What is "Neuromarketing" by Patrick Renvoise and Christophe Morin about?

"Neuromarketing" explores how to influence purchasing decisions by targeting the brain’s primal "old brain" through six stimuli and a four-step methodology. It combines neuroscience with practical marketing strategies to craft messages that trigger instinctive buying responses, addressing customer concerns, unique value propositions, and emotional engagement.

Who should read "Neuromarketing"?

The book is ideal for marketers, sales professionals, and anyone interested in persuasion psychology. It offers actionable steps for crafting effective campaigns, making it valuable for entrepreneurs, advertisers, and individuals seeking to understand decision-making science.

Is "Neuromarketing" worth reading?

Yes, it provides a science-backed, actionable framework for improving sales and marketing outcomes. While light on academic citations, its practical techniques—like the NeuroMap® model—are endorsed for real-world applications in closing deals and enhancing messaging.

What are the six stimuli that influence the old brain according to "Neuromarketing"?

The old brain responds to self-centered messaging, contrast (before/after), tangible input, memorable beginnings/endings, visuals, and emotion. These stimuli trigger instinctive decisions by addressing survival, safety, and immediate gains.

What is the four-step methodology in "Neuromarketing"?

The steps include diagnosing the customer’s pain point, differentiating your claim, demonstrating concrete gains, and delivering the message using old brain-aligned tactics like contrast and visuals.

How does "Neuromarketing" suggest handling customer objections?

Address objections directly by reframing them as misunderstandings, then reinforce credibility with third-party validation, testimonials, or data. This approach reduces resistance by appealing to the old brain’s preference for simplicity.

What are impact boosters in "Neuromarketing"?

Impact boosters include storytelling, metaphors, social proof, and sensory language. These techniques enhance message retention by creating emotional resonance and credibility, ensuring the old brain prioritizes the information.

How does "Neuromarketing" apply to job interviews?

Interviewees should frame their value using the six stimuli, emphasizing tangible outcomes (e.g., "I increased sales by 30%") and contrast (e.g., past struggles vs. future solutions) to trigger the interviewer’s primal decision-making.

뇌를 공략하는 마케팅 기술 뉴로마케팅

고객의 뇌 속에 있는 "구매 버튼" 이해하기

패트릭 렌보아제

3.9(769 Reviews)

뇌를 공략하는 마케팅 기술 뉴로마케팅 개요

왜 "뉴로마케팅(Neuromarketing)"이 다른 모든 경쟁 기법들을 합친 것보다 더 높은 판매고를 올리는지 확인해 보십시오. 고객의 원시 뇌를 공략함으로써, CEO들은 과학적으로 입증된 이러한 설득 기술을 사용하여 600%의 매출 성장을 경험했습니다. 마케터들이 당신도 모르는 사이에 이미 누르고 있는 당신 뇌 속의 숨겨진 "구매 버튼"은 무엇일까요?

전달 방식을 선택하세요

한 권의 책, 다양한 듣기 방식.

뇌를 공략하는 마케팅 기술 뉴로마케팅의 같은 아이디어를 담았습니다. 나에게 맞는 목소리, 깊이, 속도를 고르고 언제든 바꿔 보세요.

1장

Rewiring the Brain's Buy Button: The Science of Persuasion

Have you ever wondered why some products fly off shelves while superior alternatives gather dust? Or why certain advertisements stick in your mind for decades while others fade immediately? The answer lies not in rational analysis but in the prehistoric part of our brains that makes the final call on every decision. "Neuromarketing" by Patrick Renvoise introduces a revolutionary approach to sales and marketing that targets the true decision-maker in all of us: the primitive "OLD BRAIN." This groundbreaking work has become required reading at companies like Google and Microsoft, with Fortune magazine calling it "the most important sales book of the decade." By speaking directly to the brain's decision center using six specific stimuli, Renvoise demonstrates how anyone can dramatically increase their persuasive power-whether selling products, ideas, or themselves-by bypassing rational resistance and connecting with the part of the brain that's been making survival decisions for millions of years.

