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Press Release: New Book—The Persuasion Code

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Available for pre-order, The Persuasion Code is a book written by the team behind the world’s first neuromarketing agency. Reach your audience with the use of brain sciences and learn about the NeuroMapÔ scientific model.

SAN FRANCISCO, CALIFORNIA – 10 August 2018

CONTACT NAME: Dr. Christophe Morin
EMAIL: [email protected]

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The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime is available on September 12. This book, published by Wiley, was written by Dr. Christophe Morin and Patrick Renvoise and focuses on influencing your audience with the use of brain sciences. Get on the cutting edge of neuroscience from a book written by the team behind the world’s first neuromarketing agency.

In the book, the authors introduce NeuroMapÔ, a scientific, yet simple model to develop better marketing and sales messages. Aside from marketing and sales, the strategy of persuasion introduced covers both business and personal success. Some of the main concepts include: the dominance of the Primal Brain over the Rational Brain in buying decisions; the only 6 stimuli that always trigger a response; scientific ways to optimize your content and message delivery.

Applying neuroscience to persuasion is an aspect of marketing and advertising every professional should understand. CEOs, VPs, and professionals can all benefit from The Persuasion Code as it touches on brain-based principles for consumer, media, sales, and advertising. Dr. Christophe Morin has been recognized for nearly ten years as a leading researcher and authors in the field of neuromarketing and media neuroscience. Dr. Morin is also a professor of Media Psychology for Fielding Graduate University. Patrick Renvoise is a foremost expert in complex sales.

In a previous book release, Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain, the authors started the field of neuromarketing. Dr. Christophe Morin and Patrick Renvoise, sold over 200,000 copies and the book was translated in 12 languages. Since 2002, this book has been the go-to text for customers looking to use revolutionary sales and marketing practices.

The company behind The Persuasion Code is SalesBrain, the world’s first neuromarketing agency. Founded in 2002, the company has helped over 600 clients close more business by researching, learning and improving thousands of sales presentations, ads, websites, brochures and more. SalesBrain has worked with over 120,000 executives (including 18,000 CEOs) around the world and delivered over 3000 private workshops to professionals, and marketers around the world.

The Persuasion Code is a culmination of 16 years of research and constant interactions with executives and professionals looking to stay on the cutting-edge of marketing and sales excellence. Preorder the book now @ https://www.wiley.com/WileyCDA/WileyTitle/productCd-111944070X,descCd-buy.html

Biological Basis of Behavior Explained: What You Should Know about Hormones, Peptides and Amines

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Hormones are chemicals produced by our body to regulate three critical functions: maintain a state of balance (homeostasis), control our reproductive organs and mediate our responses to stress. Hormones are produced by endocrine glands located in various parts of the body, namely the brain, the stomach, the intestines and the kidneys. Hormones affect cell receptors that are either on the surface or inside the nuclei of a cell. They excite or inhibit the activity of cells; therefore they can profoundly modify both our conscious and subconscious behaviors.

Because hormones use the blood circulation system, they are rather slow to act compared to neurotransmitters for instance. However, the reach of hormones is more global. In fact, some hormones reach beyond the body itself like pheromones, which act to influence another person or animal. Pheromones are processed by our olfactory system and are known to strongly influence our sexual behavior.

Homeostatic hormones
Homeostatic hormones have a direct impact on the internal balance of our body. To function properly, we need specific levels of vital components in our bloodstream such as sugars, proteins, salts, carbohydrates and water. Insulin is an example of a homeostatic hormone. The role of insulin is to regulate glucose levels in the blood.

Gondola hormones
Gondola hormones are responsible for giving us our sexual appearance as well as mediating many of our sexual behaviors. Testosterone is known as the male hormone because it is responsible for masculinizing the brain.

Stress Hormones
Stress hormones help us respond to situations that deserve immediate attention such as threats or states of intense arousal. The hormone controlling the fast stress response is norepinephrine which is triggered by a neural signal from the hypothalamus. Norepinephrine activates cells to provide more energy to the entire body. The slow response to stress is mediated by another hormone called cortisol. Slower to produce its effects, cortisol does impact many organs and cellular structures to help the body respond to stress.

