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Understand the three levels of the brain for effective persuasion from "summary" of O Código da Persuasão by Christophe Morin,Patrick Renvoise
To persuade effectively, it is crucial to understand the three levels of the brain. These three levels are the new brain, the middle brain, and the old brain. The new brain, also known as the neocortex, is responsible for analytical thinking, decision-making, and language processing. It is where rational thoughts and logical arguments are processed. However, the new brain is not the primary driver of decision-making. In fact, it only plays a small role in the persuasion process. The middle brain, also known as the limbic system, is where emotions are processed. This is the part of the brain that drives decision-making based on feelings and gut reactions. Emotions are powerful drivers of behavior, and tapping into the middle brain is essential for successful persuasion. By appealing to emotions such as fear, desire, or pleasure, you can influence people's decisions and actions. The old brain, also known as the reptilian brain, is the most primitive part of the brain. It is responsible for survival instincts and automatic responses. The old brain is constantly scanning the environment for threats and rewards, and it makes quick decisions based on instinct and intuition. To be truly persuasive, you need to speak directly to the old brain by triggering primal emotions like fear, greed, or status. By understanding the three levels of the brain, you can tailor your persuasive messages to appeal to each level effectively. Start by capturing the attention of the old brain with a strong emotional hook. Then, provide logical arguments to engage the new brain and validate the decision. Finally, reinforce the emotional appeal to the middle brain to seal the deal. By aligning your message with the way the brain processes information, you can increase your chances of successfully persuading others.
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