What is your story? Is it engaging? Does it sell?
All marketers are familiar with the expression Unique Selling Proposition or USP (essentially a unique claim). Brian Clark in CopyBlogger puts a twist on those letters with “story” substituting for “selling.”
In reality, there is little difference between the two because of the power of stories to sell. Stories sell because they touch emotional cords that facts and logic do not. Stories make powerful and meaningful connections. They become like old, trusted friends.
In Your Unique Story Proposition, Brian suggests creating a story that can serve as the basis for a sales letter and, further, bring life to a stuffy sales plan.
For the story he suggests:
- Focusing on what you offer customers or clients that your competitors do not.
- Coming up with a newsworthy headline but not a benefit-driven headline that screams “sales pitch.”
- Describing your benefits using a short anecdote, and relate it to a real customer experience.
- Now, and only now, relating your benefits in terms relevant to the customer.
- Ending with a clear call to action.
Once you’ve experienced the power of stories to sell you will never approach a marketing or sales opportunity without one. And stories can be made more powerful when neuromarketing principles are used.
In
Use Stories to Help Sales And Marketing Sell More you’ll learn the 6 neuromarketing triggers that can ignite the buying button in your customer’s brain. And take a peek at
Why You Should Write Your Corporate Short Story to get you over the hurdle of developing a true strategic plan.
And from there you can create your own powerful Unique Story Proposition.
Want some advice about using stories to sell? Just
contact me here and mention USP.
Photo Credit:
ClaraDon via flickr CC
From the C-Suite down, brain energy is your most important business asset, more important than cash flow, brand equity, and market share. That's because you need brain energy to survive. The consequence of the lack of energy is obvious.
But business executives often act as if brain energy were a cheap commodity, easily replenished. It's not, and understanding why can have dramatic impact on the success of your business and personal growth. One way to conserve brain energy and maximize its return is to Makes Things Simple.
Here's what Dean Minuto has to say about making things simple.
Your brain is the most energy-consumptive organ in your body. It uses 25% (one quarter) of all your body's energy. And for one primary purpose: keeping you alive.
It is not in our species' best interest for our brain to burn energy. Our brains are wired to save energy.
The brain likes things that are simple--things that it can touch and feel. Simple things don't require the brain to burn energy.
Simple, easy, real.
What the scientists call "tangible".
Every person you want a yes from is looking to understand your message, without needing an instruction manual.
- How simple can you make your message?
- How much energy are you making people use to understand your message now?
- How easy is it for them to hear the signal from radio station WIIFM (What's In It For Me)?
Success in selling is about making it simple.
HOW NEUROMARKETING SPEAKS TO THE BRAIN IN SIMPLE TERMS
Neuromarketing principles can help you speak to the brain - your customers's brains, your management teams' brains - in simple, effective, and persuasive ways that conserve energy. Learn more with Neuromarketing Basics for Marketing and Sales, or go to an entire section devoted to neuromarketing.
IS IT TIME TO RE-THINK YOUR MARKETING STRATEGY AND SELL MORE?
Click here to download How to Re-Think Your Marketing Strategy and Sell More: 10 Ideas to Get You Started.
Photo credit: boliston via flickr
Top executives need the information and solutions you possess. You need to shape them in a way that meets their needs and personal style, and to deliver it powerfully to their "buying brain." Here are 2 articles that can help you sell your solutions more effectively to the C-Suite.
5 Tips for Presenting to Executives
In this article, Bruce Gabrielle, author of Speaking PowerPoint: the New Language of Business, identifies 5 tips to keep in mind to ace your next executive presentation. Here's a summary of the 5 tips (see the full article for details):
- Get to the point in one minute.
- Talk about problems winning in the marketplace.
- Sell a vision before discussing the details.
- Lead with stories, not data.
- Don't be afraid of executives; be afraid FOR them.
This article also contains a PowerPoint presentation on Slideshare.
How to Sell More to the C-Suite With Neuromarketing and Focused Content
This article combines insights from Roanne Neuwirth's post "How to Reach the C-Suite with Content" with how neuromarketing principles can help deliver the content more powerfully.