2장

The Three-Brain Theory: Meet Your Inner Decision Maker

We typically think of our brain as divided between left (logical) and right (creative) hemispheres, but neuroscience reveals a more complex structure with three distinct parts that evolved over different periods. The New Brain thinks rationally, processing language and logic. The Middle Brain processes emotions and gut feelings. But it's the OLD BRAIN-our primitive reptilian brain-that actually makes the final decisions after receiving input from the other two parts. This OLD BRAIN evolved millions of years ago as our survival mechanism, controlling our fight-or-flight responses. It remains fundamentally concerned with self-preservation above all else. While traditional sales approaches focus on appealing to the rational New Brain with features and specifications, neuroscientist Robert Ornstein's research shows this approach misses the true decision-maker. As Leslie Hart observes, "Much evidence now indicates that the OLD BRAIN is the main switch in determining what sensory input will go to the new brain, and what decisions will be accepted." Professor Antonio Damasio's research confirms this, demonstrating that patients with damage to emotional centers of the brain struggle to make even simple decisions despite intact logical reasoning. This explains the common sales paradox: having the objectively "best" solution doesn't guarantee success. Your rational arguments might be impeccable, but if they don't speak the language of the OLD BRAIN, the true decision-maker remains unconvinced. Understanding how to communicate with this primitive but powerful part of our brain is the key to persuasive success.

들리는 모든 단어를 눈으로 확인하세요

뇌를 공략하는 마케팅 기술 뉴로마케팅의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

3장

Speaking the OLD BRAIN's Language: Six Crucial Stimuli

The OLD BRAIN operates on a simple but powerful operating system that evolved long before human language. To communicate effectively with this decision-maker, you need to understand the six specific stimuli it responds to: 1. Self-centeredness: The OLD BRAIN cares exclusively about its own survival and well-being. While your New Brain might empathize with others' suffering, your OLD BRAIN simply registers relief that you weren't harmed. This is why effective messaging must frame everything in terms of "what's in it for me" from the prospect's perspective. 2. Contrast: The OLD BRAIN relies on clear distinctions-before/after, risky/safe, with/without-to make decisions. Without sharp contrast, it becomes confused and either delays decisions or makes none at all. This explains why before/after photos are so compelling in advertising. 3. Tangible Input: Abstract concepts like "flexible solution" or "integrated approach" confuse the OLD BRAIN. It prefers concrete ideas it can grasp: "more money," "unbreakable," or "24-hour turnaround time." The more tangible your message, the more readily the OLD BRAIN accepts it. 4. Beginning and End Focus: The OLD BRAIN pays heightened attention at the beginning and end of interactions but tends to forget what happens in the middle. This evolutionary trait helped our ancestors stay alert when first encountering potential threats and when preparing to leave a situation. Smart communicators place critical information at the beginning and repeat it at the end. 5. Visual Dominance: The optic nerve connects directly to the OLD BRAIN and processes information 25 times faster than the auditory nerve. This is why "seeing is believing"-visual messages reach the decision-maker with far greater impact than words alone. 6. Emotional Connection: The OLD BRAIN requires emotional activation to form long-term memories and make decisions. Emotional reactions create chemical events in your brain that directly impact how you process and remember information. Without this "emotional cocktail," meaningful memory formation becomes nearly impossible. These six stimuli form the foundation of neuromarketing. By incorporating them into your communication, you speak directly to the decision-maker in a language it instinctively understands, dramatically increasing your persuasive impact.

