Christophe Morin - The Persuasion Code How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime

1. Chapter 4
2. Chapter 5
3. Chapter 7
4. Chapter 8

1. Why Read This Book?
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8

Copyright 2018 by SalesBrain, LLC. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data

Names: Morin, Christophe, author. | Renvoise, Patrick, author.

Title: The persuasion code : how neuromarketing can help you persuade anyone, anywhere, anytime / Christophe Morin, Patrick Renvoise.

Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2018] | Includes bibliographical references and index. |

Identifiers: LCCN 2018023659 (print) | LCCN 2018025347 (ebook) | ISBN 9781119440758 (Adobe PDF) | ISBN 9781119440765 (ePub) | ISBN 9781119440703 (hardcover)

Subjects: LCSH: Neuromarketing. | Persuasion (Psychology)

Classification: LCC HF5415.12615 (ebook) | LCC HF5415.12615 .M67 2018 (print) | DDC 658.8001/9dc23

LC record available at https://lccn.loc.gov/2018023659

Cover Design: Wiley

Cover Images: brain: rustemgurler/Getty Images; background: points/Getty Images

There are many people who helped us finish the book in record time. First and foremost, we want to thank the clients that were willing to let us share the case studies featured in this book. Without their support, we would not be able to demonstrate the value of what we do.

Second, much of the creative work featured in the book was done through a long collaboration we have enjoyed with Dr. Gail DaMert, Bryan Gray, Mike Rendel, Benson Lee, and Elliott Morin. All of them brought talent, inspiration, and arduous work making sure the principles of NeuroMap could come to life visually with stunning graphics, illustrations, videos, web pages, and more.

Finally, readers and editors of the book deserve much credit for how it flows. Both Keely Spare and Dr. Bonnie Bright gave us pointed suggestions and had many insights we included in the final work.

With more than 30 years of marketing and business development experience, Dr. Christophe Morin is passionate about understanding and predicting consumer behavior using neuroscience. Prior to founding SalesBrain, he was chief marketing officer of rStar Networks, a public company that developed the largest private network ever deployed in US schools. Previously, he was vice president of marketing and corporate training for Grocery Outlet Inc., the largest grocery remarketer in the world. Christophe has received multiple awards during his career. In 2011 and 2013, he received prestigious speaking awards from Vistage International. In 2011, 2014, and 2015, he received a Great Mind Research Award and two distinctions from the Advertising Research Foundation (ARF).

Christophe holds a BA in marketing, an MBA from Bowling Green State University, an MA and a PhD in media psychology from Fielding Graduate University. He is an expert on the effect of advertising on the brains of adolescents. He is an adjunct faculty member of Fielding Graduate University, where he teaches several courses in media neuroscience. He was a founding board member of the Neuromarketing Science and Business Association (NMSBA) between 2011 and 2016.

Patrick Renvois is an expert in complex sales and messaging strategies that achieve spectacular results. He headed the global business development efforts at Silicon Graphics, then as executive director of business development at LinuxCare. Pushed by a fervent desire to seek the truth about messaging effectiveness, Patrick turned to neuroscience and psychology. Patrick spent two years researching and formalizing a sciencebased blueprint of how messages work on the brain. This became the basis of NeuroMap, which has helped thousands of companies worldwide get their messages truly understood by the brains of their customers.

Patrick received a master's in computer science from the National Institute of Applied Sciences (Lyon, France); and he is currently serving as chief neuromarketing officer and cofounder of SalesBrain.

You may not realize this, but each day you create messages to persuade others. It could be one of the hundreds of emails you regularly send to your colleagues, friends, or customers. Or you may participate in the creation of an ad, a web page, a corporate video, and slides for a sales presentation. Often, cognitive effort and money are invested in many of these tasks. However, have you ever wondered how effective all these attempts are from the perspective of people's brains? What attention can you truly recruit? What are your chances of rewiring preexisting beliefs and opinions? Can you trigger the buy button in your targets' heads?