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(EMAILWIRE.COM, August 30, 2010 ) Goshen, MA – Marketing psychology is like a box of matches: Used wisely, it creates appealing warmth and brightness for a business, but it can also spark a reaction that blows up in one’s face. Avoid its risks by reading a new book by Marcia Yudkin, Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization (www.yudkin.com/guides/index.htm).
"WeÂ’ve all heard of spectacular marketing backfire, like the promotional firm that unintentionally shut down Boston in 2007 by planting devices that were taken for bombs," says Yudkin, author of Persuading on Paper and 11 other books. "But good ideas can also go wrong in smaller ways with an inadequate understanding of the principles of persuasion."
Persuader temptations that Persuading People to Buy cautions against include:
* Forgetting the skepticism of many consumers, who bail out because you didnÂ’t reassure them appropriately
* Exaggerating or misrepresenting things that buyers soon experience for themselves
* Saying things that are hard to believe, even though they are true
* Offending potential buyersÂ’ basic commitments and values
* Connecting your brand with irrelevant or highly controversial causes
* Implying that your priorities matter more than your customersÂ’
For examples of the above and additional pointers on marketing psychology, consult Persuading People to Buy, ISBN 978-0-9716407-0-2. The book sells at Internet bookstores and at www.yudkin.com/guides/index.htm, where it is the first paperback in a series of five Marketing Insight Guides.
Creative Ways
Marcia Yudkin
413-582-4052
pr@yudkin.com 
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