For example, Neuwirth says that executives need and value:
- A focus on outcomes
- A clear path to value for time invested
And, among the items to include in presentations, she suggests:
- Hard facts
- Actionable and timely information
- Present a provocative vision for future possibilities
NEUROMARKETING
Neuromarketing principles help to create content and deliver it so that it triggers buying decisions. The 6 stimuli that trigger buying decisions are summarized here:
-
Self-centeredness: Focus entirely on your prospect and liberally use the "you and your" words. Avoid talking about yourself and your company.
-
Contrast: Create maximum contrast among your solutions and competitive alternatives.
-
Tangible Input: Use numbers and easily grasped words like "more money" rather than concepts and esoteric statements.
-
The Beginning and the End: Place the most important content in the beginning (focused on the "you"), repeat it at the end, and repeat it as often as necessary during the course of the communication to regain interest.
-
Visual Stimuli: Use visual stimuli which are processed faster than words and concepts.
-
Emotion: Content is best remembered when it is experienced with strong emotions. Use stories to help create emotion.
SUMMARY
Both articles provide valuable tips to selling to the C-Suite and complement each other. Neuromarketing helps you to deliver your message more effectively.
What to go farther, faster? You may need to re-think your marketing strategy. Click here for the article How To Re-Think Your Marketing Strategy And Sell More, or download the detailed whitepaper here.
Why do some executives succeed and others fail?
Is there a secret "success code"?
Perhaps there is. Astonishingly, it may originate in the part of the brain that has helped us survive for hundreds of millions of years, the old "reptilian" brain. Could the secret of success today be found in the brain we share with reptiles?
The Darwin Code
The Darwin Code is an idea drawn from success stories, the habits of successful executives, and the new principles of successful marketing.
The Survival Instinct
Our greatest instinct is survival and this instinct powerfully manifests itself today. Yet, we may not recognize it or even be consciously aware of it. Here are 3 survival actions:
1. To uncover threats quickly and fix them.
2. To save energy. It is important to note that this includes saving mental energy.
3. To find food; to aggressively pursue what sustains you, gives you energy. This last point is figurative and can include money, power and position.
The survival instinct is rooted in the part of the brain that developed over 400 million years ago. This old brain responds to certain stimuli, and is distinct from our middle (emotional) brain and the new (rational) brain.
Neuromarketing And Actions That Promote Success
In business, knowledge of the survival instinct is being leveraged via the art and science of neuromarketing to connect sellers with consumer buy buttons. SalesBrain is leading the charge. It has identified 6 principles that push the buy button. I've translated those principles into actions that promote success:
1. Self-centeredness: successful executives are self-centered, the ultimate survival focus.
2. Contrast: successful executives respond to contrast because contrast speeds decision making and reduces (mental) energy.
3. Tangible Input: successful executives respond favorably to tangible (versus complex or conceptual) input because tangible input helps them to quickly focus on the most relevant outcomes.
4. The Beginning and the End: successful executives are more efficient at interpreting the essence of communication by piecing together pieces of information, often what is presented at the beginning and end of communications. The brain does not focus on all input, but on what it deems critical, and then pieces together the rest of the story. This saves (mental) energy.
5. Visual Stimuli: successful executives respond favorably to visual stimuli because these stimuli are processed faster than words and concepts, and are more closely related to identifying threats and opportunities.
6. Emotion: successful executives use emotions as the glue that binds all the data they receive.
How Executives Focus on Information
Consistent with these principles is the following summary of the kind of information executives need and value. Note how focused these points are to saving time and energy:
1. Focus on outcomes
2. Provide a clear path to value for time invested
3. Use authentic and respected sources
4. Do not waste time on "salesy" pitches and lightweight stories
Recently posted in the online Harvard Business Review, Peter Bregman addresses the need for executive focus to, again, save critical energy for the most important actions. He says,
"Never before has it been so important to say 'No.' No, I'm not going to read that article. No, I'm not going to read that email. No, I'm not going to take that phone call. No, I'm not going to sit through that meeting."
Darwin Code Hypothesis
Successful executives (and successful individuals in general) are those who, consciously or not, have honed their survival instincts for the marketplace (or any endeavor). This is the Darwin Code: a superior strategic and tactical focus on survival actions.
How tantalizing it is to think that success may be as simple as honing our primordial survival instincts for today's marketplace.
Interested in how the Darwin Code can help your business succeed? Click the Darwin Code button, below.
