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7 Secrets of Persuasion by James C. Crimmins

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FOREWORD

Anyone who wishes to persuade a child, a boss, a partner, a spouse, or a customer in a showroom should read this book. The principles of persuasion Jim Crimmins reveals on the pages that follow apply in any situation where individuals need to be persuaded to do something they are not doing or, conversely, to be persuaded not to do something they are already doing.

As a longtime practitioner of advertising, I wish Jim had written this book years ago when I was still working day to day in the business of creating campaigns for clients and trying to get them to understand what we intuitively knew: Consumers may rationalize a brand choice, but the choice is really driven by their emotions. People don’t choose a brand based on facts and rational ...

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