Capture attention, attract, convince - the three main tasks that every marketer solves. Are you trying to be convincing, but your texts do not attract people? It's no secret that buyers make decisions irrationally, inventing rational reasons for refusal in hindsight, which is why traditional models of persuasion do not work. Neuromarketing comes to the aid of marketers and sellers, aimed at the primary brain - the oldest structure that is responsible for instant and unconscious reactions. Based on the latest scientific data, Christopher Morin and Patrick Renvoise offer a model that will help create effective advertising, selling presentations and increase website conversion .Neuromarketing is the science of persuading anyone, anywhere, anytime. In the book you will find: six persuasive stimuli that appeal directly to the primary brain; four steps to convince any opponent; more than 30 working cases.