I might be the only furniture guy with a brain on the bookcase next to my desk. Brain science has changed our understanding of free will, consciousness, memory, motivations and indeed, connections between the mind and the brain.

There is branch of marketing called neuromarketing. Science is attempting to explain why we buy. Books like Buy-ology, Iconoclast, and The Power of Less all take a stab at explaining this emerging field of study.

If you’re interested in how the 3-pounds of soft tissue in your head works, you might want to begin with The Owner’s Manual For The Brain, a fascinating 1007-page technical explanation of why we do the things we do. Or check out this podcast series on the brain which explains how business will be structured, organized and run in the not too distant future.

In a Los Angeles Times article, “Searching for the Why of Buy,” Robert Lee Hotz talks about insights into the human brain made possible by revolutionary new scanning technology. He wrote, “Much of what was traditionally considered the product of logic and deliberation is actually driven by primitive brain systems responsible for emotional responses.” So, what does this mean to you? It means that your customer buys because of emotion, not logic and deliberation.

Consumer behavior studies will never be the same. If you ignore brain research about human behavior, you are risking your future. Your competitors are studying this issue and putting their new knowledge to work daily.

The story of green gets more interesting. The big mattress companies say there is no reason for concern. Do you believe them? Consider for yourselves. This is an opportunity to further develop your marketing message. Pick a side and tell the story until the sheep come home.

Roy Williams says authenticity is essential. “When selling, remember: if you don’t admit the downside, they won’t believe the upside.”

The Lively Merchant website is in the top 17.77 % of all websites. That’s right – there are only 4,974,636 websites that rank higher than www.thelivelymerchant.com! Visit www.websitegrader.com to rank your own site.

We learned this nifty tidbit at WordCamp Columbus, just another way we spend our weekends learning how to help make life better for retailers.

Why do customers unsubscribe from your email marketing?

Just because you think you’re hot stuff doesn’t mean everyone else does. People don’t break up when things are going well.

She says: “It’s like you scream at me every day; you don’t like me anymore.”
She means: You e-mail me too often. Your product or service doesn’t require daily e-mails, so less frequent e-mails may produce better results without annoying me. About every other week is best for retail stores.

She says: “You are double timing me.”
She means: Instead of using the same old web site’s content, give me a reason to receive your e-mails. Include content in your e-mails that I won’t find anywhere else — articles, special savings, promotions, downloadable offers, etc. This increases the value of your e-mail.

She says: “You already have me, but your email always feels like a pick up line.”
She means: I’m
not getting what I expected. What exactly did I sign up for? Was it information on new products, or tips and user information? Don’t abuse my permission by sending sales-oriented e-mails when I only opted in to receive decorating ideas.

While most breakups hurt at first, you will be more attractive in the long run by making sure you keep your word to each of your customers. Bait and switch list building or eblasting to opt-in users will have all of the beautiful people running for the hills with their pocketbooks in tow.

Oh, and if you aren’t using email marketing already you are missing a huge opportunity.

When are we going to stop debating and begin fixing the problem? Whatever “the problem” may be, knowing when to stop talking and start walking are a key indicators of success. If we don’t ask enough questions, we’re likely to go off half-cocked and make half-baked decisions. On the other hand, debate, discussion and refinement can be a never ending pit. We can work ourselves so deeply into a problem or situation that we forget the desired outcome of the distant solution.

I often ask customers, friends and family the same question: “How does it end?” The question isn’t original, and people often look at me like I’m nuts, but I intend to keep on asking. Frankly, my mom’s description remains the best; she always said, “You can’t be a fart in a skillet.” I used to think she didn’t understand how things worked. Today I think she’s a very smart woman. I’ve always heard children eventually realize how smart their parents are.

Use the tools you were given to co-labor toward the outcome you desire. Whether it’s fixing things, challenging the status quo, networking behind the scenes, organizing the facts, standing up for the weak, or pursuing the brightest light of center stage, the finish line you’re seeking comes from using the skills you were given directed at the end of the line.

So, I’ll ask you again, “How does it end?”

After watching the NBA playoffs and attending a performance group meeting at Wilson Carpet and Furniture in Coshocton, Ohio, I awoke this morning thinking about the story of David and Goliath.

A group of furniture store owners came together for the last two days and talked about ways to improve their businesses. These owners are talking about sales increases now – not just hanging around until the economy gets better later – and they created a list of ideas to make this happen. They agreed to hold one another accountable to implementation. They agreed to put their money where their mouth is. When we meet again in September we will review each store’s performance in a winner-takes-all sales contest.

Here’s a sneak peak at 5 ideas that came from the peer group meeting. To get the other 25, you’ll have to talk to the store owners who created the list.

1. Host in-store events.
2. Join two new civic clubs and get involved in their mission.
3. Work with the local school system to host fund raisers in the school gym. Sell merchandise and share part of the revenue with the school.
4. Aggressively ask customers and prospects for their email address. Use opt-in (only) email marketing to provide special offers to this select group.
5. Develop a strategy to work with healthcare professionals to sell products that are in demand for their patients.

Malcolm Gladwell summarizes the David and Goliath story his current book, Outliers: “It is easier to retreat and compose yourself after every score than swarm about, arms flailing [in a full-court press]. We tell ourselves that skill is the precious resource and effort is the commodity. It’s the other way around. Effort can trump ability… because relentless effort is, in fact, something rarer than the ability to engage in some finely tuned act of motor coordination.”

At The Lively Merchant, we cheer hard for those companies who play full court press every day. These businesses and the families behind them are changing lives and will change our country because they know David really can beat Goliath. They would love for you to join them on their march to the World Championship.