Once you’ve experienced the power of stories to sell you will never approach a marketing or sales opportunity without one.
Apply neuromarketing principles to stories to trigger your customers’ buy buttons.
WHY STORIES WORK
Stories derive their power by appealing to our earliest brain (we have three) that evolved hundreds of millions of years ago. To our old brain, stories are like old, trusted friends.
STORIES APPEAL TO OUR SURVIVAL INSTINCT
The old brain is our instinctual, survival brain. The brain composes just 2% of body mass but can consume as much as 25% of its energy. Its purpose is to help us survive by preserving energy and avoiding wasting energy. This means using energy efficiently, effectively, and as sparingly as possible. Selling effectiveness can be interpreted as appealing to the survival instinct of your customers.
To the old brain of your customers, great stories are stories of survival. These gain attention, engage the customer with your message, and trigger their buy button.
HOW STORIES WORK
Stories stimulate our old brain is positive and productive ways. According to SalesBrain, the old brain is stimulated in only 6 ways, and the most powerful selling stories contain these 6 stimuli:
1. Focused on the listener (Self-centeredness): the old brain is exclusively concerned with its own survival. Only what threatens or protects its survival is important; the survival of others is not its concern.
2. Contrast: contrast makes it easy for the old brain to distinguish between what is or is not important. The more contrast, the more the old brain takes notice.
3. Tangible: the more tangible the deliverables in a story, the more appealing the story. The old brain does not want to conceptualize or think deeply about what it hopes to gain.
4. Beginning and End: The old brain prefers to have a strong beginning and end to the story, with both focused on what’s in it for the listener. In this way, the brain more easily replicates the full story with ease and without much energy.
5. Visual: concrete visuals (e.g. props) and visually exciting words trigger the old brain and keep it activated.
6. Emotion: emotions help trigger the stimuli and are the glue that holds the story together.
PAIN MAKE STORIES MORE POWERFUL
Focus on pain over benefits. The removal of pain is more important that the gain of benefits.
POWER FORMULA FOR WRITING STORIES
Center your story and presentation around your customers’ pain, make it tangible with concrete examples, make it visual, add emotional components like fear and drama, and differentiate your product or service by ending with a high contrast relief to the beginning pain.
HOW TO UNCOVER AND WRITE YOUR STORIES
Contact me to discuss how we can uncover and write your most powerful selling story.
Photo Credit: via flickr creative commons alicepopkorn.
Learn more from this webinar produced by SalesBrain on the power of stories. This served as the basis of much of the content in this blog post.
Ever wonder what a success story feels, looks, sounds, smells and tastes like? Here it is: a huge marketing success story with neuromarketing connections. It's inspirational and highly instructive, and combines entrepreneurship with brilliant strategy. (New to neuromarketing? Find helpful articles
here.)
The Umpqua Bank Success StoryThis story comes from a blog post on the Harvard Business Review Blog Network by Bill Taylor, cofounder of Fast Company magazine. Entitled
Find the Revolution Before It Finds You, Taylor tells the story of Ray Davis, president and CEO of Umpqua Holdings and the transformation he made at
Umpqua Bank.
Davis grew a plain vanilla bank in southern Oregon in 1994 with 6 offices and $150 million in assets to one of the industry's rising stars with 183 branches, $11 billion in assets, and a footprint that stretches from Seattle to San Francisco.
It's not just shifting the paradigm. It's crashing and burning and nuking the paradigm!Umpqua's growth had little to do with the products it markets, which are virtually identical to its competitors. Success came from creating a one-of-a-kind value proposition. "What's distinctive about Umpqua has to do with how it offers these products-its commitment to reimaging the experience of interacting with a bank" says Taylor.
Reimaging How A Bank Feels, Looks, Sounds, Smells and TastesHow The Bank FeelsDavis is quoted as saying, "We don't want the experience of banking here to feel like banking anywhere else." That's why the bank is designed to appeal all human senses. Beautifully appointed branches host community activities in addition to banking activities. These include book clubs, movie nights, knitting and gossip groups, and Wii bowling leagues that compete on a 144-inch high definition screens.
How The Bank LooksBank branches evoke the spirit of a sleek hangout space, more like Starbucks or a well-appointed art gallery than the neighborhood savings-and-loan. (Note the word "spirit:" how often do see it in marketing strategy? Not often enough!)