4장

The Four-Step Neuromarketing Methodology

To translate these six stimuli into practical selling techniques, Renvoise developed a four-step methodology that creates messages the OLD BRAIN can't resist: 1. Diagnose the PAIN: Since the OLD BRAIN is fundamentally concerned with survival, it's highly receptive to solutions that alleviate pain. Your first task is uncovering your prospect's true pain points-often below the conscious level-by asking probing questions and listening carefully. Like a doctor who questions patients about symptoms before prescribing treatment, you must thoroughly understand what hurts before offering relief. 2. Differentiate your CLAIMS: The OLD BRAIN needs clear contrast to make decisions. Rather than making generic claims like "We are one of the leading providers," position yourself as "the only provider of..." This sharp differentiation helps the OLD BRAIN quickly recognize your unique value. If you're not selling something unique, you're selling as much for your competitors as yourself. 3. Demonstrate the GAIN: Don't just talk about benefits; provide tangible proof that your solution specifically cures your prospect's pain. The OLD BRAIN needs concrete evidence to feel secure about a decision. This means showing, not telling, through customer stories, demonstrations, relevant data, or compelling visions. 4. Deliver to the OLD BRAIN: Your message must be formatted specifically for the decision-making part of the brain. This final step affects your selling probability as much as the other three factors combined, which is why Renvoise represents it with a cubic function in his formula: SP = (P x C x G) x D3, where SP = Selling Probability, P = Pain, C = Claims, G = Gain, and D = Delivery to the OLD BRAIN. These four steps create a comprehensive approach that addresses both what you say and how you say it-ensuring your message reaches the true decision-maker in your prospect's brain.

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

매일 새로운 인사이트를 10만 개 이상의 레슨에서 만나보세요
단어가 강조되어 오디오와 실시간으로 동기화됩니다
내 라이브러리를 저장하고 모든 기기에서 이용하세요

5장

Diagnosing PAIN: The Foundation of Persuasion

Effective selling begins with properly diagnosing your prospect's pain points. PAIN represents the gap between a desired state and an existing state, and it falls into three distinct categories: Financial PAIN affects economic performance and is easily measured. Examples include declining revenues, shrinking profit margins, or excessive costs. This type of pain appears on balance sheets and financial statements. Strategic PAIN impacts business processes used to develop, manufacture, and sell products or services. Examples include poor quality, declining market share, or inefficient operations. These pains are less visible and harder to measure than financial ones. Personal PAIN encompasses the feelings and emotions affecting decision-makers. Examples include stress, job insecurity, or fear of making mistakes. These pains often remain hidden but frequently drive decisions more powerfully than the other categories. The intensity of PAIN is crucial-don't waste time on temporary "itches" when prospects won't commit resources to resolve them. High-intensity PAIN manifests when significant resources are already being devoted to addressing the problem. Urgency relates to the consequences of not solving the PAIN. When negative outcomes are imminent or growing proportionately, prospects are more likely to act quickly. Without sufficient urgency, the OLD BRAIN will postpone decisions to deal with more survival-related priorities. Finally, ensure your prospect acknowledges their PAIN. When uncovering unique or previously unrecognized pain points, prospects need time to process and accept them-similar to how doctors confirm their diagnoses with patients. For effective diagnosis, use "Diagnostic Dialogue" techniques: suspend judgment to create trust, listen carefully for meaning beyond words, challenge assumptions to build dialogue on truth, and inquire and reflect by bringing new information through accurate restatement and deeper probing. Remember that selling without thorough diagnosis is like providing a cure when you're not sure what the disease is. The most successful persuaders spend more time understanding problems than pitching solutions.

6장

Creating Unique CLAIMS That Stand Out

If you're not selling something unique, you're selling as much for your competitors as for yourself. Unless your product is truly one-of-a-kind, defining what makes it unique is vital to capturing the OLD BRAIN's attention. CLAIMS create sharp contrast between your solution and competitors', and the highest impact comes from saying "We are the only provider of..." rather than the common "We are one of the leading providers of..." which fails to impact the OLD BRAIN because it offers no contrast. Even commodities like bread can be differentiated. A bakery in Paris might not have the highest quality bread, but if it's conveniently located on your path home, that location becomes its unique benefit. Every purchasing decision is influenced by something unique about the product or service-your job is to define your unique CLAIMS by treating your solution as an invention. Video projector manufacturers demonstrate this principle effectively-one sells the lightest projector, another the brightest, and a third the easiest to use. By emphasizing their unique strength, each company disqualifies competitors from that particular claim. When you can't claim market leadership, create a unique position like Avis did with "We Try Harder"-implying better service than market leader Hertz. Launched in 1963, this slogan became so synonymous with Avis and superior customer service that the campaign buttons were worn not just by employees but adopted by charitable volunteers and even U.S. soldiers in Vietnam. If finding something technologically unique is difficult, be creative with claims like being the "original," "Number One" in sales, the "recommended choice," or "genuine." The key is establishing clear contrast that helps the OLD BRAIN quickly understand why your solution stands apart.

