Persuasive Copywriting: Using Psychology to Engage, Influence and Sell

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"We ordered coffee, cut open a human brain and discovered the secret of persuasive copywriting." A chance encounter with a neuroscientist showed Andy Maslen that his belief in the power of emotion was founded on hard science. Over coffee, the two discussed brain anatomy and the reason-defying power of human emotions. Andy's subsequent research led him to realise that how people think and feel haven't changed since the time of cavemen. We make decisions on emotional grounds and rationalise them later. Persuasive Copywriting: ...

Persuasive Copywriting: Using Psychology to Engage, Influence and Sell 2015, Kogan Page Ltd, London

ISBN-13: 9780749473990

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