Marketing is all about persuasion. Of course, you could argue that some of the most successful brands of all time—Coca-Cola or Nike, say—got to where they are not by convincing people that their ...

Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales.

The purpose is often to persuade us to buy products or to give to charitable causes, such as BBC Children in Need. It is these features that the copywriter or creator of the text wants you to ...