By @SimonCocking review of The Persuasion Code: How Neuromarketing Can Help Persuade Anyone, Anywhere, Anytime by Dr. Christophe Morin and Patrick Renvoise.

The key to success in sales and marketing often lies in the art of persuasion, but in a world of distractions it can be challenging to capture the attention of your audience and tap into their decision-making process. In the new book, The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime, Dr. Christophe Morin and Patrick Renvoise, focus on reaching audiences by using brain sciences.

Morin and Renvoise, the team behind SalesBrain, the world’s first neuromarketing agency, build upon nearly two decades of research on the effect of advertising and sales messages on the human brain to create a breakthrough persuasion strategy. Based on the latest research in neuroscience, media psychology and behavioral economics, the book makes understanding the complex science of persuasion simple.

In the book the authors introduce their award-winning persuasion model, NeuroMap™, a science based, comprehensive yet simple step-by-step process that helps develop successful marketing and sales messages. Morin and Renvoise’s strategy of persuasion is useful in both business and personal success. The Persuasion Code is published by Wiley.

NLP is here to stay, it has been around for twenty plus years in some forms, and now we are looking at it’s application for marketing. In some ways this then makes you wonder, are we doomed, if ‘they’ can crack what makes ‘us’ tick, then will all ads become super effective, and compel us to buy everything and anything, even if we don’t want to. Maybe that is too reductive a thought, but as we read the book we did wonder at times if this is the ultimate goal. There was also a lot of, for us, excessively heavy selling of their own company that uses these insights to deliver marketing advice, to the point where aspects of the text felt like direct product placement. Away from those sections there were lots of interesting parts about the different parts of our brains, and their different evolutionary histories, time frames, and differing abilities.

It is an evolving area and the authors do a good job of explaining what we, as recipients, do and don’t respond well to. These are valuable insights, and areas for us all to consider, whether we use words, images, sounds or a combination of all of these, and to be aware of their range of effectiveness. It is of course no surprise that visual messages work most strongly, and then it becomes a case of which responses you are hoping to trigger. Overall we enjoyed the book and found it an interesting read, a little less hard sell of their own company would have been appreciated but maybe that comes with the territory sometimes.


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