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The marketer’s job is to create the brand and then create the pattern by associating that brand making neural connections to other memories in your brain.

In this sixth episode of the series ‘The Science Behind Why People Buy’, my guest is Patrick Renvoise, author of the Persuasion code.

When it comes to create a compelling message for your customers do you know the 4 key questions you should ask to get their attention? .

Watch our conversation to get the answers to these question and much more.

[00:00 -14:10] Patrick joins me live for a small Q & A before the main topic of the day:

  • He tells us what are the commonly asked questions when it comes to neuromarketing
  • What any marketer, business owner, and executive should pay attention to in 2020 to boost marketing results?
  • We also talk to our francophone audience [9:38 – 12:50]


  • Discover the Chemistry of Persuasion, why you have to think of yourself as a psychologist rather than a sales & marketing person as well as what makes a great brand promise

[30:48 – end]

  • Catch up all the replays and what is coming up


About Patrick Renvoise

Patrick Renvoise is Chief Neuromarketing Officer & Co-Founder of SalesBrain based in San Francisco, CA. They have designed a unique Persuasion model called NeuroMap TM to make it easier and faster to PERSUADE your prospects to say “Yes, I want to buy from you.”

Patrick speaks worldwide about NeuroMap and is the co-author of 2 award winning books:  NeuroMarketing: Understanding the buy button in your Customers’ brain & The Persuasion Code: How Neuromarketing Can Help Persuade Anyone, Anywhere, Anytime with Dr. Christophe Morin.

10 Key takeaways  

Here are the 10 key takeaways from our conversation today:

  1. In traditional marketing, we asked people, what do they want, and then based on their answers we build a product and later we create a strategy to sell that product. 
  2. People don’t really know what they want but marketers try to influence them to buy what they are selling in a logical way 
  3. Human responses to sales and marketing messages are non-rational yet sales techniques teach us a logical way to sell 
  4. There is a simple model, a simple step by step process to maximise your probability to persuade: the NeuromapTM with this formula; Probability to persuade = Pain x Claim x Gain x Primal brain 
  5. The decision-making process is completely driven by the primal brain. We don’t have one brain but two brains: the rational brain and the primal brain. Persuasion is a process that radiates from the primal way towards the neocortex.
  6. There are 6 key stimuli’s that summarises the 188 cognitive biases known that trigger insights from a brain response to help marketers optimise their chances of getting results: Personal (to survive), Contrastable (to speed up), Tangible (to simplify), Memorable (to store less), Visual (to see), Emotional (to sense) 
  7. The Recency Effect predicts that you will remember more the last piece of information that you hear more than other information that you’ve learned in the past; and because it’s more present to your mind, you will believe that it’s true even if it’s not. Works hand in hand with the Primacy Effect, which is the very first piece of information you hear
  8. Struggling marketers try to access the customer rational brain but the savvy and successful ones access instead of the emotional brain. Understanding the reptilian nature of our brain can help us get better relationships
  9. If consumers understand these neuromarketing principles, they will no longer buy things they don’t need
  10. To have successful marketing, don’t start with what the consumer consciously wants, but what they unconsciously want. Neuro-marketing provides tools to measure physiological changes instead which happen below people’s consciousness, they cannot control it, gives us a better picture of what they want. 

Action points

What is your key takeaway from this episode? How are you going to use this new knowledge in your business or in your marketing? Comment below. 


  • Book The Persuasion Code: How Neuromarketing Can Help Persuade Anyone, Anywhere, Anytime by Dr. Christophe Morin & Patrick Renvoise


Contact Patrick Renvoise

Contact Me, Francine Beleyi