7 Secrets of Persuasion is the first book to apply neuroscience to the art of persuasion”that is, it directly translates theatest in neuroscience into practical new techniques for effective persuasion. Based on his years of experience as a professional persuader and advertiser, Jim Crimmins provides us with the tools to communicate in a compelling and persuasive manner. Whether your goal is to persuade one person”a husband, child, or boss or the millions of people who form the market for your product, 7 Secrets of Persuasion is the book for you.