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7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence Anyone, by James Crimmins
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- Sales Rank: #659207 in Books
- Brand: Career Press
- Published on: 2016-09-19
- Released on: 2016-09-19
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .51" w x 6.00" l, .0 pounds
- Binding: Paperback
- 224 pages
- Career Press
Review
“Understanding effective persuasion is foundational for anyone interested in the field of marketing and communications. The reason is beautifully explained, and exemplified in 7 Secrets of Persuasion. Jim helps us understand what’s primal and true about us, but more, he brings persuasion to life with example after example.”
―Tom Collinger, executive director, Spiegel Digital & Database Research Center, senior director, Medill Distance Learning, Northwestern University
“Jim Crimmins explains what really drives human behavior. For anyone who hopes to influence what people do or what they buy, Jim’s book is required reading.”
―Keith Reinhard, chairman emeritus of DDB Worldwide and a member of the Advertising Hall of Fame
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.
Most helpful customer reviews
7 of 7 people found the following review helpful.
“I’ve learned that people will forget what you said...but they will never forget how you made them feel." Maya Angelou
By Robert Morris
Actually, rather than “secrets,” James Crimmins carefully identifies and then brilliantly examines some of the most significant revelations from a number of recent research studies that identify “neuromarketing techniques to influence anyone.” He observes: “Recent discoveries in psychology, behavioral economics, and neuroscience dramatically expand what we know about how we choose and should change how we attempt to persuade. We’ve learned that consciousness is not central to most of our decisions. It feels central, but scientific evidence shows that consciousness usually takes a back seat. This turns the conventional wisdom on its head and may explain why persuasion attempts, whether of one person or of many, often don’t work.” What does? Also, how and why? Crimmins wrote this book to answer these questions.
These are among the several5 passages of greatest interest and value to me, also listed to suggest the scope of his coverage:
o The Lizard (Pages 13-25)
o Persuasion’s Two Challenges (25-29)
o Mental Availability (32-36
o The Preference of Others (54-67)
o Which Is Easier to Change, the Act or the Attitude? (72-74)
o Tools to Change the Act (80-82)
o The Leaky Hose (82-86)
o Think Big (94-95)
o Intel Inside (99-104)
o Unique or Motivating: an Easy Choice (106-109)
o Language Camouflage (113-118)
o Unearthing True Motivations (119-120)
o Show People How to Feel the Way They Would like to Feel (133-138)
o Self-Image Enhancement 140-142)
o Art of Conversation (57-163)
o Art of Generating Inference (163-167)
o Art of Engagement (167-171)
o Personal Persuasion (178-181)
Some of the most valuable information, insights, and counsel provided in the book focus on two mental systems: the automatic system (our nonconscious mental processes) and the reflective system (our conscious mental processes). “We now know the automatic system affects all our choices and it is the sole influence in many...The automatic mental system is what Richard Thaler and Cass Sunstein refer to as the “lizard system” in Nudge: Improving Decisions About Health, Wealth, and Happiness, published by Yale University Press (2008).
Most of us are infrequently in a situation that requires us to persuade others to accept ideas, opinions, recommendations, etc. This could be characterized as a “lizard encounter.” We face three separate but interdependent challenges:
1. Understand what the lizard is and does...what it isn’t and doesn’t do.
2. Understand the lizard’s language.
3. Understand the lizard’s “hot buttons” and know how to punch them.
James Crimmins thoroughly prepares his reader to respond effectively to all three challenges. These are among his concluding remarks: “Because the remarkably capable lizard is in charge of most decisions, reasoned argument is a waste of time. You can only persuade the lizard if you speak its language and show the lizard a better way to fulfill its desires.”
You would be well-advised to read this book before your competition does.
3 of 3 people found the following review helpful.
An Insightful, Fascinating and Practical Book
By Marty Horn
A lot of "Secrets" books out there cover things that really aren't so secretive. It's stuff everybody pretty much knows already. Not so with "7 Secrets of Persuasion". Tapping into the latest in neuroscience research and combining that with "real world" examples, Crimmins easy-to-read book reveals little known, yet fascinating ways into how the brain processes information, how people really make decisions (which they are totally unaware of), and the kinds of messages that can move people to take action -- contrary to what many professionals in marketing, advertising, sales, politics, etc. would contend.
The insights - or should I say secrets! - this book brings to light into how the mind works and the practical applications of those insights make "7 Secrets of Persuasion" required reading for anyone interested in developing communication with greater relevance, originality and impact.
1 of 1 people found the following review helpful.
Highly recommended!
By Colleen Crimmins Rosen
You don't have to be in marketing, advertising to benefit from the many insights on persuasion that are included in this book. As a wife and a mother, I'm very inspired by Crimmins' tips for effective personal persuasion. Chapter 10 is a must read if you have ever or will ever wish to change an unhealthy behavior of a loved-one, for example. It could be something as small as trying to persuade your teenagers to be more energy efficient around the house or as big as persuading your spouse to stop smoking. You're not going to get anywhere by lecturing them. "Persuasion in general, and personal persuasion in particular, can't be about what I, the persuader, want. The only way to persuade anyone of anything is to talk about what they want and show them how to get it." That quote from chapter 10 is just one of the hidden gems I discovered in this book. I've learned a great deal from reading the entire book and I'm already making it work for me.
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