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James Crimmins – 7 SECRETS OF PERSUASION : Leading-Edge Neuromarketing Techniques to Influence Anyone
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7 SECRETS OF PERSUASION : Leading-Edge Neuromarketing Techniques to Influence Anyone

James C. Crimmins
LIGHTLY USED, PAPERBACK

RM17.00

Explores The Principles & Strategies In The Art of Persuasion From The Perspective of Neuromarketing To Influence Others

ISBN 9788129141927
Book Condition LIGHTLY USED
Format PAPERBACK
Publisher Rupa Publications
Publication Date 2016
Pages 218
Weight 0.30 kg
Dimension 19.8 × 12.8 × 1.8 cm
Retail Price RM-1
Availability: 1 in stock

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“7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence Anyone” by James C. Crimmins is a book that explores the principles and strategies of persuasion, specifically from the perspective of neuromarketing. Crimmins delves into the field of neuroscience and applies its insights to the art of influencing others.
 
To understand the art of persuasion, you can turn to cognitive science for guidance in dealing with the unconscious “lizard” mind. 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.
 
Crimmins dives deep into persuasive strategies here and tells us about the deep importance of appealing not to the rational mind, but instead to the automatic decision-maker within each person. Advertising strategist James C. Crimmins investigates the cognitive science behind motivation to show you how to persuade others more effectively.
 
The book presents seven key secrets or principles of persuasion that draw upon the understanding of human psychology and neuroscience. These secrets are designed to help individuals effectively communicate their messages and influence others in various contexts, including marketing, sales, and everyday interactions.


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.
 
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.”
 
Throughout the book, Crimmins offers practical tips, case studies, and examples to illustrate the application of neuromarketing techniques. He emphasizes the power of framing, social proof, scarcity, and other persuasive techniques to shape perceptions and influence behavior.
 
By incorporating the principles and strategies outlined in the book, readers can enhance their ability to effectively persuade and influence others. However, it is important to note that persuasion should always be used ethically and with respect for the autonomy and well-being of others. This was a very valuable read, not just because it granted insight into how to persuade people, but also because it grants insight into how we may be persuaded by others.
 
It is a book by James C. Crimmins that explores the science of persuasion. Crimmins argues that persuasion is not about trickery or manipulation, but about understanding how the human brain works and using that knowledge to create messages that are more likely to be persuasive. The book is divided into chapters, each of which focuses on a different secret of persuasion.
 
These secrets include:
◆ Secret 1 : Speak the language of the lizard. The nonconscious mind has its own particular method of communication, a language with its own grammar and style.

◆ Secret 2 : Aim at the act, not the attitude. Changing what people do is easier than changing how they feel.

◆ Secret 3 : Don’t change desires, fulfill them. Persuasion works by showing people how to get what they want.

◆ Secret 4 : Never ask, unearth. People don’t know why they do what they do, but you can find out anyway.

◆ Secret 5 : Focus on feeling. Facts won’t alter an emotional choice.

◆ Secret 6 : Create experience with expectation. What people expect to experience transforms what they actually experience.

◆ Secret 7 : Add a little art. Art makes the nonconscious mind your ally.
 
All persuasion can use a little of the art of conversation—making a tacit guarantee that the message is one the audience will want to receive and literally communicating only what the audience cannot provide on their own, establishing a degree of complicity and a level of emotional closeness.
 
All persuasion can use a little of the art of generating inference—thinking of the message not so much as content, but more as the behavior of people who act the way you would like the audience to act because behavior implies much more about those people than you could say.
 
And all persuasion can use a little of the art of engagement—making your message unexpected, encouraging the audience to seek the pleasure that comes from deciphering a clever arrangement of signs.
 
With a little art you increase your chance of persuasion. In a nutshell, the author details dozens of recent scientific studies that prove in various ways how and why a reasoned argument can be a waste of time and why—to be successful as persuaders—you must get to know the brain’s automatic, nonconscious mental system that acts without deliberate thinking.
 
Hence, 7 Secrets of Persuasion is a comprehensive guide to the science of persuasion. Crimmins provides clear and concise explanations of the seven secrets, and he provides examples of how these secrets can be used in a variety of contexts. The book is well-written and easy to read, and it is packed with practical advice that can help you to persuade others more effectively.
 
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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.

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