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

Thanks and Acknowledgements   

Contents

LET’S GET READ

AN INTRODUCTION  

THE SCIENCE OF COMMUNICATION 

THE BRAIN  

FIRST: INVITE ATTENTION  

PRIMAL   

AFFECTIVE  

SELF-RELEVANT  

SURPRISING  

SECOND: IGNITE THINKING 

MYSTERY

EASE  

NARRATIVE

THIRD: 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 

Notes  

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