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7 Secrets of Persuasion


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About the Author

James C. Crimmins has been a professional persuader for 27 years, mainly as chief strategic officer of DDB Chicago and a worldwide brand planning director with clients such as Budweiser, McDonald's, State Farm and Betty Crocker. He has earned a PhD in sociology and a master's degree in statistics and has taught integrated marketing communication at Northwestern University's Medill School.


"Jim Crimmins explains what really drives human behavior. For anyone who hopes to influence what people do or what they buy, Jim's book is required reading."
--Keith Reinhard, chairman emeritus of DDB Worldwide and a member of the Advertising Hall of Fame--Reviews
"Understanding effective persuasion is foundational for anyone interested in the field of marketing and communications. The reason is beautifully explained, and exemplified in 7 Secrets of Persuasion. Jim helps us understand what's primal and true about us, but more, he brings persuasion to life with example after example."
--Tom Collinger, executive director, Spiegel Digital & Database Research Center, senior director, Medill Distance Learning, Northwestern University--Reviews

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