들리는 모든 단어를 눈으로 확인하세요

뇌를 공략하는 마케팅 기술 뉴로마케팅의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

7장

Demonstrating GAIN: Proving Your Value

Having diagnosed your prospects' PAIN and discovered your unique CLAIMS, you must now prove your value proposition. While over 1,200 books discuss Value Proposition, they omit the importance of reaching the OLD BRAIN, which requires proof, not just talk. The OLD BRAIN, controlling our primitive survival mechanisms, resists new ideas-the pain of change can feel like physical torture. To influence it, provide tangible, hard evidence of your solution's value. Even when your product offers clear benefits exceeding its cost, it won't sell itself-you must deliver proof in terms the OLD BRAIN accepts. A startup seeking venture capital funding demonstrated this when presenting their wireless device after six other companies had failed to impress investors. Rather than showing projections like the others, they demonstrated a working prototype that investors could immediately use. The tangible proof created instant enthusiasm, leading to funding. Every purchase involves Financial, Strategic, or Personal costs, so you must demonstrate GAIN indisputably. GAIN (the difference between solution value and cost) must be perceived as relevant and tangible by the OLD BRAIN. There are four methods to demonstrate GAIN, ranked from most to least effective: 1. Customer Story (80-100% Proof): The strongest possible proof, especially when it comes directly from customers as testimonials. For example, "ABC company saved 5 cents per transaction using our system" allows prospects to calculate their own potential savings. 2. Demo (60-100% Proof): A short demonstration that proves a specific benefit without covering all features. Must be perfectly scripted to avoid failures. 3. Data (20-60% Proof): Financial calculations like "Our product saves 5 cents per transaction, equaling $175,000 per year for your 10,000 daily transactions." Less impactful than stories or demos because numbers don't strongly affect the OLD BRAIN. 4. Vision (10-40% Proof): The least tangible method, used when you lack other options. More effective when using metaphors or analogies. Creating a Proof of GAIN Matrix helps organize evidence across Financial, Strategic, and Personal categories. For each GAIN statement, provide at least one proof, using multiple pieces for critical points. Keep proofs simple and tangible to help the OLD BRAIN accept the value statement.

8장

Delivering to the OLD BRAIN: The Message Building Blocks

Even the most solid and logical message won't trigger a buying decision unless the OLD BRAIN understands it. To maximize impact, you need six essential Message Building Blocks: 1. Grabbers: The OLD BRAIN is most alert at the beginning of interactions. You must capture attention immediately or risk losing your prospect forever. The best Grabbers fall into five categories: - Mini-dramas showing a painful day in your prospect's life contrasted with the benefits of your solution - Wordplays that capture attention through creative language use - Rhetorical questions that prompt the OLD BRAIN to produce the answer you want - Props that symbolize what your solution could do - Stories that engage the OLD BRAIN on multiple levels 2. Big Picture: Visual input reaches the OLD BRAIN 25 times faster than auditory input. The Big Picture is a simple visual representation showing how your product positively impacts your prospect's world. Even more effective are Contrasted Big Pictures showing life without your product (emphasizing PAIN) and with your product (showing relief). 3. CLAIMS: These key selling points represent your solution's actual value. To make them memorable, keep them short, relevant, and repeat them frequently throughout your message. Limit yourself to three CLAIMS when possible, as research shows humans remember information best in sets of three. 4. Proofs of GAIN: After presenting your Grabber, Big Picture, and CLAIMS, deliver tangible proof to back it all up. Your objective should always be to present concrete evidence that builds confidence. 5. Handling Objections: Objections fall into two categories: misunderstandings and valid objections. For misunderstandings, restate the objection, physically step toward the prospect, hear them out, and deliver tangible proof. For valid objections like "price is too high," reframe by finding the positive side and tell a story that highlights this benefit. 6. Close: If you've followed the methodology correctly, sophisticated closing techniques become unnecessary. Simply repeat your CLAIMS one final time, ask for positive public feedback ("What do you think?"), and inquire about next steps ("Where do we go from here?"). These building blocks create a comprehensive framework for delivering messages that reach the true decision-maker in your prospect's brain.

