The Psychology Behind the Click
A Practical Guide to 26 Persuasion and Consumer Behaviour Effects for Marketing, Sales and Design
The psychology already shaping every click, pitch and purchase — now yours to use on purpose, not by accident.
Why this book matters
Marketers, salespeople and designers are usually solving the same psychological problem — they've just been taught to call it three different things.
This book maps the same 26 psychological effects across all three disciplines at once, so a communications team doesn't have to relearn the same lesson three times in three different vocabularies. Every effect is flagged honestly for where the evidence is solid and where it's genuinely contested — because the goal is understanding an audience well enough to build trust that lasts, not a bag of tricks that works once.
From the practice
This book came out of an advisory practice.
See how that worksWhere to buy
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About this book
Every marketing message, sales conversation, and website click is an exercise in applied psychology — whether you're using that fact deliberately, or leaving it to chance.
This book translates twenty-six of the most important psychological effects — from social proof and scarcity to anchoring and the peak-end rule — into a single, practical reference built specifically for marketers, salespeople, and web designers who need to apply this thinking on Monday morning, not just understand it in theory.
Inside, you'll find:
- Twenty-six effects, each explained in three layers — a plain-language definition, the mechanism behind it, and an expert-level note on where the evidence is genuinely contested
- A direct application for marketing, sales, and web design under every single effect
- A built-in ethics test running through the whole book: would this technique still work if your audience knew exactly what you were doing?
- A closing framework for combining effects deliberately into your own "effect stack" for a specific campaign, pitch, or interface
For communications and marketing professionals, sales leaders, and designers who want to understand why their audience responds the way it does — so they can build trust that lasts, not just conversions that spike.
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