Book Review: 4/5 Impact On Me (Book By Patrick Renvoise)
Read more about the book here
This book had a 4 out of 5 impact on me. It dives deep into the concept of neuromarketing, teaching that the key to effective marketing and persuasion lies in targeting the old brain rather than the new brain. The old brain is the primitive emotional brain. This approach is similar to ideas shared in books by the Heath Brothers, such as "Made to Stick," "Switch," and "The Power of Moments."
While the book offers solid advice, I noticed a lot of overlap with concepts I've previously encountered. This reduced the book's value for me.
It mentions the ancient framework of "ethos pathos logos".
One aspect I almost forgot is its 4-step approach: Pain, Claim, Gain, Old Brain. First, it advises starting with the pain your prospect is experiencing. Next, differentiate your claim from other solutions. Then, highlight the gain for your audience, possibly through customer testimonials, case studies, or research. Lastly, ensure your message appeals directly to the old brain, possibly by using props. This is a core value from the book and a framework to take forward, but I kept forgetting it despite reading the book 2 to 3 times.