دانلود کتاب کدهای متقاعد سازی (زبان اصلی)

نام کتاب: Persuasion CODE

دسته بندی: روانشناسی – نورومارکتینگ

اثر: CHRISTOPHE MORIN

زبان: انگلیسی

تعداد صفحات: ۲۵۸

نوع فایل دانلودی: PDF

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فهرست مطالب کتاب

COVER
ACKNOWLEDGMENTS
ABOUT THE AUTHORS
WHY READ THIS BOOK?
INTRODUCTION
IS NEUROMARKETING A COMPLICATED FIELD?
WILL NEUROMARKETING REVEAL FLAWS OF PRIOR
CAMPAIGNS?
CAN CREATIVE AND PERSUASION SCIENCE MIX?
WHY ARE MARKETERS ADDICTED TO WEB ANALYTICS?
WHY YOU WILL LOVE A BRAIN‐BASED PERSUASION
MODEL
PART I: DECODING PERSUASION SCIENCE
CHAPTER 1: Why Is Neuromarketing a Game Changer?
WHAT NEUROMARKETING CAN TELL YOU OTHER
METHODS CANNOT
WHAT TO REMEMBER
CHAPTER 2: The Neuroscience of Persuasion
ATTENTION, EMOTIONS, AND DECISIONS IN THE
BRAIN
THE NEUROMARKETING RESEARCH MATRIX
WHAT TO REMEMBER
PART II: DECODING PERSUASION THEORY
CHAPTER 3: NeuroMap: A Brain‐Based Persuasion Theory
POPULAR PERSUASION THEORIES
SALESBRAIN’S MODEL OF PRIMAL DOMINANCE:
NEUROMAP
WHAT TO REMEMBER
CHAPTER 4: Applying Six Stimuli to Persuade the Primal
Brain
PERSONAL
CONTRASTABLE
TANGIBLE
MEMORABLE
VISUAL
EMOTIONAL
INTEGRATING THE SIX STIMULI
WHAT TO REMEMBER
PART III: DECODING YOUR PERSUASIVE NARRATIVE
CHAPTER 5: Diagnose the Pain
WHY PAINS DRIVE BUYING BEHAVIOR
AN INTEGRATED VIEW OF DECISION DRIVERS
PAIN CASE STUDIES
WHAT TO REMEMBER
CHAPTER 6: Differentiate Your Claims
WELL‐KNOWN CLAIMS
HOW TO SELECT YOUR CLAIMS
CLAIMS EXAMPLES FROM SALESBRAIN CUSTOMERS
THE CONNECTION BETWEEN BRAND AND CLAIMS
WHY LIMIT YOURSELF TO THREE SHORT CLAIMS?
WHY WORDSMITH YOUR CLAIMS?
WHAT TO REMEMBER
CHAPTER 7: Demonstrate the Gain
THE SCIENCE OF GAIN COMPUTATION IN THE BRAIN
MEMORY AND GAIN EVALUATION
YOUR VALUE PROPOSITION
THE THREE TYPES OF VALUE
THE FOUR TYPES OF PROOF
THE COST
THE GAIN EQUATION
WHAT TO REMEMBER
CHAPTER 8: Deliver to the Primal Brain
SIX PERSUASION ELEMENTS
GRABBERS
YOUR CLAIMS
BIG PICTURES
PROOFS OF GAIN
OBJECTION REFRAME
CLOSING
SEVEN PERSUASION CATALYSTS
WORD WITH “YOU”
TELL STORIES
BE CREDIBLE
APPLY CONTRAST
VARY TEACHING MODALITIES
TRIGGER EMOTIONS
AIM FOR LESS
WHAT TO REMEMBER
CONCLUSION
APPENDIX: NEUROMAP SIMPLIFIED NEUROSCORING TOOL
NEUROSCORING STIMULI
USING NEUROQUADRANTS