‘Vital reading for anyone who wants to create communications that cause people to act.’
Matt Barlow, CEO, CAP
When you face a red light, what can you say to turn it green?
On stage needing to hook the audience?
Convincing a friend over coffee?
Sweating it in a job interview?
The results of what you say aren’t coincidence. Whether you persuade, or not, is down to whether you use the right prompts.
The Centre Brain – the body’s action centre – responds to what it hears. And, if the right prompts are used, the brain can be persuaded to act. Effective communication isn’t a lottery. The Centre Brain explains why your communication works, or doesn’t. Why you prompt action, or don’t.
The result of a 20-year quest to discover what prompts action, The Centre Brain offers readers a glimpse into the story behind their stories. Combining psychological insight, real-life experience and inspiring application, this book will show how you can make your message unmissable using the Centre Brain 5 prompts to action.
Table des matières
Part 1: Understand what you have
1 Doors
2 The point is to understand
Part 2: The brain’s five persuasion prompts
3 The message-to-idea metamorphosis principle
4 The Why-first principle
5 The contrasting-options principle
6 The picture-power principle
7 The emotional-connection principle
Part 3: Centre Brain communicators
8 Five great communicators
Part 4: Make it happen
9 Your body’s ninth system: persuasion
149 10 A technique for finding ideas
161 11 A technique for finding the Why
167 12 A technique for using contrast
173 13 A technique for extracting the picture
179 14 A technique for generating emotional connection
187 15 What you put in = what you get out
191 Notes
A propos de l’auteur
Steve Adams works with charities, organisations and churches, on brand, story and communication, helping them use the five prompts of Centre Brain to trigger action. He’s a popular conference speaker, has worked in TV, Radio and Magazines, and as Tearfund’s Head of Global Brand and Communication.
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