"Humanize the Reader: Innovations from Neuroscience" by Diana Lucaci (True Impact) for Tech Forum 2016, presented by BookNet Canada - April 1, 2016

1. NEUROMARKETING
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HUMANIZE THE READER
Insights from Neuroscience!

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SCIENCE! SCIENCE FICTION!

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Humanize the
reader.

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TECHNOLOGIES

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8. KNOW
WHO & WHAT
UNDERSTAND
WHY
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EMOTION - SYSTEM 1!

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LOGICAL – SYSTEM 2!

12. EMOTION DRIVES ACTION
EMOTION
LOGIC
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13. Motion
Novelty
Dissonance
EMOTION TRIGGERS
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14. NEUROSCIENCE TOOLS
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15. NEUROSCIENCE RESEARCH
1. Neuroscience
2. Biometrics
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16. Brain Metrics
Facial Expression
Eye Tracking
Heart Rate
Skin Response
trueimpact.ca

17. PRINT VS DIGITAL
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Download the whitepaper at: www.canadapost.ca/action

19. PRINT vs. DIGITAL MEDIA
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1. EASIER TO UNDERSTAND
Direct mail is easier to understand than digital
media.

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2. HIGHLY MOTIVATING
Direct mail is far more persuasive than digital
media.

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3. DIGITAL CAPTURES MORE ATTENTION

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… YET DOES NOT MOTIVATE AS WELL AS PHYSICAL

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• Stronger overall
positive response
• Better recall of brand
and offer details
• More likely to drive
action

27. OPTIMIZING THE BOOKSTORE
EXPERIENCE
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STORE EXPERIENCE
BEFORE
AFTER

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34. Current Pack! New Pack!

35. TEST RESULTS
New
Pack
Current
Pack
Brain and mouth disagree.
Motivation Survey

36. TEST RESULTS
New
Pack
Current
Pack
People buy on how they FEEL.
Purchased Motivation

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CBC Marketplace!
Retail tricks: How stores make you spend more

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TOP 3 IN-STORE INSIGHTS
1. Decision fatigue is real."
2. Sell to your tribe, not to everyone."
3. Visual attention is automatic and quick.

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Humanize your
readers, and find ways
to bring joy, value and
meaning to their lives.

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"Strive not to be a success, but rather to be of value.”
Albert Einstein