TRUE CONFESSION: I wrote this little book to share with other marketers and copywriters the little-known technique I have discovered for targeting prospective customers by archetype to kindle an emotional response and trigger the sale. But it soon became clear that numerous savvy consumers were benefitting from this rare information because it points out how we are all being manipulated by professional wordsmiths—like me! WARNING: This book will help you understand your decision-making, belief systems, buying habits, artistic choices, religious convictions, political persuasions, and complex human emotions. The reasons people buy are not well known and are frequently misunderstood. That’s because most people don’t really know why they make a preferential decision for one product or service over another. They may think they understand their process for making a purchase decision, but it generally happens in the unconscious mind. Psychologists and neurologists have made startling discoveries that help to explain human behavior—including why people buy—with models that are at once both new and eerily familiar. If you adopt the archetype model for defining and explaining the values and motivations of human beings, you can create products, brands and marketing campaigns with specific appeal to clearly defined, targeted customers. Or, as a consumer, you can learn how to resist buying products if they are not really, rationally, right for you.