Christophe Morin & Patrick Renvoise 
The Persuasion Code 
How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime

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; Neuro Map(TM). 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 Neuro Map¯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 Sales Brain who pioneered the field of neuromarketing

* Sales Brain 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.

Table of Content

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 Neuro Map: 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: Neuro Map Simplified Neuro Scoring Tool 289

References 297

Index 317

About the author

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 Sales Brain 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 Sales Brain and has received numerous marketing and speaking awards.