7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence Anyone

  • 3h 16m
  • James C. Crimmins
  • Red Wheel/Weiser
  • 2016

7 Secrets of Persuasion is the first book to take the latest scientific insights about the mind and apply them to the art of persuasion. It directly translates the revolution in neuroscience that has occurred over the last 40 years into practical new techniques for effective persuasion.

Whether your goal is to persuade one person―a husband, child, or boss―or the millions who might purchase an Apple Watch or a Budweiser, 7 Secrets of Persuasion will show you how to:

  • Unearth the motivation that actually changes a behavior like smoking, voting, or buying, even though people don’t know why they do what they do.
  • Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power.
  • Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional.
  • Transform your candidate, service, or product into the one people want by utilizing what psychologists call the “fundamental attribution error.”

About the Author

James C. Crimmins has been a professional persuader for 27 years, mainly as chief strategic officer of DDB Chicago and a worldwide brand-planning director with clients such as Budweiser, McDonald’s, State Farm, and Betty Crocker. He has earned a PhD in sociology and a master’s degree in statistics, and has taught integrated marketing communication at Northwestern University’s Medill School. Crimmins combines his scientific, professional, and academic background to explain how the revolution in mind science changes the conventional wisdom of influence and can make anyone a more successful persuader.

In this Book

  • Foreword
  • Chapter 1: Getting to Know the Lizard
  • Chapter 2: Speak the Language of the Lizard—Basic Grammar
  • Chapter 3: Speak the Language of the Lizard—Style
  • Chapter 4: Aim at the Act, Not the Attitude
  • Chapter 5: Don't Change Desires, Fulfill Them
  • Chapter 6: Never Ask, Unearth
  • Chapter 7: Focus on Feeling
  • Chapter 8: Create Experience with Expectation
  • Chapter 9: Add a Little Art
  • Chapter 10: Personal Persuasion
  • Conclusion
  • Chapter Notes
  • Bibliography


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