The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime
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More About This Title The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime

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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.

English

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

 

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