The Science of Persuasion

On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising.

They discuss the conscious mind and how much information it can process, versus the volume that the unconscious mind can manage. 

They go through a number of techniques to help change consumer behavior. They talk about “power words” that can be used to better land an advertising message with a listener, viewer or reader. Mark explains what implanting means, the reason for using “because” statements, embedded commands, metaphors and so much more. And they consider how advertisers can cut through all of the information that compete for consumers’ attention. 

Some recommended resources:

Influence by Robert B. Cialdini

Pre-Suasion by Robert B. Cialdini

Thinking, Fast and Slow by Daniel Kahneman