Understanding Buyers Books

The full title of this book by Peter A Schaible is

The secret weapon of a master direct response online copywriter: How to position your brand for success, based on the research of Swiss psychiatrist Carl Jung

In my review at Amazon.co.uk, I gave the book Four Stars. This means it is Good and Well Worth Reading.

Here is my book review.

Very interesting way to think about customers

The book explains how the three parts of the brain – reptilian (primitive fight or flight survival), limbic (emotions) and neocortex (rational thought) – are affected by marketing.

It then goes on to explain the 12 archetypes based on the work of the early psychologist, Carl Jung. [continue reading…]

The full title of this book by Amitav Chakravarti and Manoj Thomas is

“Why People (Don’t) Buy: The Go and Stop Signals“.

In my review at Amazon.co.uk, I rated it as a FOUR stars book, meaning it is good to very good.

This is what I wrote.

Fascinating but quite academic

In my business coaching, I sometimes talk about the Buy or Don’t Buy Scales where buyers weigh the reasons to buy against the reasons not to buy consciously or subconsciously.

This book takes the same principles in terms of buying go and stop signals but adds more more meat to my simple analogy. [continue reading…]

The full title of this book by Brian Burns is

How and Why Large Companies Make Product Selections: You Know How to Sell, Now Learn How Companies Buy

In my review posted on Amazon.co.uk, I gave the book Three Stars, meaning it is Worthwhile.

Here is my book review

Best for complex or large items

This is an interesting book that aims to explain the issues involved with selling to large businesses.

It starts with six myths but I thought they were stretched to make various points. I find it hard to believe that any are widely held. [continue reading…]

The full title of this book by Roger Dooley is

“The Persuasion Slide – A New Way to Market to Your Customer’s Conscious Needs and Unconscious Mind: Use Psychology and Behavior Research to Influence and Persuade“.

In my review of the book posted on Amazon.co.uk, I rated it at the Four Stars level. This means I consider the book to be good to very good.

Here is my book review.

A nice mental model of the buying process

Copywriters have talked about the slippery slope or greasy slide for many years. It’s a metaphor for building up momentum as the copy is read, as the person moves from “this looks interesting ” to “I must have this in my life, right now”. [continue reading…]

The full title of this book by by Richard G. Lewis is

Customer Avatar: Define Your Ideal Customer Profile

In my review posted on Amazon.co.uk, I gave it Three Stars.

Here is my review.

A short summary that introduces the idea rather than being a definitive source

This short book looks at how to create a customer profile or avatar for the best customer in your market and in particular uses the Facebook Audience Insights to get information. [continue reading…]

The full title of this book by Sarah Arrow is

Zero to Psychographics: Your guide to uncovering your target audience using psychographics

In my review posted on Amazon.co.uk, I gave it Three Stars. This means Worthwhile.

Here is my book review.

A short introduction that’s quite technical

It’s common sense but your potential market is made of up many different types of people in different situations and with different goals and motivations.

When you’re in a one-to-one selling situation, some of the differences are easy to identify (sex, age etc) and some well thought through questions and careful listening can help you clarify exactly what is likely to drive a particular person to need, want and therefore consider buying your product or service. [continue reading…]

In my review posted on Amazon.co.uk for

“7 Secret Motivators That Drive Your Customers to The BUY Button“,

I gave the book a rating of Four Stars. This means I think it is good.

Here is my book review.

A nice introduction to why people buy

This is a nice, short introduction to buy people buy the things they do and, as a consequence, how you can link your products and services to one or more of these needs to encourage extra sales. [continue reading…]

The full title of this book by Lindsay Spencer-Matthews is

“Reading Customers Minds: Why Customers Don’t Buy From You And What To Do About It“.

In my review posted on Amazon.co.uk, I gave the book a rating of Five Stars. This means I think it is Excellent.

Here is my book review.

Very interesting and well worth reading if you have a colour screen

This interesting book is written by a psychologist with 20 years practical experience who has previously worked in sales and marketing.

The author contrasts what you know and what a customer knows using set theory diagrams. I’m a visual thinker so I like the clarity of this approach but unfortunately the diagrams don’t come out well on a standard Kindle reader with its black and shades of grey contrasts. [continue reading…]

The full title of this book by Bryan and Jeffrey Eisenberg with Anthony Garcia is

“Buyer Legends: The Executive Storyteller’s Guide“.

In my review posted on Amazon.co.uk, I gave the book a rating of Four Stars. This means I think it is good.

Here is my book review.

Customer persona plus use situation and moments of truth

This book, by introducing the concept of buyer legends, tries to solve a problem with marketing where all the little improvements you make don’t add up to a big improvement because some cancel out others in a one step forward, one step back dance.

Basically a buyer legend is a story that combines a customer persona with a use situation and the moments of truth in the buying process. [continue reading…]