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BrainScripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers by Drew Eric Whitman

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The idea behind this principle is so deceptively simple that you’ll probably shrug it off as unimportant, but you’ll do that at your own peril. Since it doesn’t present itself as complex, involved, or sophisticated, you might think, “Yeah, yeah, of course,” and not stop to follow its recommendation; that would be a serious mistake.

The human brain is remarkably powerful, and you probably take for granted most of what this three-pound blob of protein and fat does. It gives you the capacity for rational thought, judgment, and language, along with the ability to appreciate art and music. It’s responsible for your personality, physical movements, and memory ...

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