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Of particular interest to me is the psychological component of marketing. Purchasing is an emotional reaction, not a logical decision. People purchase on emotion and later justify their purchase with logic. The master marketer understands this aspect of human nature and injects emotional words, phrases, and concepts into his sales copy.

Psychologists attempt to explain the mind and brain in the context of real life. Psychologists study such phenomena as perception, cognition, emotion, personality, behavior, and interpersonal relationships. Marketers attempt to exploit the mind and brain in the context of business and capitalism.

Marketing is about studying and understanding basic human psychology. If you understand why people do the things they do, the pull of your marketing literature will be triple that of your competitors.

All people have the same basic goals, dreams, and fears. Your job as a sales letter writer is to tap into basic human desires which will cause your reader to act.

The great Claude Hopkins’ writes in Scientific Advertising:

The competent advertising man must understand psychology. The more he knows about if the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes.

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.