Saltar la navegación
7 Secrets of Persuasion
Book

7 Secrets of Persuasion

Leading-Edge Neuromarketing Techniques to Influence Anyone

Career Press, 2016 más...

audio autogenerado
audio autogenerado

Editorial Rating

8

Qualities

  • Applicable

Recommendation

To understand the art of persuasion, you can turn to cognitive science for guidance in dealing with the unconscious “lizard” mind. Advertising strategist James C. Crimmins investigates the cognitive science behind motivation to show you how to persuade others more effectively. The “automatic” part of the human mind – the lizard brain – affects many decisions. To persuade the lizard to cooperate, learn its language. To be persuasive, help it fulfill its desires. Crimmins explains how to unearth the lizard’s drives and change its expectations so they match the consumer’s experience of your message. Note that the way you convey a message may matter more than the message itself. getAbstract recommends this fascinating overview to marketing professionals and anyone seeking insight into how people think and what motivates them to act.

Take-Aways

  • People think two ways: they use a largely “nonconscious” automatic mental system and a more deliberate, conscious system.
  • Consciousness may not play a pivotal role in choice.
  • To be persuasive, work with the lizard facet of people’s minds by applying the “seven secrets of persuasion”:

About the Author

A sociologist and statistician by training, James C. Crimmins, PhD, worked for 27 years as a strategist with Needham, Harper & Steers and DDB Worldwide, working with such brands as Budweiser and McDonald’s. He also taught integrated marketing communication at Northwestern University’s Medill School.


Comment on this summary or Comenzar discusión

  • Avatar
  • Avatar
    A. A. 4 years ago
    I found the summary practical in concept and agree with the premise of changing behaviors verses changing the way someone thinks.
  • Avatar
    T. A. 4 years ago
    Great
  • Avatar
    S. G. 6 years ago
    great read