Proven Ways to Be Persuasive," and "Influence: The Psychology of Persuasion."
- Dan Ariely... is the author of "Predictably Irrational: The Hidden Forces That Shape Our Decisions" and Professor of Behavioral Economics at Duke University.
- Christophe Morin...Co-author of Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain, and "Chief Pain Officer" at SalesBrain
- Dan Hill...Author of "Emotionomics: Leveraging Emotions for Business Success," Dan is a recognized authority on the role of emotions in consumer and employee behavior.
- Ori Brafman...Author of "Sway: The Irresistible Pull of Irrational Behavior" and a lifelong entrepreneur, his quest is to uncover the reasons why perfectly rational people make irrational decisions.
- Pam Danziger...is an internationally recognized expert in understanding the mind of the consumer. An author of books on consumer psychology and behavior... including "Why People Buy Things They Don't Need."
I expect this broadcast on offers to be fascinating and it is being broadcast at 8:00 pm on Thursday November 5th at a computer near you.
Just sign up for free at the League of Extraordinary Minds - affiliate link
Another very successful broadcast on this fascinating subject of how the brain responds to marketing messages.
The six panellists were all asked the same seven questions:
- From your research and analysis what are the most important distinctions you've realised that will benefit our entrepreneurs?
- How does conventional marketing overlook the power of brain-based messaging and understanding?
- How do you shift your marketing from old school to brain based?
- How would you specifically use your findings to improve the performance of specific marketing steps?
- How do you get your marketing and advertising people immersed in the latest scientific understandings about buying behaviour?
- What is the single biggest change that our listeners could do right now?
- What extra question should we have asked you to help our members to be more profitable and what is the answer?
At the end of the interview, Jay Abraham and Rich Schefren then summed up their thoughts based on what the experts had said.
In many ways this broadcast showed both the strengths and the weaknesses of the panel interview format.
First they are clearly stitched together from individual interviews so you have each expert answering questions from their own perspective without building a bridge from what was said previously.
Second, I found that I wanted to know more about the ideas that these experts have. The call may have been 2.5 hours long (which is stamina sapping) but each expert doesn't get very long to answer each question and I am sure that each could take the general theme of the broadcast and talk for an hour or more.
That said, there were a lot of points covered about the new concepts of brain based marketing.
I already knew the work of Robert Cialdini and Christophe Morin through their books and, because this is a topic I am fascinated by, I have ordered by Dan Ariely, Dan Hill and Pam Danziger.
Third, I felt that the experts were operating in their comfort zone and weren't being pushed. Robert Cialdini talked about his six factors of influence and I'm sure he could do it all day. Good for people who don't know these factors but not for anyone already familiar. Robert Cialdini did mention that his next book will be looking at what you do before you ask for compliance - not persuasion but pre-suasion.
The strongest part of the call was when Jay Abraham and especially Rich Schefren pulled all the ideas together to make sense of them.
This is more compelling evidence to show that entrepreneurs should join the League of Extraordinary Minds and at least benefit from these free web broadcasts.
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