How The Bank SoundsIt's filled with the sound of music. The bank signs indie bands to its Discover Local Music project and invites customers to listen to songs on in-branch kiosks or download them from the Web. It even sells compilation CDs of the best songs.
How The Bank SmellsBeing in the Pacific Northwest, it's no surprise that the bank has chosen to focus on the smell of coffee. Branch employees are happy to brew customers a cup of the bank's own Umpqua Blend, which it also sells by the pound.
How The Bank TastesEvery transaction ends with a piece of gold-wrapped chocolate served on a silver platter.
How The Bank Succeeded-A Lesson For All BusinessesThe bank succeeded by:
- Changing the conversation with customers and the community
- Making itself interesting in a world where most banks are boring
- Becoming a passion brand in an industry sorely devoid of passion
The Neuromarketing ConnectionWhile there's no indication that Davis consciously followed a neuromarketing strategy, all the elements contributing to his success have neuromarketing connections.
The Customer's Buy ButtonIn
Neuromarketing: Understanding The Buy Buttons In Your Customer's Brain, authors Renvoise and Patrick state that, of the three brains that we all possess, it is the old brain that triggers decisions. (See
Marketing To Your Customer's Brain for details on our three brains.)
According to Renvoise and Patrick, here are three stimuli that speak to the old brain. "Incorporating these ... stimuli will give you fast access to the old brain and will immediately improve your ability to sell, market, and communicate."
1. Visual Stimuli: The old brain prefers visual stimuli which are processed faster than words and concepts. Umpqua Bank has many stimulating visuals, from decor to Wii set-ups.
2. Self-Centeredness: the customer is interested in himself or herself. Umpqua Bank has clearly focused on the customer.
3. Contrast: contrast vs. competitors helps customers identify what's best for them. Umpqua Bank is differentiated from its competitors clearly, prominently, and substantially,
Emotion
We remember events better when they are experienced with strong emotions. Umpqua Bank's emotion is "fun".
"Some customers are waiting to see their banker, and others are bowling! It's incredible. It creates an environment where people say, 'That was fun, let's go back.'"
Appealing To All The SensesAccording to Martin Lindstrom
(Buyology: Truth and Lies About Why We Buy) "…visual images are far more effective, and more memorable, when they are coupled with another sense— like sound or smell." Not only has Umpqua Bank leveraged smell and sound, but has included taste and feel.
KEY TAKEAWAYS1. This is a huge success story about
revolutionizing an industry through radical differentiation. It's a story that every business owner in any industry can write for themselves.
2. Neuromarketing concepts pervade business, often without our realization. The more we know about neuromarketing, the greater our opportunity to succeed like Umpqua Bank.
START HERE TO BUILD YOUR OWN SUCCESS STORYInterested in creating your own huge success by radical differentiation and the application of neuromarketing concepts? I'd be delighted to explore the possibilities with you. Just
connect with me here and mention this article.
Photo Credit: Umpqua Facebook Page
It's a given in marketing: sales improve when content is aligned with the buying cycle or sales funnel.
There are many outstanding content alignment tips to consider, and an excellent compilation was produced by Jodi Harris: "The Content Match Game: Tips for Better Content Alignment Throughout the Buying Cycle."
Neuromarketing can improve the content that is delivered, enhancing the return-on-alignment even further.
Here is a mashup of sorts that combines Jodi's alignment tips with practical neuromarketing tactics.
What I Did
I started with a buying process framework presented by Eloqua's Joe Chernov and Elle Woulfe. This process identifies the four categories of potential customers, who they are and what content they need. Next I overlayed a practical neuromarketing business model found at SalesBrain, a neuromarketing agency.
Neuromarketing, Content and The Four Consumer Categories of the Buying Cycle
SUSPECTS
Who they are: every possible person who fits the criteria of your target market but hasn’t yet taken any action after accessing your content
What they need: information without selling, such as:
- Infographics
- Non-demo videos
- “Infotainment” content
Neuromarketing tactics:
- Engage the buying brain of the suspect with content aimed at their self-interest (using the "you" and "your" words liberally).
- Use multiple message styles (visual, auditory, and kinesthetic) to maintain engagement or to capture the primary learning style of different individuals.
- Tell stories that condense difficult or extensive information into easily swallowed bits.
