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The PERSUASION CODE
Dr. Christophe Morin
Chief Persuasion Scientist
(C) 2006-2020 SalesBrain.
In partnership with O’Gara-Co Ltd. NeuroMap
(TM) is a trademark of SalesBrain.
© 2002-2018 SalesBrain All Copyrights Reserved
Can I persuade my
Prospects to become
Customers?
Can I persuade my
Customers to become
Ambassadors?
Can I persuade
my
Employees to
become
Leaders?
Can I persuade
my
Vendors to
become
Partners?
YOUR KEY PERSUASION OBJECTIVES…
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
…BUT PERSUASION IS CHALLENGING BECAUSE
188
Biases
70,000+
Books
480,000+
Research Papers
…IT’S COMPLICATED
© 2002-2018 SalesBrain All Copyrights Reserved
The Persuasion Code: New Science of Sales & Marketing Messaging
© 2002-2018 SalesBrain All Copyrights Reserved
NEUROMAP™ IS BASED ON:
Theory of
PERSUASION
Chemistry of
PERSUASION
Process of
PERSUASION
Science of
PERSUASION
© 2002-2018 SalesBrain All Copyrights Reserved
A NEW THEORY OF PERSUASIO
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
SCIENCE OF PERSUASION
PART A: TWO BRAIN SYSTEMS
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
5 NEUROMARKETING MODALITIES
Emotion Extraction
from Vocal Data
EEGEye Tracking
Automatic Detection
of Facial Expressions
Skin Moister Data
© 2002-2018 SalesBrain All Copyrights Reserved
2 BRAINS
SPLASHING MESSAGE
Most people believe that life
insurance policies are all the
same.
But that is not the case. If anything happens
to you, your loved ones may suffer
catastrophic consequences beyond the
emotional suffering caused by the loss of
your life.
After your disappearance, facing bills is not
the kind of troubles you want to leave behind.
And there is a way to avoid it all by getting a
life insurance policy. It is simple, affordable if
you are in good health and it will put in place
some simple mechanisms that protect your
loved ones.
To learn more, go to ABC-insurance.com.
We provide insurance to make sur your mind
is at peace
1
Blah, Blah
???
2
© 2002-2018 SalesBrain All Copyrights Reserved
Wow!
3
2
We provide insurance to make
sur your mind is at peace
You never KNOW
© 2002-2018 SalesBrain All Copyrights Reserved
PERSUASIVE MESSAGE
We provide insurance to make
sure your mind is at peace
You never KNOW
1
© 2002-2018 SalesBrain All Copyrights Reserved
PRIMAL BIASES & STIMULI
PRIMAL BIASES PRIMAL STIMULI
Avoid threats and suffering Personal
Accelerate decisions Contrastable
Reduce cognitive effort Tangible
Remember limited information Memorable
Rely on dominant sensory channel Visual
Use neurochemicals to decide Emotional
© 2002-2018 SalesBrain All Copyrights Reserved
SCIENCE OF PERSUASION
PART B: THE 6 STIMULI
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
THE “WE” VERSUS “YOU” RATIO
DOES YOUR HOMEPAGE STIMULATE
THE PRIMAL BRAIN?
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
THE BRAIN RECEIVES 11 M bits/sec
BUT…
…BUT WE CAN ONLY PROCESS 50 bits/sec
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
Attention
Retention
GAIN PROOFS
PAIN
GRABBER
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
OVER 20 SCIENTIFIC MODELS OF
EMOTIONS
© 2002-2018 SalesBrain All Copyrights Reserved
EKMAN MODEL: UNIVERSAL EMOTIONS
© 2002-2018 SalesBrain All Copyrights Reserved
The Wheel of Primal Emotions
• E-motions produce motion
• E-motions trigger decisions
• E-motions strengthen encoding
anger
surprise
fear
anticipation
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
PROCESS OF PERSUASION
STEP 1: DIAGNOSE THE PAIN
ICEBERG
DECISION DRIVERS LIKE
WANT
NEED
© 2002-2018 SalesBrain All Copyrights Reserved
LIKE
WANT
NEED
PAIN
FEAR
UNCONSCIOUSCONSCIOUS
PRIMALBRAINRATIONALBRAIN
© 2002-2018 SalesBrain All Copyrights Reserved
WANT
© 2002-2018 SalesBrain All Copyrights Reserved
PAIN EXERCISE
1.1 List your customers top PAINS - negative emotions
1.2 Rank those PAINS:
Awareness, Urgency, Intensity, # Afflicted
1.3 List the best questions to DIAGNOSE these PAINS
© 2002-2018 SalesBrain All Copyrights Reserved
PROCESS OF PERSUASION
Process of
PERSUASION
STEP 2: DIFFERENTIATE YOUR CLAIMS
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
© 2002-2018 SalesBrain All Copyrights Reserved
FIRST THE WHY THEN THE WHAT
© 2002-2018 SalesBrain All Copyrights Reserved
CLAIM EXAMPLES: CDF, LAW FIRM
© 2002-2018 SalesBrain All Copyrights Reserved
CLAIM EXERCISE
2.1 Your TOP 3 CLAIMS
Therapeutic to Pain
Original to you
Provable
2.2 Your Competitors’ CLAIMS
2.3 Wordsmith CLAIMS
2.4 “We are the only/first/best company…”
© 2002-2018 SalesBrain All Copyrights Reserved
PROCESS OF PERSUASION
Process of
PERSUASIONSTEP 3: DEMONSTRATE THE GAIN
© 2002-2018 SalesBrain All Copyrights Reserved
PROOF STRENGTH
FINANCIAL
STRATEGIC
PERSONAL
CUSTOMER
STORY
DEMO
DATA
VISION
SOCIAL
EXPERIENTIAL
ANALYTICAL
ASPIRATIONAL
Register now: bit.ly/persuasion-london
Two-day workshop
Applying the Science
of Sales & Marketing
Messaging
28-29 April | 10.00—16.30 | London
£999 early-bird
© 2002-2018 SalesBrain All Copyrights Reserved

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Top five predictions today,            .Top five predictions today,            .
Top five predictions today, .
 

The Persuasion Code: New Science of Sales & Marketing Messaging