As you all probably already know, neuromarketing is the application of newly discovered truths of neuroscience to the art of marketing, which can be used to effectively persuade your target audience; that is if you understand the language of the “lizard,” or the non-conscious part of our brain. Some call it the reptilian brain.
Our guest today is Jim Crimmins, author of 7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence. Jim is a professional persuader and has an impressive background of academic and real-world credentials.
We discuss the principles of persuasion and how small businesses or entrepreneurs can leverage these principles to target behavior changes on par with professional marketing agencies. Persuasion is done best when people persuade themselves. Jim illustrates simple ways to target behavior rather than attitudes in order to establish long-lasting shifts in brand awareness.
Jim Crimmins has been a professional persuader for 27 years. He has worked as the chief strategic officer of DDB Chicago and as a worldwide brand planning director for clients such as Budweiser, McDonald’s, State Farm, and Betty Crocker.
Jim has a PhD in sociology and a master’s degree in statistics and has taught integrated marketing communication at Northwestern University’s Medill School. He combines his scientific, professional, and academic background to explain how the revolution in mind science changes the conventional wisdom of influence and can make anyone a more successful persuader.
In 2014, he launched PersuadeTheLizard.com, a site that ranks advertisements, PSAs and political ads on their ability to persuade. The site has been featured on AgencySpy, AdCouncil, and on radio stations across the country.
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On Today’s Episode We’ll Learn:
- Five aspects of the power of language in the non-conscious part of our brain.
- Why changing behavior is easier than changing attitudes.
- How to determine the leverage points when attempting to change attitudes and impact preferences.
- An example of why targeting irrational choices will have no impact on behavior.
- Why the Energizer Bunny has had a lasting impact on our collective consciousness.
Key Resources for Jim Crimmins:
- Connect with Jim: PersuadeTheLizard.com | Twitter | Facebook
- Amazon: 7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence
- Kindle: 7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence
- Audible: 7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence
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Full Episode Transcript: