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| | Description | Unveiling a remarkable combination of the latest brain research and revolutionary marketing practices, authors Patrick Renvoise and Christophe Morin present highly effective, techniques to build and deliver powerful, unique, and memorable messages that will have major, lasting impact on any audience. The book covers:
• What the latest brain research says about the true ‘decision center’
• How to craft your message to appeal to the part of the brain that decides: the Old Brain
• The 6 stimuli that always trigger a response from the Old Brain
• The 6 message building blocks of an effective message
• The 7 impact boosters that set a presentation apart from the rest
• The 3 different learning styles and how to address them
• How to create impact and grab immediate attention every time What is the Old Brain and why is it important to anyone? New research in neuroscience reveals that the human brain is categorized into three separate parts that act as separate organs with different cellular structures and different functions:
The "New Brain" thinks; it processes rational data.
The "Middle Brain" feels; it processes emotions and feelings.
The "Old Brain" decides; it reviews input from the other two brains and controls the decision making process. Traditionally, we have been taught to communicate to the New Brain, logically and rationally, while failing to address the true decision maker, the primitive Old Brain, in a language it can understand. In this groundbreaking book, authors teach how to build and deliver messages that provide maximum impact by speaking directly to the Old Brain. The principles in this unique book will revolutionize the way executives, marketing and sales professionals communicate and sell so they successfully influence any audience, anytime. | |
| | Product Details | | Author: | Patrick Renvoise | | Library Binding: | 204 pages | | Publisher: | SalesBrain Publishing | | Publication Date: | 2003-11 | | ISBN: | 0974348201 | | Package Length: | 9.3 inches | | Package Width: | 6.4 inches | | Package Height: | 0.9 inches | | Package Weight: | 1.25 pounds | | Average Customer Rating: |  based on 11 reviews |
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| | Customer Reviews | Average Customer Review: ( 11 customer reviews )
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Most Helpful Customer Reviews
3 of 3 found the following review helpful:
 Crude and erroneous Nov 15, 2009
By Scribe
As a neuroscientist, I can tell you that the authors' theories set forth in this book are ludicrously simplistic, and the science is basically incorrect. An examination of most of the (legitimate) literature describing experiments that have sought to unravel the brain regions involved in decision-making processes during product evaluation and purchases will back me up. Combinations of 'new brain' (e.g., various regions of the prefrontal cortex, cingulate gyrus, etc.) and 'midbrain' (e.g., brain regions that anticipate gain or loss, like the nucleus accumbens and insula, or that are active during emotional responses, like the amygdala and hippocampus) increase (or sometimes decrease) their activity when product choices are made. The 'old brain' (brainstem) plays only a rudimentary (if any) role. The authors of this book have argued that exactly the opposite is the case: according to them, we make decisions with the part of the brain that we share in common with the chicken and the frog. These guys should stick to business and not dabble in pseudoscience.
2 of 2 found the following review helpful:
 If you want to boost your sales, read it! Dec 10, 2003
By Jean B. Duler
Tell your friends about the book, not your competitors.
The book is well done, clear.
I personally like to rationalize things, processes, and the book helped me a lot.
I run a small/middle size company in financial services.
1 of 1 found the following review helpful:
Finally a book that reveals what neuromarketing is all about Mar 24, 2005
By Nathalie Piel
Just a few months ago the word neuromarketing was unknown, but I finally got it while reading this book. It's all about that ancestral brain that we inherited from our evolutionary process. With this book neuromarketing opens up a new science to study and better predict the impact of sales and marketing messages.
The most recent books on the subject such as "How customers think" by G. Zaltman (Harvard Prof.) or the "Ancestral Mind" by Gregg Jacob (also from Harvard) or "Blink: the power of thinking without thinking" by Malcolm Gladwell all confirm the unconscious yet dominant nature of the "Old Brain" in the decision-making process. In fact a few years ago Bert Decker in "You've got to be believed to be heard" was one of the first author to touch on the importance of the "Old Brain"... yet he came short of creating a real model as developed in "Selling to the Old Brain".
This book is a must read for anybody in sales and marketing, and if you're not looking at what's coming from neuromarketing you might miss the best discoveries of these last 20 years... as for the guy who wrote that bad review above he has to be a creationist [people that don't believe in the theory of evolution]. As far as I am concerned I agree with James Cappon (former President Levi's Jeans) who is quoted on the cover page: this is the best marketing book of the decade...
1 of 1 found the following review helpful:
Unique approach Dec 09, 2003
The techniques for reaching the "true" decision maker are groundbreaking and innovative.This book goes beyond the traditional selling techniques and incorporates unique insights into how the brain really works and makes decisions. It makes for fascinating reading.
2 of 3 found the following review helpful:
Easy to read - memorable - impactful Dec 15, 2003
Selling to the Old Brain brings a refreshing perspective on effective communications.
What I like about this book is that it does more than offering a framework for building and delivering impactful messages, it really explains what makes messages impactful in the first place. If you want to make a lasting, positive impression on your audience, this book is for you.
See all 11 customer reviews on Amazon.com
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