‘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.
Mục lục
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
Giới thiệu về tác giả
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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