Selling to the Old Brain

Selling to the Old Brain (2003) explains how people make decisions using the oldest part of the brain, which is driven by emotion, survival, and instinct – not logic. It presents a set of tools to craft messages that connect with this primal decision-maker using visual cues, emotional hooks, and simple, high-contrast language. The goal is to help anyone become more persuasive by communicating in a way the brain is wired to respond to.

• Sales professionals who want more impact
• Marketers crafting persuasive campaigns
• Entrepreneurs pitching to investors or clients

Patrick Renvoisé is a computer scientist and former business development executive in the tech sector, where he sold advanced computing solutions to companies like NASA and Boeing. His deep interest in human behavior led him to develop a neuromarketing framework that links brain science with real-world sales techniques.

Christophe Morin is a marketing strategist with executive experience across telecom, retail, and manufacturing. He’s led major bids, including a multimillion-dollar Olympic contract, and brings a wealth of real-world business insight to the psychology of persuasion. Together, they co-authored the best-selling The Persuasion Code, which builds on the core ideas introduced in Selling to the Old Brain.