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

매일 새로운 인사이트를 10만 개 이상의 레슨에서 만나보세요
단어가 강조되어 오디오와 실시간으로 동기화됩니다
내 라이브러리를 저장하고 모든 기기에서 이용하세요

9장

The Seven Impact Boosters: Maximizing Your Message's Power

To maximize the effectiveness of your Message Building Blocks, apply these seven powerful Impact Boosters: 1. Wording with "You": The OLD BRAIN is fundamentally self-centered, making "YOU" the most powerful word for reaching it. Don't say "The system uses 50% less energy" but "YOU will save 50% on your energy bill." This simple shift makes your message instantly more personal. 2. Your Credibility: Your credibility depends on six variables: - Creativity helps you stand out from competitors - Fearlessness signals confidence without desperation - Passion is contagious and impossible to fake - Integrity builds long-term relationships - Accessibility means aligning yourself with your audience - Expressiveness comes through your words (7%), voice (38%), and body language (55%) 3. Contrast: The OLD BRAIN requires sharp contrast to trigger decision-making. Without clear differentiation between your product and competitors, the decision-making process stalls. Create effective contrast by showing life before and after your solution or comparing you to competitors. 4. Emotion: When we experience strong emotions, our brains release hormones that act as memory makers and decision triggers. That's why you remember exactly where you were on September 11, 2001, but not what you ate for lunch yesterday. Creating emotionally charged experiences makes your message memorable and actionable. 5. Varying Learning Styles: People process information through three distinct channels: visual (40%), auditory (20%), and kinesthetic (40%). Well-crafted stories, mini-dramas and interactive demos engage all three channels simultaneously. Most business presentations rely too heavily on the auditory channel with text-heavy slides, missing opportunities to engage the visual and kinesthetic pathways. 6. Stories: Stories are the ultimate persuasion tool because they bypass rational defenses and speak directly to the OLD BRAIN. Our primitive OLD BRAIN can't distinguish between reality and a well-told story-which is why movies can make us cry despite knowing they're fiction. The most believable stories are true personal experiences told with passion and expressiveness. 7. Less is More: Rather than presenting all hundred features or thirty benefits of your product, focus only on the top three or even just the number one benefit that addresses your prospect's primary PAIN. The OLD BRAIN likes simplicity-it thinks, "If I buy a product that is more complex, the probability that something will go wrong is higher." Remove anything from your message that has no direct value. These Impact Boosters help your message reach the OLD BRAIN faster and more effectively, amplifying the impact of everything you communicate.

10장

Applying Neuromarketing in Everyday Situations

The principles of neuromarketing apply across virtually every communication context. Here's how to implement them in common business situations: For print ads, spend 75% of your time diagnosing the PAIN through market research and interviews. Since headlines deliver over 50% of an ad's power, they should be Grabbers that address PAIN and relief. Choose one or two CLAIMS maximum and focus your entire message around the PAIN they address. Make 80% of the ad visual with minimal text, and consider using contrast to show life before and after your product. When designing websites, identify different visitor groups with similar PAIN points and consider creating separate entry points for each. Use customer case studies with pictures and strong value statements for maximum OLD BRAIN impact. Include audio/video when possible, and focus on how you'll improve prospects' lives rather than talking about your company. For emails, research your prospect's industry, company, and personal situation to better assess their PAIN. Craft subject lines that compel opening, include visual graphics that load quickly, and keep messages concise (half a page or less). Make messages personal-even simple touches like including the prospect's company logo help appeal to the self-centered OLD BRAIN. In voicemails, keep messages extremely brief (20-30 seconds maximum). Don't start with your name, as prospects may delete messages from unknown callers. Begin with a short Grabber followed by a brief Proof of GAIN, then close with contact information. Your voice is your only highlighter, so practice your tone and speed. For presentations, conduct one-on-one meetings with stakeholders beforehand to confirm their specific PAIN points. Use all Message Building Blocks: Grabber, Big Picture, CLAIMS, Proofs of GAIN, Handling Objections, and Closing. Keep presentations under one hour, use real pictures and video clips, involve the audience, minimize text, and maintain eye contact. In job interviews, research thoroughly why the company is recruiting and what PAIN they experience without someone in this position. Prepare concrete evidence of past achievements with specific statistics, like "Under my management, sales grew 45% in 5 years." Position yourself as an expert perfectly matched to their needs, and deliver your message using all six OLD BRAIN stimuli.

