Details

The Persuasion Code

How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime
1. Aufl.

von: Christophe Morin, Patrick Renvoise
17,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	11.09.2018
ISBN/EAN:	9781119440765
Sprache:	englisch
Anzahl Seiten:	352

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Beschreibungen

Titelbeschreibung

The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. <ul> <li>Written by the founders of SalesBrain who pioneered the field of neuromarketing</li> <li>SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO</li> <li>Includes guidance for creating your own neuromarketing plan</li> <li>Advance your business or career by creating persuasive messages based on the working principle of the brain.</li> </ul>

Inhaltsverzeichnis

Acknowledgments vii About the Authors ix Why Read This Book? xi Introduction xvii PART I DECODING PERSUASION SCIENCE 1 Chapter 1 Why Is Neuromarketing a Game Changer? 3 Chapter 2 The Neuroscience of Persuasion 19 PART II DECODING PERSUASION THEORY 39 Chapter 3 NeuroMap: A Brain-Based Persuasion Theory 41 Chapter 4 Applying Six Stimuli to Persuade the Primal Brain 59 PART III DECODING YOUR PERSUASIVE NARRATIVE 113 Chapter 5 Diagnose the Pain 115 Chapter 6 Differentiate Your Claims 131 Chapter 7 Demonstrate the Gain 141 Chapter 8 Deliver to the Primal Brain 165 Conclusion 283 Appendix: NeuroMap Simplified NeuroScoring Tool 289 References 297 Index 317

Autorenportrait

CHRISTOPHE MORIN, PHD, is an expert on the effect of advertising on the brain. He is an adjunct faculty member of Fielding Graduate University, where he teaches courses in Media Neuroscience. He is the recipient of multiple speaking and research awards. He co-founded SalesBrain in 2002. PATRICK RENVOISE, an expert in complex sales, teaches new messaging strategies based on brain science. By using the latest discoveries in cognitive biases, he has helped hundreds of companies and thousands of professionals close complex deals worth billions of dollars. Patrick co-founded SalesBrain and has received numerous marketing and speaking awards.

Back cover copy

THE PERSUASION CODE "This book fills a critical gap in neuromarketing. It provides a thorough and succinct overview of the field, but more importantly, it explains how to creatively develop marketing content from a neuroscience perspective." —Ian McCulloh, PhD, Senior Scientist (QAI), Applied Physics Laboratory, Johns Hopkins University "The teachings from the persuasion model developed by SalesBrain have helped several groups within TransUnion to close more deals and sharpen the effectiveness of our sales messages and sales presentations." —Tim Martin, Executive Vice President, TransUnion "Business is persuasion and this fast-paced book reveals the science of persuasion and how to apply it to your business. Get it now or be left behind." —Paul J. Zak, PhD, author of Trust Factor:The Science of Creating High-Performance Companies and The Moral Molecule "Ever since the beginning of the neuromarketing studies, no persuasion theory has integrated the dominance of the primal brain system as clearly as this book does. Anyone interested in the promise of brain-based marketing will love this book. It brings the theory and practice together in an unprecedented way." —Leon Zurawicki, PhD, professor of Neuromarketing, University of Massachusetts-Boston Author of Neuromarketing:Exploring the Brain of the Consumer "Loved this book! This book guides the reader on how to shape narratives, themes, and messages to their desired audience in a way that will get their attention, engage with their inner emotions/desires, and get them to the desired behavior. All this with a fraction of effort and costs whencompared to big data analytics." —Rafael Linera, PhD, Influence & Tactical Cyber Operations Professional,Lieutenant Colonel, US Army "'The brain is wider than the sky' wrote Emily Dickinson, and in their new book Morin and Renvoise fascinatingly map the brain's stars in the night sky on behalf of everyone in business who wants to communicate more effectively with prospects and customers alike." —Dan Hill, PhD, author of Emotionomics and Famous Faces Decoded "We recently hosted a 2-day conference for executives of many of our top partners. Among a stellar line-up of speakers that included Malcolm Gladwell and Ashton Kutcher, Patrick was invited to present on The Persuasion Code. His unique content and presentation style captivated our audience, and he received the top rating of the event. Patrick's unique perspective is a must learn for today's professional." —Elina Vilk, Head of Marketing, PayPal