The Persuasion Code

Co-authored with Patrick Renvoisé

Based on nearly two decades of research on advertising and sales message effects on the human brain, this book presents the first comprehensive model of persuasion based on neuroscience, media psychology, and behavioral economics — introducing the award-winning NeuroMap™ framework.

The Persuasion Code presents a science-based, step-by-step process for developing successful marketing and sales messages that bypass rational resistance and speak directly to the primal brain. Co-authored with Patrick Renvoisé, it is the definitive guide for anyone who wants to understand and apply the neuroscience of persuasion in business.