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The Persuasion Code: New Science of Sales & Marketing Messaging

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Based on the 30 years of research and development found in his book 'The Persuasion Code', Dr Christophe Morin, Persuasion Science Partner at O'Gara-Co, will introduce a 4-step process – PAIN-CLAIM-GAIN-PRIMAL BRAIN – to help you create a message with impact.

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The Persuasion Code: New Science of Sales & Marketing Messaging

  1. 1. 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.
  2. 2. © 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…
  3. 3. © 2002-2018 SalesBrain All Copyrights Reserved
  4. 4. © 2002-2018 SalesBrain All Copyrights Reserved
  5. 5. © 2002-2018 SalesBrain All Copyrights Reserved …BUT PERSUASION IS CHALLENGING BECAUSE 188 Biases 70,000+ Books 480,000+ Research Papers …IT’S COMPLICATED
  6. 6. © 2002-2018 SalesBrain All Copyrights Reserved
  7. 7. © 2002-2018 SalesBrain All Copyrights Reserved NEUROMAP™ IS BASED ON: Theory of PERSUASION Chemistry of PERSUASION Process of PERSUASION Science of PERSUASION
  8. 8. © 2002-2018 SalesBrain All Copyrights Reserved A NEW THEORY OF PERSUASIO
  9. 9. © 2002-2018 SalesBrain All Copyrights Reserved
  10. 10. © 2002-2018 SalesBrain All Copyrights Reserved SCIENCE OF PERSUASION PART A: TWO BRAIN SYSTEMS
  11. 11. © 2002-2018 SalesBrain All Copyrights Reserved
  12. 12. © 2002-2018 SalesBrain All Copyrights Reserved 5 NEUROMARKETING MODALITIES Emotion Extraction from Vocal Data EEGEye Tracking Automatic Detection of Facial Expressions Skin Moister Data
  13. 13. © 2002-2018 SalesBrain All Copyrights Reserved 2 BRAINS
  14. 14. 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
  15. 15. 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
  16. 16. © 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
  17. 17. © 2002-2018 SalesBrain All Copyrights Reserved SCIENCE OF PERSUASION PART B: THE 6 STIMULI
  18. 18. © 2002-2018 SalesBrain All Copyrights Reserved
  19. 19. © 2002-2018 SalesBrain All Copyrights Reserved
  20. 20. © 2002-2018 SalesBrain All Copyrights Reserved
  21. 21. © 2002-2018 SalesBrain All Copyrights Reserved THE “WE” VERSUS “YOU” RATIO DOES YOUR HOMEPAGE STIMULATE THE PRIMAL BRAIN?
  22. 22. © 2002-2018 SalesBrain All Copyrights Reserved
  23. 23. © 2002-2018 SalesBrain All Copyrights Reserved
  24. 24. © 2002-2018 SalesBrain All Copyrights Reserved
  25. 25. © 2002-2018 SalesBrain All Copyrights Reserved
  26. 26. © 2002-2018 SalesBrain All Copyrights Reserved THE BRAIN RECEIVES 11 M bits/sec BUT… …BUT WE CAN ONLY PROCESS 50 bits/sec
  27. 27. © 2002-2018 SalesBrain All Copyrights Reserved
  28. 28. © 2002-2018 SalesBrain All Copyrights Reserved Attention Retention GAIN PROOFS PAIN GRABBER
  29. 29. © 2002-2018 SalesBrain All Copyrights Reserved
  30. 30. © 2002-2018 SalesBrain All Copyrights Reserved
  31. 31. © 2002-2018 SalesBrain All Copyrights Reserved
  32. 32. © 2002-2018 SalesBrain All Copyrights Reserved OVER 20 SCIENTIFIC MODELS OF EMOTIONS
  33. 33. © 2002-2018 SalesBrain All Copyrights Reserved EKMAN MODEL: UNIVERSAL EMOTIONS
  34. 34. © 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
  35. 35. © 2002-2018 SalesBrain All Copyrights Reserved
  36. 36. © 2002-2018 SalesBrain All Copyrights Reserved
  37. 37. © 2002-2018 SalesBrain All Copyrights Reserved
  38. 38. © 2002-2018 SalesBrain All Copyrights Reserved PROCESS OF PERSUASION STEP 1: DIAGNOSE THE PAIN
  39. 39. ICEBERG DECISION DRIVERS LIKE WANT NEED © 2002-2018 SalesBrain All Copyrights Reserved LIKE WANT NEED PAIN FEAR UNCONSCIOUSCONSCIOUS PRIMALBRAINRATIONALBRAIN
  40. 40. © 2002-2018 SalesBrain All Copyrights Reserved WANT
  41. 41. © 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
  42. 42. © 2002-2018 SalesBrain All Copyrights Reserved PROCESS OF PERSUASION Process of PERSUASION STEP 2: DIFFERENTIATE YOUR CLAIMS
  43. 43. © 2002-2018 SalesBrain All Copyrights Reserved
  44. 44. © 2002-2018 SalesBrain All Copyrights Reserved
  45. 45. © 2002-2018 SalesBrain All Copyrights Reserved FIRST THE WHY THEN THE WHAT
  46. 46. © 2002-2018 SalesBrain All Copyrights Reserved CLAIM EXAMPLES: CDF, LAW FIRM
  47. 47. © 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…”
  48. 48. © 2002-2018 SalesBrain All Copyrights Reserved PROCESS OF PERSUASION Process of PERSUASIONSTEP 3: DEMONSTRATE THE GAIN
  49. 49. © 2002-2018 SalesBrain All Copyrights Reserved PROOF STRENGTH FINANCIAL STRATEGIC PERSONAL CUSTOMER STORY DEMO DATA VISION SOCIAL EXPERIENTIAL ANALYTICAL ASPIRATIONAL
  50. 50. 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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