들리는 모든 단어를 눈으로 확인하세요

뇌를 공략하는 마케팅 기술 뉴로마케팅의 각 단어가 오디오에 맞춰 실시간으로 강조되어 편하게 따라 읽을 수 있습니다.

11장

The Revolutionary Impact of Neuromarketing

Neuromarketing represents a fundamental shift in how we approach persuasion and influence. By understanding and speaking directly to the brain's true decision-maker, we can dramatically increase our effectiveness in sales, marketing, and communication across all contexts. This science-based approach has transformed how leading companies design their marketing campaigns and how successful salespeople structure their pitches. The principles outlined in this book-diagnosing PAIN, differentiating CLAIMS, demonstrating GAIN, and delivering to the OLD BRAIN-provide a comprehensive framework for creating messages that reach past rational resistance to connect with the part of the brain that actually makes decisions. For example, when Apple launches a new product, they don't just list features - they demonstrate how their innovation solves specific user frustrations (PAIN) and delivers unique benefits (GAIN) that competitors can't match (CLAIMS). When you incorporate the six stimuli that the OLD BRAIN responds to, you speak a language that this primitive but powerful part of our brain instinctively understands. These stimuli include: • Self-centeredness: Focusing on the individual's survival and wellbeing • Contrast: Creating clear before/after scenarios • Tangible input: Using concrete examples over abstract concepts • Beginning and end focus: Positioning key messages strategically • Visual dominance: Leveraging the power of images and demonstrations • Emotional connection: Tapping into fundamental human feelings Major brands like Nike, Coca-Cola, and Amazon have mastered these principles, which is why their marketing resonates so deeply. Nike doesn't sell shoes - they sell personal achievement. Coca-Cola doesn't sell soda - they sell happiness and connection. Amazon doesn't sell products - they sell convenience and instant gratification. Whether you're selling products, ideas, or yourself, these neuromarketing techniques give you a decisive advantage by aligning your communication with the way our brains naturally process information and make decisions. For instance, successful job candidates don't just list qualifications - they tell compelling stories that demonstrate their impact. Effective salespeople don't just present features - they create emotional connections through relevant examples and vivid imagery. The next time you find yourself trying to convince someone of anything-whether it's a major purchase decision or simply where to have dinner-remember that the true decision-maker isn't their rational mind but their OLD BRAIN. By focusing on immediate personal relevance, creating clear contrasts, using concrete examples, and building emotional connections, you can communicate in ways that bypass rational resistance and speak directly to the decision-making center. Speak its language, and you'll find yourself with influence you never thought possible, achieving results that traditional persuasion techniques simply cannot match. Real-world success stories consistently show that organizations and individuals who embrace these neuromarketing principles consistently outperform those who rely on conventional approaches. The science is clear: when we align our communication with how the brain naturally processes information, we achieve breakthrough results in persuasion and influence.

★★★★★

뇌를 공략하는 마케팅 기술 뉴로마케팅 완독을 축하합니다

100만 명 이상의 학습자가 사랑합니다

“23일째 매일 사용하고 있어요. 이제 제 일상의 한 부분이 되었습니다.”

jayallen

뇌를 공략하는 마케팅 기술 뉴로마케팅의 핵심 주제

consumer neuroscience
primitive brain persuasion
decision making stimuli
cognitive sales methodology
subconscious buyer behavior

뇌를 공략하는 마케팅 기술 뉴로마케팅의 명언

The OLD BRAIN cares exclusively about its own survival and well-being.
Without sharp contrast, it becomes confused.
The more tangible your message, the more readily the OLD BRAIN accepts it.
Seeing is believing-visual messages reach the decision-maker with far greater impact.
Effective selling begins with properly diagnosing your prospect's pain points.

