Why we buy what we buy

Neuromarketing We decide
more often unconsciously than consciously. Those who know how to
can influence, sells more successfully. Werner T. Fuchs explains how
in "A Thousand and One Powers" Neuromarketing is in. What happens in our brain
and why we buy - or don't buy - what and when,
interests more and more marketers, salespeople and advertisers. With good reason
... in a nutshell: we do not decide rationally how we
believe, but emotionally; we decide much more often
unconsciously than consciously. It is therefore important to recognize the unconscious emotions of the
to consciously appeal to shoppers and thus stimulate the impulse to buy.
to trigger.

This knowledge is no longer entirely new; others before Werner T.
Fuchs pressed between two book covers. About Gerald Zaltman
("How Customers Think", Werbewoche, September 30, 2004) or
Hans-Georg Häusel ("Brain Script", Advertising Week, December 9, 2004).
But no one has ever explained this in such an easily understandable, simple
comprehensible, entertaining and practice-oriented like the
Marketing expert and advertising specialist who has been intensively involved in
with brain research.

Our brain: Terra (in)cognita
In "A Thousand and One Powers", Fuchs presents his thesis "Man learns
through stories". The brain research that has been conducted over the past 20
years has made tremendous progress, underpins this in and of itself.
is a simple realization. Storytelling is also based on this: Anyone who
story reaches his counterpart better than if he tells him with
Facts and figures scare people away. Words and images are emotional and
stick, facts and figures are rational and get lost. So
The idea behind neuromarketing is simple - and yet so difficult
implement.

Werner T. Fuchs does not show how good stories are told that
and, last but not least, convince and sell. But he gives
to anyone who wants to rethink and rethink their communication, the
tools in his hand. His toolbox contains twelve
tools. Right at the beginning, he explains how these tools - and therefore
the book - are to be used. This is also necessary, because "Thousand and
a power" is not a textbook in the classical sense, but an almost
inexhaustible treasure trove for all those who are still curious enough to
to discover unknown worlds.

No loose fairy tales from 1001 nights
Nevertheless, Fuchs does not leave the readers alone with his
tools. He does not show anyone how to use them,
but he shows everyone how he has used them in practice and why this
one project was successful and the other a little less so. These
Case studies are not intended as patent solutions, but those who have a little
can pick up one or two valuable tips for his or her work.
derive from it. And that is more instructive than a checklist with all the
individual steps that everyone has on their desk.
This knowledge advantage needs to be acquired - as fluid as the
A Thousand and One Powers" does not read like a fairy tale from the Arabian Nights. But
is worth the effort.

Roger Hausmann

A Thousand and One Powers by Werner T. Fuchs. Orell Füssli Verlag, Zurich 2005, 264 pages, 49 francs.