I’m more and more fascinated by the book Made You Look by Carmen Simon, Ph.D. It’s joining my collection of reference books for marketers. Dr. Simon enables marketers to learn from cognitive neuroscience. She’s bringing big new ideas about persuasion to the table. One idea is that “Collaborative attention inhibits individual memory.” Since this idea …
Marketers can learn 7 lessons about persuasion from a new book by Lee Hartley Carter, Persuasion: Convincing Others When Facts Don’t Seem to Matter. 1. Facts Are Never Enough “At a biological level, brains aren’t hardwired to look for facts. Instead we rapidly and automatically process opinions we agree with as if they are facts,” …
7 ideas to take away This is a book review of How Minds Change, The Surprising Science of Belief, Opinion, and Persuasion, a new book by David McRaney. How Minds Change offers useful ideas for marketers, communicators, and leaders about communications and persuasion. Among them are these 7 takeaways: Disagreement is a natural human condition that …
Book review: Jonah Berger’s “Magic Words” Here’s a great book on choosing the right words to make your message more persuasive: Magic Words: What to Say to Get Your Way. The author, Jonah Berger, is a marketing professor at the Wharton School at the University of Pennsylvania and has written several books, including Contagious. …
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