Neuromarketing Training Curriculum
The Persuasion Code — how to speak the brain's native language and move decisions.
Grounded in the NeuroMap® framework, this training turns peer-reviewed neuroscience into a practical persuasion system. It has been delivered to leaders and teams for over 17 years — teaching how the Primal Brain decides and how to build messages it acts on.
What You'll Learn, Module by Module
Foundations — The Persuasion Code
Two brains. One decision-maker.
- How the brain actually makes buying decisions
- The Primal Brain vs. the Rational Brain — and who really decides
- Why most marketing targets the wrong brain and wonders why it fails
The 6 Primal Stimuli
The brain’s native language.
- Personal, Contrastable, Tangible, Memorable, Visual, Emotional
- How each stimulus triggers the Primal Brain
- Auditing your current messaging against all six
Step 1 — Diagnose the PAIN
No PAIN, no gain.
- Why PAINs drive decisions more than WANTS or NEEDS
- Sources, intensity, and consequences of customer pain
- Uncovering the pain your customer will pay to remove
Step 2 — Differentiate Your CLAIMS
No CLAIM, no fame.
- Defining unique claims — even for commodity products and services
- Making claims Therapeutic, Original, and Provable
- Repeating claims for reinforcement without fatigue
Step 3 — Demonstrate the GAIN
No evidence, no confidence.
- Four proven methods to prove customer GAIN
- Perceived value vs. described value
- Financial, strategic, and personal gains — ranked by impact
Step 4 — Deliver to the Primal Brain
No clarity, no close.
- The 6 persuasion elements: Grabber, Claims, Big Picture, Proofs, Objections, Close
- Structuring a message the Primal Brain can decide on quickly
- Handling objections and closing with two powerful questions
Amplify — The 7 Persuasion Catalysts
Boost every message.
- Use “You”, Be Credible, Apply Contrast, Trigger Emotion
- Vary Teaching Modes, Tell Stories, Make It Short
- Layering catalysts onto each persuasion element
Apply & Practice
From framework to your work.
- Hands-on application to your own pitch, campaign, or message
- Live feedback, Q&A, and a personal action plan
- Practical takeaways your team can use the next day
Delivered to Fit Your Team
From a half-day fundamentals session to a multi-day intensive — on-site or online.
Persuasion Code Fundamentals
Half-day (≈3.5 hrs). The neuromarketing and NeuroMap® basics — Introduction, the 6 stimuli, and the 4-step process.
Multi-Day Intensive
A deeper build across the full framework, with extended application labs and message clinics for your team.
On-Site or Online
Delivered live at your offsite or conference, or virtually for distributed teams.
For: marketing, communications, PR, and sales teams — plus CEOs, VPs of Sales, Marketing, Product, and Business Development.
Bring the Neuromarketing Training to Your Team
Let's tailor the curriculum and format to your goals.