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Crack the Customer Mind Code: Seven Pathways from Head to Heart to Yes!, by Gary Hennerberg
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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:
1. Identify and create the personas of your core customer segments. The twelve most observed personas are detailed 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 and create a compelling conclusion.
7. 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!
- Sales Rank: #1089571 in eBooks
- Published on: 2016-01-26
- Released on: 2016-01-26
- Format: Kindle eBook
Review
"'How-to' marketing books regularly examine the nuts and bolts of tapping the latest channel or category--so much surface tinkering. By the next day, though, that channel has died or morphed, and the concepts and techniques are yesterday's irrelevant news.Crack the Customer Mind Code dives deep below the surface, into the workings of the mind, how people become attracted to your message, and take themselves through to their decision.When you pore over the matrices of specific examples of how each of the seven mind pathways across Hennerberg's twelve identified buyer persona types, you become abundantly armed with a powerful, new toolset to immediately tackle future marketing tasks with greater insights--transcending product, category, or channel du jour.The concepts in Crack the Customer Mind Code feel comfortably familiar at times, yet are comprehensively laid out with a succinctness and applicability I've not seen in 40 years in the business."Perry AlexanderMarketing StrategistColleague***"Gary has generously shared his innovative insights into complex marketing segmentation strategies in a very easy to understand guide. His storytelling style brings customers to life through his twelve identified persona descriptions giving anyone a roadmap to start digging into all of that big data that is often so intimidating. Actionable information, engaging process, definitely a great piece of edutainment that will challenge how you approach your marketing."Diane Stadlen, Senior Advertising and Marketing Executive***Mr. Hennerberg has written a fascinating book that goes beyond demographics and psychographics to delve into the way the human mind works to receive and process information and how marketers can use that "mind code" to their advantage. He outlines and then discusses in detail "pathways" that lead from identifying the prospective customers' personas through the final stage of "permission to act." One proposition that I found intriguing is Mr. Hennerberg's recommendation that the prospective customer should first be stimulated then calmed as part of his seven pathways.Mr. Hennerberg uses twelve prototype "personas" to provide context for how messages are perceived and processed differently. The classifications postulated by the author do seem to capture the personality characteristics of the vast majority of people. I found myself identifying predominately as one persona with some characteristics of a few others. This book is more than just a theoretical dissertation. Mr. Hennerberg provides specific real-world examples and even some templates to help the reader translate the concepts into a framework for marketing activities. The last quarter or so of the book provides an abundance of specific suggestions within a matrix of his seven pathways applied to the 12 personas.Crack the Customer Mind Code slices and dices the design of customer messaging from a different perspective than any source that I have encountered. As part of the step-by-step guidance in the book the reader can, in essence, rethink his/her organization's entire approach to marketing communications. I believe that incorporating the author's ideas and ground up approach can be used as a framework to re-examine existing practices and make tweaks or major changes to enhance messaging effectiveness. Jack HayesAdjunct Professor of Marketing (Retired)DeVry Keller Graduate School of Management***
From the Author
Crack the Customer Mind Code weaves a deeply personal story about the inner-workings of my mind along with my life's work as a marketing consultant and copywriter. As a child, little did I know that my own mind mystery and curiosity would ultimately become a strength with good coming from it. In Crack the Customer Mind Code, you'll read the story of my struggle with a compulsive disorder that profoundly impacted my childhood, teen years, and even my early adult years.
From the Back Cover
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: 1. Identify and create the personas of your core customer segments. The twelve most observed personas are detailed 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 and create a compelling conclusion. 7. 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!
Most helpful customer reviews
0 of 0 people found the following review helpful.
With the right 'combination' any lock will reveal it's secrets.
By Eric S. Zipp
Everyone is different, that's what makes life 'interesting'... and... at times, challenging. Underneath, each person reacts to the stimuli which resonates with their 'hot-button'. What's really cool is that if you know what to look for, you can identify what drives that person and once you have identified the 'type' you can tailor your interaction with them to maximize their attention and interest in the topic you are sharing.
The key is knowing what to look for and then how to correctly recognize and identify the persona of your client or the person your dealing with. Gary Hennerberg takes the mystery out of this process and lays out plan in logical fashion like a road map. The skills mastered within this book certainly will improve your efforts in Marketing, but it goes far beyond that single application. In life you 'market/sell' your ideas to people you meet every day... whether it is 'bargaining' with your kids, deciding a course of action with your spouse, or just haggling over the price of an item in a flea-market. This skill set will arm you with 'knowledge' and leave you better prepared to handle whatever life throws at you.
“Crack the Customer Mind Code” is an easy and interesting read which will open doors with were previously hidden from you (aren't you tired of being on the wrong side of that door?).
0 of 0 people found the following review helpful.
CRACK THE CODE is a good fast read
By Peter Fogel
Gary Hennerberg is a master copywriter, master marketer and most importantly, a master story teller. CRACK THE CUSTOMER CODE is MUST reading for any marketer, creative director, sales force... and especially any copywriter whose livelihood depends on moving a customer to take action. As a copywriter, I find myself reading and re-reading this book picking up MORE golden nuggets that can exponetially increase my client's conversion rates. Because in the end -- that's what it's all about. We work to make our clients money. Gary really breaks down the strategies of taking your prospect (who is a suspect) and transforming him into a life time customer. Chapter 6 is an eye opener in respect to how to unblock your customers decision making process so he can calm his mind and take ACTION now. CRACK THE CODE is a good fast read. Best of all, Gary reveals some very important things about himself that will captivate his reader. Don't just read this book, put his theories into action.
0 of 0 people found the following review helpful.
A must read - clear, up-to-date look at the consumer of today.
By Donna
In my nearly 40 years as a C.P.A., business consultant and corporate financial officer, I am always on the lookout for the latest theories on business trends and customer demographics affecting the market place. Too often the materials simply rehash previous works, or treat the customer/supplier relationship as a "hard sell" or a quick fix approach. I was delighted to read Gary Hennerberg's thoughtful in-depth book "Crack the Customer Mind Code" with its clear up-to-date look at the consumer of today. The book is filled with a marketing "insiders's" wealth of information laid out in a thoughtful, richly styled, yet easy to follow narrative. I must confess, once I identified my "persona" in the prospect groups, I was anxious to see how Hennerberg wrapped up all the "seven pathways" from my head to my heart to Yes. It was spot on for me. This is a must read (and re-read) for anyone with customers, i.e. everyone.
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