The Persuasion Code

WHY READ THIS BOOK?

You may not realize this, but each day you create messages to persuade others. It could be one of the hundreds of emails you regularly send to your colleagues, friends, or customers. Or you may participate in the creation of an ad, a web page, a corporate video, and slides for a sales presentation. Often, cognitive effort and money are invested in many of these tasks. However, have you ever wondered how effective all these attempts are from the perspective of people's brains? What attention can you truly recruit? What are your chances of rewiring pre‐existing beliefs and opinions? Can you trigger the “buy button” in your targets' heads?

This book will help you realize that most of your efforts to persuade others are not optimized for the brain. We are bombarded with persuasive messages throughout the day, which is why 99% of them are being ignored. They “splash” off our brains (see Figure 0.2). In The Persuasion Code, however, you will learn proven strategies to ensure your messages get through.

Figure 0.1 Buy button.

Source: SalesBrain. All Rights Reserved. 2002–2018.

Figure 0.2 The splashing effect.

Source: SalesBrain. All Rights Reserved. 2002–2018.

Simply put, the purpose of our book is to help you use cutting‐edge persuasion science to make your ...