19 Rules from Psychology and Neuroscience
Why people say 'yes'
Everyone must convince others, both in private and professional life to get them on board with what they want and need. Sadly, purely rational arguments are often not successful. Which is frustrating.
The good news: there is a solution – 19 learnable rules of communication.
These are not only based on science but also offer practical tools to get what you need and want. Within ethical bounds, of course!
These rules were discovered by hundreds of researchers, including two Nobel laureates
In studies with more than 4,000 participants, I have shown that each of these rules measurably increases the likelihood of getting people on board. Regardless of whether this is downward, horizontal, or upward, whether it involves stakeholders in a company, neighbors, or club chairs.
How are the rules structured? They follow two acronyms – HEART and HEAD (German HERZ and KOPF, French CŒUR/TÊTE, Spanish CORAZÓN/CABEZA, Russian СЕРДЦЕ/МОЗГ).
- HEART shows you how to bring people on board with their emotions.
- And HEAD how to use the brain’s rather irrational automatisms to achieve more buy-in.
So how do you get access to these rules, and what do they offer you? There are three ways to get to them.
First, you can buy the book.
The book also includes little cards with the 19 rules on them for you to cut out. You can also order these cards directly from me at frank@franziskafrank.com for €5 plus shipping.
I’ll even include the valuable rubber band, so you can keep the cards handy and organized in your bag. 😊 My participants tell me that they use the cards in everyday life during difficult conversations almost every time, and have become significantly more successful as a result.
The book contains a code that gives you access to the materials on the following pages. On each of these pages you will find:
- a) For each rule, a short experiment. The results of these experiments will help you understand where you stand compared to thousands of other people, and whether your brain works the same way as everyone else’s. Which typically is the case!
- b) A short video explaining the respective rule
- c) Materials for each rule that go beyond the book, e.g. links to interesting videos or articles
And for all rules together, in addition, on a dedicated extras page:
- d) A wealth of examples to inspire you in everyday life. I have tested more than 15 role-plays covering many everyday situations, e.g. year-end review, salary negotiation, getting colleagues on board, getting customers to buy, influencing your manager to grant an additional position, delegating successfully, etc.
- e) An AI prompt you can paste into your app to help you practice role-plays for your own situation
- f) Links to mini-games you can use to practice
Second, you can buy access to the webpages and third attend one of my seminars and workshops.
First
The Book
- English edition, print or e-book, by end 2027
- Written in a lively and engaging style
- Abundance of examples and exercises
Second
Access code only
- You do not want to wait till 2027
- You can order the cards directly from me at 5 € plus shipping at frank@franziskafrank.com
Third
Seminars & Workshops
- I teach at ESMT Berlin
- Directly in companies
- Afterwards you also receive access to these webpages
Here we go
Visit the pages for successful communication, successful influencing, and successful persuasion.
I wish you great success! — Dr. Franziska Frank