If you do not know Robert Cialdini's work then you must right now go out and buy his books Influence and Yes.
Why?
If you have studied any marketing at all then you have researched direct response and the great copywriters like John Carlton, and Gary Halbert. You may have even taken the dive into Neuro Linguistic Programming and persuasion. But Cialdini's work lays out 6 short cut persuasion drivers that all humans have and is a great starting place for any budding marketer.
Here are a couple graphics to help learn the Ciadini social psychology model of persuasion. These apply to online marketing in social media and in commerce.
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