The Persuasion Code

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 NeuroMap^TM : 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.

• Written by the founders of SalesBrain who pioneered the field of neuromarketing
• SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO
• Includes guidance for creating your own neuromarketing plan
• Advance your business or career by creating persuasive messages based on the working principle of the brain.

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

"It is an evolving area and the authors do a good job of explaining what we, as recipients, do and don't respond well to." (Irish Tech News)

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.

Since the dawn of time, humans have tried to influence one another. Scholars, academics and researchers have developed countless theories of persuasion, but billions of dollars are still wasted on ads or campaigns that fail to grab attention or motivate people to act.

Building on nearly two decades of research on the effect of advertising and sales messages on the human brain, Dr. Christophe Morin and Patrick Renvoise offer the first comprehensive model of persuasion based on the latest research in neuroscience, media psychology and behavioral economics. In the footsteps of Daniel Kahneman and Richard Thaler (both recipients of the Nobel prize in economy, respectively in 2002 and 2017), the authors reveal that persuasive messages must reach first the primal brain, the oldest brain system, yet the most dominant in the persuasion process.

After publishing "Neuromarketing: Understanding the Buy Buttons in Your Customers' Brain" in 2007 and training over 200,000 executives worldwide since then, Morin and Renvoise explain in simple terms how persuasive messages affect critical brain functions like attention, emotions, cognitive effort, and decision-making. More importantly, they unveil a simple step-by-step process called NeuroMap™ that provides the most effective way to craft messages that can persuade anyone, anywhere, anytime.

In The Persuasion Code, you will discover:

• The workings of two competing brain systems managing our responses to any persuasive message: the fast system 1 (Primal) vs the slow system 2 (Rational)
• The only 6 persuasive stimuli that communicate directly with the primal brain
• 4 steps to maximize your chances to persuade systematically
• 6 Persuasion Elements and 7 Persuasion Catalysts that scientifically explain the chemistry of persuasion
• Over 30 business cases that illustrate the effectiveness of the model
• 300 scientific references that support NeuroMap™

NeuroMap™ has already been praised by many successful companies like Siemens, TransUnion, Epson, GE, PayPal, and many more. With The Persuasion Code, you will learn to become an outstanding persuader by using a proven, yet simple process based on cutting-edge science. A NeuroMap^™poster is included on the back of this cover.

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