Summary of 7 Secrets of Persuasion

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

7 Secrets of Persuasion book summary


8 Overall

8 Applicability

7 Innovation

8 Style


To understand the art of persuasion, you can turn to cognitive science for guidance in dealing with the unconscious “lizard” mind. Advertising strategist James C. Crimmins investigates the cognitive science behind motivation to show you how to persuade others more effectively. The “automatic” part of the human mind – the lizard brain – affects many decisions. To persuade the lizard to cooperate, learn its language. To be persuasive, help it fulfill its desires. Crimmins explains how to unearth the lizard’s drives and change its expectations so they match the consumer’s experience of your message. Note that the way you convey a message may matter more than the message itself. getAbstract recommends this fascinating overview to marketing professionals and anyone seeking insight into how people think and what motivates them to act.

In this summary, you will learn

  • How the “conscious” and the “nonconscious” parts of the mind interact,
  • What crucial functions the nonconscious or “lizard” mind performs, and
  • How to become more persuasive through understanding the lizard mind’s language and preferences.

About the Author

A sociologist and statistician by training, James C. Crimmins, PhD, worked for 27 years as a strategist with Needham, Harper & Steers and DDB Worldwide, working with such brands as Budweiser and McDonald’s. He also taught integrated marketing communication at Northwestern University’s Medill School.



Understanding the “Lizard” Mind
To persuade people, you need to understand how the mind works, whether you’re asking consumers to choose a certain mobile phone, shun junk food or support your candidate. In the past, scientists believed people made choices consciously. However, cognitive...

Comment on this summary

  • Avatar
  • Avatar
    Kari Logan 1 year ago
    can't wait to read this one
  • Avatar
    David Owen 1 year ago
    looking forward to reading this
  • Avatar
    Jeannine Betts 1 year ago
    I found the summary practical in concept and agree with the premise of changing behaviors verses changing the way someone thinks.
  • Avatar
    Danielle Mundry 1 year ago
    This is a great read.

More on this topic

Contained in Knowledge Pack:

  • Knowledge Pack
    Learn to captivate, convince, and coax your audience.

Customers who read this summary also read

More by category