CASE FILES / CASE 005 · NEUROMARKETING
CASE 005
Training programme · clearance level 2

Neuromarketing

Marketing the human brain can't filter out. Used honestly.

Your marketing usually isn't losing to a better product. It's losing to biology. The buyer's brain filters, simplifies and protects itself, and most campaigns are built as if it didn't. This file follows the order a customer meets you in, from the first glance to the final click and the memory they keep. Seven briefings, 21 triggers, and one real campaign you rebuild as you go.

Start briefing 01 → Download the 21 triggers
FIELD AGENT
File summary
Briefings7 modules · 21 triggers
Reading timeAbout 22 minutes
Field toolsMetrics diagnostic · ethics check
Issued withThe 21 Brain Triggers field card
Your progress0 / 7 briefings complete
— Mission objectives

By the end of this file you will:

  • AGet past the brain's filter in the first seconds, without shouting or clickbait.
  • BHold attention and build pages the brain finds easy to trust.
  • CCalm the fear at the checkout with honest guarantees and real urgency.
  • DRead your metrics as signals and fix the stage that's actually failing.
— File contents

The seven briefings.

Keep one real campaign open beside you. Rebuild it, one briefing at a time.
01Stop Fighting the BrainFOUNDATION · ABOUT 3 MINOPEN →02Win the First GlanceTRIGGERS 1–5 · ABOUT 4 MINOPEN →03Hold the AttentionTRIGGERS 6–8 · ABOUT 3 MINOPEN →04Make It Brain-EasyTRIGGERS 9–12 · ABOUT 3 MINOPEN →05Build BeliefTRIGGERS 13–15 · ABOUT 3 MINOPEN →06Close the SaleTRIGGERS 16–20 · ABOUT 3 MINOPEN →07Assemble & Be RememberedTRIGGER 21 · ABOUT 3 MINOPEN →
— Trigger index

The 21 triggers, by stage.

BRIEFING 02Win the First Glance
  1. 01The first-seconds window
  2. 02Pattern interruption
  3. 03The Von Restorff effect
  4. 04Authority markers
  5. 05Specific social proof
BRIEFING 03Hold the Attention
  1. 06The curiosity gap
  2. 07Reciprocity
  3. 08Sensory language
BRIEFING 04Make It Brain-Easy
  1. 09Cognitive fluency
  2. 10One clear action
  3. 11Rhyme as reason
  4. 12Ambiguity aversion
BRIEFING 05Build Belief
  1. 13Relatable social proof
  2. 14Narrative transportation
  3. 15The IKEA effect
BRIEFING 06Close the Sale
  1. 16Loss aversion
  2. 17The endowment effect
  3. 18Honest scarcity
  4. 19The decoy effect
  5. 20Present bias and fresh starts
BRIEFING 07Assemble & Be Remembered
  1. 21The peak-end rule
— Field tool

The metrics diagnostic.

Your analytics are a brain scan. Pick the symptom you're seeing and find out which stage is failing.

AWAITING SYMPTOM

Choose what your numbers are telling you.

— Field tool

The three-part ethics check.

Run every campaign through this before it goes out. If it can't pass all three, you're manipulating, not persuading.

Tick each check your campaign honestly passes.

PSY · CASE 005The 21 Brain Triggers
— Issued with this file

All 21 triggers on one field card.

Every trigger with a one-line instruction, the three-stage funnel, the metrics diagnostic and the ethics check. Print it and keep it beside your next campaign.

Download the field card →

ADAPTED FROM THE BRAIN-PROOF PLAYBOOK BY PHIL COLEMAN