뇌를 공략하는 마케팅 기술 뉴로마케팅의 등장인물

Patrick RenvoiseAuthor and developer of the neuromarketing model
Robert OrnsteinNeuroscientist whose research informs the theory
Leslie HartResearcher who studied the brain's decision switch

저자 소개

*뉴로마케팅(Neuromarketing)*의 저자이자 세계적으로 인정받는 뉴로마케팅의 선구자인 패트릭 렌보아제(Patrick Renvoise)는 세계 최초의 뉴로마케팅 에이전시인 세일즈브레인(SalesBrain)을 공동 설립했습니다. 프랑스 국립 응용과학원(INSA)에서 컴퓨터 공학을 전공한 렌보아제는 수상 경력에 빛나는 NeuroMAP® 모델을 통해 신경과학과 마케팅을 연결하며, 원시 뇌가 어떻게 구매 결정을 내리는지 해독합니다.

그의 20년 이상의 경력에는 NASA, 보잉, 에어버스에 슈퍼컴퓨터를 판매한 경험이 포함되어 있으며, 이후 마이크로소프트와 지멘스 같은 포춘 500대 기업들을 위해 과학적 근거에 기반한 전략을 개발해 왔습니다.

렌보아제는 15개 이상의 언어로 번역된 베스트셀러 *설득의 코드(The Persuasion Code)*를 공동 집필했으며, 링크드인 러닝(LinkedIn Learning)의 우리가 줌(Zoom)을 싫어하는 이유와 신경과학이 도울 수 있는 방법을 제작했습니다. 그의 프레임워크는 2,000개 이상의 조직에서 임원들을 교육하고 현대적인 팀들을 위한 원격 판매 전술을 강화하는 데 사용됩니다. 뉴로마케팅은 뇌가 반응하는 메시지를 찾는 마케터들에게 기초가 되는 텍스트로 남아 있으며, 그 원칙은 기술에서 의료에 이르기까지 다양한 산업 전반에 채택되고 있습니다.

뇌를 공략하는 마케팅 기술 뉴로마케팅 요약 다운로드

뇌를 공략하는 마케팅 기술 뉴로마케팅 요약을 무료 PDF 또는 EPUB으로 받으세요. 인쇄하거나 오프라인에서 언제든 읽을 수 있습니다.

다른 사용자들도 좋아한 책

Roger Dooley

Douglas Van Praet

David Lewis

Martin Lindstrom

Branding Between the Ears

Sandeep Dayal

Renegade Marketing

Drew Neisser

The Power of Instinct

Leslie Zane

The Psychology of Business Success: Where Mind Meets Market 책 표지

3 sources

The Psychology of Business Success: Where Mind Meets Market

이 책에 대한 FAQ

더 알아보기

학습 계획

Neuromarketing

This learning plan bridges the gap between cognitive science and commercial application, offering a competitive edge in a crowded marketplace. It is ideal for marketers, brand strategists, and entrepreneurs who want to master the subconscious drivers of consumer behavior.

5 h 4 m•4 섹션

학습 계획

The Psychology of Growth

This plan is essential for entrepreneurs and marketers who want to move beyond surface-level tactics and master the science of persuasion. It provides a deep dive into how the human brain makes decisions, making it perfect for anyone looking to increase conversion rates through psychological insight.

1 h 36 m•4 섹션

학습 계획

Neuro, Psych & SaaS: Creative Niche Mastery

This learning plan bridges the gap between cognitive science and software entrepreneurship, offering a unique competitive edge in a crowded market. It is ideal for product designers, founders, and creative innovators looking to build deeply engaging SaaS products rooted in human psychology.

4 h 18 m•4 섹션

학습 계획

Understand & influence human decision-making

In an era of information overload, understanding the hidden mechanics of the mind is a critical competitive advantage. This plan is ideal for leaders, marketers, and designers looking to leverage behavioral science to drive better results and ethical engagement.

4 h 40 m•4 섹션

학습 계획

Master Buying Psychology & Value Perception

This learning plan is essential for marketers, entrepreneurs, and sales professionals who want to move beyond guesswork and understand the biological drivers of commerce. It bridges the gap between academic behavioral science and practical business application to drive measurable growth.

