Overview

"Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as ""patsies."" Traditional marketing assumes its purpose is persuasion: it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that ""attract eyeballs,"" ""rise above the clutter,"" and achieve ""stopping power."" But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a ""tragedy of the commons"" effect. By collectively overgrazing consumers' ""attentional commons,"" they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace."

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9780578576961

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Reviews

"""Marketers would do well to take into account the considerable evidence in this book."" --ROBERT CIALDINI, author of Influence and Pre-Suasion ""I recommend you buy several different packets of excitingly colored Post-It Notes to accompany this book, as you will read it once and then refer to it one hundred times more."" --RORY SUTHERLAND, Vice Chairman, Ogilvy, author of Alchemy: The Surprising Power of Ideas that Don't Make Sense ""This is a very interesting, useful, and wise book. I look forward to plundering it deeply."" --LES BINET, co-author of The Long and the Short of It, Head of Effectiveness, Adam & Eve DDB ""With his new book, Steve Genco will challenge the way you think about marketing and challenge you to be better at your craft."" --NIR EYAL, author of Hooked and Indistractable ""A provocative, and important, read to inspire us to make marketing that actually works."" --GARETH KAY, Co-founder of Chapter, ""a new type of creative studio"" ""Intuitive Marketing is the most comprehensive marketing science book you will read. Go with your intuition and add this book to your marketing library."" --WILL LEACH, Founder, Triggerpoint Design, author of Marketing to Mindstates ""Many of my heroes are in this book, from Antonio Damasio to Daniel Kahneman and others. Add Steve Genco to that list."" --DAN HILL, Founder, Sensory Logic, author of Emotionomics and First Blush: People's Intuitive Reactions to Famous Art ""A compelling read that I have recommended to both my academic and commercial colleagues."" --KIMBERLY ROSE CLARK, PhD, Lecturer & Researcher, Dartmouth College Department of Psychological & Brain Science, Co-Founder, Chief Research Officer of Merchant Mechanics ""Every marketer and aspiring marketer needs to read this book. For a select few it will confirm their current practice. For a majority it will offer new insights and a deep understanding of how consumers make purchase decisions and how marketers can shape them."" --PETER STEIDL, Founder at Neurothinking, author of The Market Research Revolution and Neurobranding ""This book is a gift of wisdom and practical help that moves the conversation, practice, and execution forward."" --PETE TRAINOR, author of Hippo: Human-Focused Digital"

Marketers would do well to take into account the considerable evidence in this book. --ROBERT CIALDINI, author of Influence and Pre-Suasion I recommend you buy several different packets of excitingly colored Post-It Notes to accompany this book, as you will read it once and then refer to it one hundred times more. --RORY SUTHERLAND, Vice Chairman, Ogilvy, author of Alchemy: The Surprising Power of Ideas that Don't Make Sense This is a very interesting, useful, and wise book. I look forward to plundering it deeply. --LES BINET, co-author of The Long and the Short of It, Head of Effectiveness, Adam & Eve DDB With his new book, Steve Genco will challenge the way you think about marketing and challenge you to be better at your craft. --NIR EYAL, author of Hooked and Indistractable A provocative, and important, read to inspire us to make marketing that actually works. --GARETH KAY, Co-founder of Chapter, a new type of creative studio Intuitive Marketing is the most comprehensive marketing science book you will read. Go with your intuition and add this book to your marketing library. --WILL LEACH, Founder, Triggerpoint Design, author of Marketing to Mindstates Many of my heroes are in this book, from Antonio Damasio to Daniel Kahneman and others. Add Steve Genco to that list. --DAN HILL, Founder, Sensory Logic, author of Emotionomics and First Blush: People's Intuitive Reactions to Famous Art A compelling read that I have recommended to both my academic and commercial colleagues. --KIMBERLY ROSE CLARK, PhD, Lecturer & Researcher, Dartmouth College Department of Psychological & Brain Science, Co-Founder, Chief Research Officer of Merchant Mechanics Every marketer and aspiring marketer needs to read this book. For a select few it will confirm their current practice. For a majority it will offer new insights and a deep understanding of how consumers make purchase decisions and how marketers can shape them. --PETER STEIDL, Founder at Neurothinking, author of The Market Research Revolution and Neurobranding This book is a gift of wisdom and practical help that moves the conversation, practice, and execution forward. --PETE TRAINOR, author of Hippo: Human-Focused Digital

Author Information

Stephen Genco has over 20 years of experience as a marketing innovator, entrepreneur, and management consultant. In 2006, he founded one of the first research firms devoted to applying neuroscience, social psychology, and behavioral economics to the study of marketing and consumer choice. Today, he is an active educator and speaker, conducting seminars and workshops around the world. Dr. Genco holds doctoral, master's, and bachelor's degrees from Stanford University and a master's degree from the University of British Columbia.

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