The Persuasion Code

CHAPTER 8Deliver to the Primal Brain

The answers to the first three steps of pain, claims, and gain will define the content of your message i.e what you should communicate to maximize the probability that your targets' brains, both their rational brains and more importantly their primal brains, will support a yes decision. Now you need to work on how to communicate those concepts of pain, claims, and gain, so their brains truly understand, believe, and remember what you are saying. You need to make the delivery of your message brain‐friendly! NeuroMap gives you the blueprint of the best delivery to achieve the maximum persuasive effect. There are two critical concepts we will discuss next: persuasion elements and persuasion catalysts. We recommend that you look up the poster illustrating NeuroMap printed on the back of the book cover, or go to www.salesbrain.com to download it for free!

SIX PERSUASION ELEMENTS

The persuasion elements are the building blocks or fundamental ingredients of the content you need to communicate to your customers (Figure 8.1).

Figure 8.1 Six persuasion elements.

To use a chemistry analogy, if the persuasion elements are the various components of your messages, the persuasion catalysts (Figure 8.2) represent the Bunsen burners, that will turn ...