PROSPECTS
Who they are: a consumer in your target market who has actively supplied personal information in exchange for content
What they need: content that feeds their professional interests and begins to solve a problem, such as:
- Events (both online and in-person)
- eBooks/Guides
- Chapters from physical books
- Licensed analyst reports
- Webinars
Neuromarketing tactics:
- Target the propects' pain
- Continue to grab the prospects' attention with mini dramas, word play, rhetorical questions, or a story.
LEADS
Who they are: prospects who have demonstrated a desired behavior or intent and have offered additional personal or contact information
What they need: advanced content demonstrating professional competence and/or greater problem-solving insights and capabilities, such as:
• White papers
• Case studies
• Demo videos
• Product comparisons
Neuromarketing tactics:
- Show contrast between your solutions and your competitors'.
- Remain credible by being objective.
- Trigger emotion by identifying with the leads' pain.
OPPORTUNITIES
Who they are: leads who are looking to make a purchase
What they need: clear information and additional support to help with a quick buying decision such as:
• ROI calculators
• Pricing sheets
• RFP generators and templates
Neuromarketing tactics:
- Demonstrate the gain from your solutions with multiple proofs of gain (financial, strategic, and/or personal).
- Provide a simple, big picture graphical representation to illustrate the positive impact of your solution.
For All Categories
One thing to keep in mind is that most of the selling will be to your potential customers' reptilian brain, the brain that most influences the buying decision. So consistently use the tactics that influence this brain and ask yourself:
- Is the buying message written in the native "you" language of the customer's brain?
-
Is there sharp contrast between your product or service and your closest competitor?
- Are your features and benefits tangibly stated in ways that are easy to understand and meaningful to their daily lives?
- Are you maximizing the beginning and end points when the buying brain is triggered to pay attention?
- Are you using multiple triggers to reach the buying brain?
- Have you triggered emotion?
NEXT STEPS
Learn more about neuromarketing here.
Combine neuromarketing with sales here.
Dig deeper with a variety of options here.
Selling means pushing your customer's "buy button" which is located in the old brain. Neuromarketing helps you sell by focusing on the key triggers to this buy button.
Selling Is Survival
What is your customer's number one objective? Lower cost. Better service? A more expensive holiday gift?
It's survival. And this is your number one objective as well. Here's why.
It's survival because that's how the brain works. It's all-powerful because it's been bred into us for 450 million years. And it is subtle, often working at the subconscious level. What this means is that your customer is making many buying decisions influenced by a powerful internal force without knowing why. The key, therefore, to better selling is to tap into the customer's buying brain and pushing his or her buy button.
Here's what you need to know about neuromarketing
Neuromarketing tells us that we are hard-wired for survival and self-interest by our old brain (450 million years old). Sometimes called the Reptilian Brain because it is the most primitive part of the human brain, it "is a very self-centered entity and general considerations about others do not reach it. Think of the ‘Reptilian Brain’ as the center of ME. Do not assume that it has any patience or empathy for anything that does not immediately concern its survival and well-being." (Source: Salesbrain)
We have three brains. The old brain is the decision maker. The middle brain processes emotions and gut feelings. The new brain thinks and processes rational data. So the old brain is our real target. It takes into account the input from the other two brains, but is the actual trigger of decisions. (Read Neuromarketing To Your Customer's Brain May Be Your Best Strategy.)
The Six Buy Button Triggers
The power of neuromarketing is to understand how decisions are triggered. There are only 6 stimuli that can trigger decisions (see details here.):
1. Self-centeredness
2. Contrast
3. Tangible Input
4. The Beginning and the End
5. Visual Stimuli
6. Emotion
Put these together into the ideal selling message: Start with a clearly defined, tangible benefit directed to the "me" of the customer, contrast it vividly to your competitor's offering, support it with emotion, and repeat the benefit at the end.
Key Takeaway
Start using neuromarketing in these three areas to increase your sales:
- Making a positive first impression. Are you perceived as a threat? (Read Sales Strategy And Neuromarketing: How Customers REALLY See You.)
- Modifying your sales presentation. Read (How Emotion Powers Your Marketing: Insights From Neuromarketing - this works really well for sales presentations.)
- Modifying your marketing materials. (Read How To Use Neuromarketing To Improve Marketing Results.)
