Table of Contents

• An Introduction
• The science of communication
• The brain
• 1: Invite attention
• Primal
• Affective
• Self-relevant
• Surprising
• 2: Ignite Thinking
• Mystery
• Ease
• Narrative
• 3: Incite action
• Memory
• Autopilot
• Priming
• Putting it to use
• Your kit for crafting the perfect communication
• Promotions
• The psych of like
• Direct mail 
• In the office
• Test, test, test
• Conclusion

Promotional Information

The secret psychology of why messages stick

About the Author

Patrick Fagan is an Associate Lecturer in Psychology of Marketing and Advertising and Consumer

Behaviour at Goldsmiths University; and he works as a Senior Behavioural Insights Associate at world-leading behavioural science consultancy Mountainview Learning.