5 h 28 m•4 섹션

학습 계획

The Psychology of High-Impact Conversion

This plan is essential for growth marketers and sales professionals looking to merge behavioral science with data-driven optimization. It provides a unique framework for mastering both the digital funnel and the psychological triggers that lead to a final close.

1 h 30 m•3 섹션

학습 계획

The Neuroscience of Manifestation

This plan bridges the gap between self-help and science, offering a biological perspective on achieving goals. It is ideal for high-performers and skeptics alike who want to leverage brain science to increase their personal agency and effectiveness.

1 h 30 m•3 섹션

학습 계획

The Neurobiology of Sales Resilience

This program is essential for sales professionals facing high burnout or rejection fatigue. It combines neurobiology with practical sales tactics to help teams maintain peak performance under pressure.

1 h 30 m•3 섹션

샌프란시스코에서 컬럼비아 대학교 동문들이 만들었습니다

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

웹에서 BeFreed가 어떻게 논의되고 있는지 더 보기

샌프란시스코에서 컬럼비아 대학교 동문들이 만들었습니다

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

웹에서 BeFreed가 어떻게 논의되고 있는지 더 보기

지금 바로 학습 여정을 시작하세요

11장

뇌를 공략하는 마케팅 기술 뉴로마케팅

개요뇌를 공략하는 마케팅 기술 뉴로마케팅 개요

한 권의 책, 다양한 듣기 방식.

Rewiring the Brain's Buy Button: The Science of Persuasion

The Three-Brain Theory: Meet Your Inner Decision Maker

들리는 모든 단어를 눈으로 확인하세요

Speaking the OLD BRAIN's Language: Six Crucial Stimuli

The Four-Step Neuromarketing Methodology

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

Diagnosing PAIN: The Foundation of Persuasion

Creating Unique CLAIMS That Stand Out

들리는 모든 단어를 눈으로 확인하세요

Demonstrating GAIN: Proving Your Value

Delivering to the OLD BRAIN: The Message Building Blocks

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

The Seven Impact Boosters: Maximizing Your Message's Power

Applying Neuromarketing in Everyday Situations

들리는 모든 단어를 눈으로 확인하세요

The Revolutionary Impact of Neuromarketing

뇌를 공략하는 마케팅 기술 뉴로마케팅 완독을 축하합니다

뇌를 공략하는 마케팅 기술 뉴로마케팅의 핵심 주제

뇌를 공략하는 마케팅 기술 뉴로마케팅의 명언

뇌를 공략하는 마케팅 기술 뉴로마케팅의 등장인물

저자 소개

뇌를 공략하는 마케팅 기술 뉴로마케팅 요약 다운로드

다른 사용자들도 좋아한 책

이 책에 대한 FAQ

What is "Neuromarketing" by Patrick Renvoise and Christophe Morin about?

Who should read "Neuromarketing"?

Is "Neuromarketing" worth reading?

What are the six stimuli that influence the old brain according to "Neuromarketing"?

더 알아보기

1,000,000+ curious minds.

1,000,000+ curious minds.

한 권의 책, 다양한 듣기 방식.

Rewiring the Brain's Buy Button: The Science of Persuasion

The Three-Brain Theory: Meet Your Inner Decision Maker

들리는 모든 단어를 눈으로 확인하세요

Speaking the OLD BRAIN's Language: Six Crucial Stimuli

The Four-Step Neuromarketing Methodology

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

Diagnosing PAIN: The Foundation of Persuasion

Creating Unique CLAIMS That Stand Out

들리는 모든 단어를 눈으로 확인하세요

Demonstrating GAIN: Proving Your Value

Delivering to the OLD BRAIN: The Message Building Blocks

뇌를 공략하는 마케팅 기술 뉴로마케팅에서 더 많은 것을 얻으세요

The Seven Impact Boosters: Maximizing Your Message's Power

Applying Neuromarketing in Everyday Situations

들리는 모든 단어를 눈으로 확인하세요

The Revolutionary Impact of Neuromarketing

뇌를 공략하는 마케팅 기술 뉴로마케팅 완독을 축하합니다

다른 사용자들도 좋아한 책

더 알아보기

뇌를 공략하는 마케팅 기술 뉴로마케팅 개요