More
This is just one of four steps to boosting your sales productivity. There's also (based on the Neuromap by SalesBrain):
- Diagnosing The Buyer's Pain
- Demonstrating The Buyer's Gain
- Delivering To The Buyer's Brain
To learn more, drop me a note and mention which step you are interested in. You'll get a response, not a business pitch. Click the link, below.
What happens when you take a panel of experts and ask them to demystify neuromarketing?
Answer: you get some fabulous content and some insights that may surprise you. Listen to the recorded session here, enjoy these highlights, and consider the implications to your marketing strategy.
From: Demystifying Neuromarketing via focus.com on March 7, 2012 #FocusNeuro
Reference: Definitions Neuromarketing Basics
- Have you ever heard an ad agency or designer say "Trust me-I know what works" and feel less than comfortable? Neuromarketing can take you from the discomfort of "trust me" to the confidence of "here's what works and why."
- Do you believe that you can optimize your decisions by using rational data? That was Descartes' belief. But in the book Descartes' Error we learn that we are not thinking machines that feel. We are feeling machines that think once in a while.
- There are different models of how the brain works. In the 3-brain model we learn that our oldest brain, sometimes called the reptilian brain because we share it with reptiles, operates below the conscious level and is driving our lives and and decisions.
- Neuromarketing won't replace traditional research like surveys and focus groups, but it definitely will complement and enhance research. The reason why? People don't know what they want. Even if they knew, we don't ask the right questions anyway.
- Neuromarketing is a window into our own minds, helping us to understand how we make decisions and choose our realities. This helps us get closer to the minds of our customers.
Mentioned resources:
Descartes' Error: Emotion, Reason, and the Human Brain by Antonio R. Damasio
How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman
The Brain That Changes Itself: Stories of Personal Triumph from the Frontiers of Brain Science by Norman Doidge
Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain by Renvoise and Morin
Panelists:
Patrick Renvoise, Chief Neuromarketing Officer and Co-Founder, SalesBrain, and co-author with Christophe Morin of Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain.
Brian Krausz, President of GazeHawk, a provider of webcam eye tracking services. GazeHawk's proprietary eye tracking technology allows you to see how visitors view your webpage, advertisement, or image.
Sara Misell, Director at Whitematter Marketing Ltd, a strategic neuromarketing agency.
Do you want to have neuromarketing demystified? Follow the link, above.
How much do you REALLY know about your customers' buying behavior? Would you believe that they have less control over their rational choices and decisions than they think?
That's the conclusion from Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain by Renvoise and Morin.
The Promise of Neuromarketing
We need a paradigm shift and that shift is neuromarketing. Neuromarketing holds the promise of understanding behavior by understanding the brain through scientific research, medical knowledge and technology, and applying this understanding to marketing.
Learn About Neuromarketing
Neuromarketing is still in its infancy, though major consumer product companies with worldwide brands have been engaged in it for years. Much has yet to be learned. But what we know now can immediately improve your marketing and can set the foundation for future improvements. But first you must separate fact from fiction.
Join The Online Neuromarketing Panel Discussion
Join our panel of neuromarketing experts in a panel discussion on Demystifying Neuromarketing on March 7th from 1:00 pm - 1:45 pm PT. (Note: the recorded session is now available here.) This online event is free and is organized by focus.com. You'll learn what neuromarketing is and what it isn't. And our panel of experts will bust some of the myths surrounding the industry as well as highlight how brands are using technology to make better marketing decisions.
Joining me will be:
Patrick Renvoise, Chief Neuromarketing Officer and Co-Founder, SalesBrain, and co-author with Christophe Morin of Neuromarketing: Understanding the "Buy Button" in Your Customer's Brain.
Brian Krausz, President of GazeHawk, a provider of webcam eye tracking services. GazeHawk's proprietary eye tracking technology allows you to see how visitors view your webpage, advertisement, or image.
Sara Misell, Director at Whitematter Marketing Ltd, a strategic neuromarketing agency.
To be part of the conversation, go to Demystifying Neuromarketing and follow on Twitter #FocusNeuro.
So, what myths do you have about neuromarketing? Share them, below.
Neuromarketing Tips You Can Use Today
Until then, you may be interested in these neuromarketing articles which deal with practical applications of neuromarketing for today's small and mid-sized businesses.