Recently, I've read "Influence: The Psychology of Persuasion" by Robert B. Cialdini. Cialdini provides strong insights into the science behind why people say 'yes' and how to apply these understandings in real-world situations. Understanding these six principles of persuasion has been greatly useful in my role as a marketing associate.
For example, I recently implemented these principles in our email marketing campaign for a new product launch. I used the principle of reciprocity by offering exclusive, early access to our new product as a thank you for being loyal customers. This approach led to a higher engagement and conversion rate compared to our previous campaigns. The book's insights have been instrumental in shaping our marketing strategies and improving customer responses.