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Unearth the motivation that actually changes a behavior like smoking, voting, or buying, even though people don’t know why they do what they do
Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power
Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional
Transform your candidate, service, or product into the one people want by utilizing what psychologists call the “fundamental attribution error”
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