"Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and …
"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 …
Human beings make decisions based on emotional grounds and then rationalise them; this book focuses on copywriting from this practical psychological perspective. It investigates both the relationship between selling and storytelling and the market-tested techniques that get peop…
"Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and …
"Using psychology, emotion, and a pinch of neuroscience, Andy Maslen, an experienced copywriter and marketer, presents 25 psychological techniques, 110 words and phrases that trigger emotions, over 10 real-world case studies, and 75 practical exercises to help practitioners and …
Despite what most people think (including many marketers) human beings make decisions based on emotion and THEN rationalize them. Understanding how to exploit this fact is what distinguishes the best copywriters from the rest. In Persuasive Copywriting Andy Maslen goes beyond th…