by Paul Simister
on January 8, 2016
The full title of this book by Harry Beckwith is
Unthinking: The Surprising Forces Behind What We Buy
In my review posted on Amazon.co.uk, I gave the book Two Stars.
Long-winded and very American
Harry Beckwith made his name with the book “Selling The Invisible” which is generally recognised as a classic.
I’m fascinated by the ideas behind why we buy what we buy and academic subjects like behavioural economics and neuromarketing have given us considerable insight into how the mind works and how it can be guided or misguided.
I had high hopes of this book but I found it long-winded. The author makes some good points but the contents feels very padded and it’s hard to pick out the nuggets from the stories. It would have helped to have separated theories and concepts from the examples.
The book is also very American based and therefore, for British readers, much of the power of the many examples is lost because we can’t recognise the cultural references and marketing campaigns. At least I can’t and that’s why I asked for a refund.
This is an important subject but I think there are better books out there.
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by Paul Simister
on December 7, 2015
The full title of this book by Harry Washburn and Kim Wallace is
“Why People Don’t Buy Things: Five Proven Steps to Connect with Your Customers and Dramatically Increase Your Sales“.
In my review on Amazon.co.uk, I rated this book as Four Stars. This means I think it is Good and Well Worth Reading.
Here is my book review.
How to adjust your sales process to the different types of buyers
This is an interesting book and stands out from a traditional sales training book which looks at topics like prospecting, getting past the gatekeeper, handling objections and closing.
One minor gripe is that I don’t think the title reflects the book. I didn’t get the book I thought I was buying. The focus is very much on the customer or buyer, their buying process and how you can use buyer path selling. [continue reading…]
by Paul Simister
on May 13, 2015
The full title of this book by Phil Barden is
Decoded: The Science Behind Why We Buy
In my review posted on Amazon.co.uk, I gave the book Three Stars. This means Worthwhile.
Here is my review.
I hoped that I’d get more from it
The book starts with the thinking fast and slow ideas of unconscious and conscious deliberation and then links these concepts into marketing.
It’s mainly written for marketing executives within large fmcg companies and while I found some of it interesting, I’ve come across much of the content in other neuromarketing type books. You might have the same problem. [continue reading…]
by Paul Simister
on March 7, 2014
In my review of
Neuromarketing For Dummies
by Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl posted on Amazon.co.uk, I gave the book Three Stars. This means Worthwhile.
Here is my review.
Mixed feelings
This is quite a technical introductory book about the exciting, relatively new field of neuromarketing. If I’d have been reading it for study rather than practical purposes, I’d have finished up with a long list of definitions to learn. [continue reading…]