How do Peptides, Amine and Steroid Hormones Differ?
Peptides, amine and steroid hormones differ primarily in their cell structures, by the way they are either reused or discarded biologically, and by the nature of the biochemical impact they have on our physiology. Finally, they differ by the speed at which they produce results. We discuss those differences next.
A peptide hormone is made by cellular DNA in the same way a protein is made. It influences cellular activity by binding to receptors on the cell membrane which then generates a second reaction. Once peptides are released, they are destroyed by enzymes and there is no reuptake or recycling. One of the best known families of neuropeptides is endogenous uploads. These peptides have powerful effects on our nervous system by acting on our pleasure and pain sensations. They tend to act rather slowly. Also because they are considered large molecule structures, synthesized peptides are not taken orally.
Amines constitute a group of neurotransmitters that are synthesized in the same way and produced in the reptilian part of our brain: the brain stem. Amines are small molecule structures that play a huge role in our nervous system. Unlike peptides, they act quickly in the synaptic cleft. They also can be replaced or recycled. Amines are made of components we get from our diet so when synthesized as drugs, they can be ingested to reach the brain. Dopamine, noradrenalin, epinephrine and serotonin are four of most critical amines we depend on to regulate attention, learning, mood, aggression, pain, appetite and many more vital aspects of our biological responses to stimuli.

A steroid hormone is a small fat-soluble molecule which directly affects the protein because it pa**** easily through cell membranes to reach the nucleus. It is synthesized from ch***sterol. Indeed, ch***sterol provides substance to many cells in our body. Some of the main steroids produced by our body are estrogen, cortisol, progesterone and testosterone.

Steroid hormones diffuse away from the glands in which they are produced such as the adrenal cortex in the brain, the gonads and the thyroid

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How is Secretion Rate Monitored and Controlled?
The control and release of hormones is organized among the brain, the pituitary and the endocrine glands. Within the brain, it is mainly the hypothalamus that triggers activation of the pituitary gland which then secretes hormones that flood our entire body. Since most neurons have receptors on which hormones can act, the effect of hormones is widespread and profound. Testosterone for instance, can affect a cell at the genetic level because it reaches the nucleus where genes can be turned on and off. Because hormones travel through the circulatory system, they can reach any part of the body. Hormones are somewhat self-regulated because they also provide feedback back to the brain in order to alert our nervous system for the need to increase or reduce their levels.

From Neurons to Hormones: Understanding the Biological Triggers of our Actions

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The neural communication systems is built on billions of interconnected cells called neurons which communicate by exchanging chemicals, most of which are triggered through electrical stimulation produced by specific stimuli. The endocrine system provides another communication system which is carried by hormones synthesized by glands distributed in different places throughout the human body, one of which is actually in the brain: the pituitary gland. The pituitary gland secretes many hormones, especially some that actually control the production of other hormones. Both systems constitute the major ways by which our body is regulated. Both are interconnected and do interface in complex ways.

Both systems create a sophisticated web of responses that affect our behaviors and the body’s homeostasis. The neural system directly controls the production of many hormones. Likewise, some hormones act as neuromodulators which affect the nature of synaptic connections between neurons. There are, however, important functions that make both communication systems distinct and explain why one system may offer advantages or disadvantages over the other. We will discuss here four factors: structural design, speed, the length of impact and distance of action.

Structural Design
The nervous system is wired whereas the endocrine system is not structurally linked. In other words, neurons are connected through a logical grid; glands are not. This makes the neural network speedy and efficient. However, nerve cells must have a close anatomic connection with each other to communicate. Hormones can travel to any other part of the body. Though they are not as limited in that respect, they must find the right target receptors in order to produce any effect.

Speed
The neural system is considered fast and the hormonal is fairly slow in comparison. Reactions at a neural level happen in milliseconds. By contrast, the way hormones are secreted and travel through the bloodstream make them slow-acting once they bind with the appropriate receptors.

Length of Impact
The impact of a neural connection tends to be short and requires repetition to produce long-lasting effects. On the other hand, hormones can generate responses that affect the body even after the binding to the receptors has ceased. Specifically hormones that affect the production of proteins have longer effect than those that are just activating enzymes.

Distance of action
Though axons can be quite long in order to cover the distance between the brain and some of the most distant points of the spinal cord, the nature of neural transmission is that it is more local than global by design. By using the bloodstream as a channel through which it reaches target sites, hormones have more outreach than neurons in the way they communicate and impact the body.

As different as both systems may be on the issue of structural design, speed, length of impact, and distance of action, both systems support the way our body maintains a state of homeostasis when facing stress, external stimuli, and many other of life’s attempts to disrupt our state of balance.

Fast Company Features Patrick Renvoise

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Fastcompany features Patrick Renvoise in seminal article discussing the use of neuromarketing by major political candidates. For more, click here.

There are a multitude of reasons the Republicans regained control of Congress in Tuesday’s elections–unemployment, voter discontent, tea party-ism. But the one influential factor you aren’t likely to hear about is the use of political neuromarketing during the campaign…. read more.