So this is the book I am currently reading. 

Let me share an extract from it. For those in business grab yourself a copy cause it's one classic when I was searching for business books.

In case you want to start copy writing and advertising it's a good start.

 To understand why people buy, we...should know people and have a keen sense of human nature. We should know how people think...how people live, and be acquainted with the standards and customs affecting their everyday lives....
We should fully know their needs and their wants and be able to distinguish between the two. An understanding of why people buy is gained by a willingness to acquire proved and tested principles of commercial psychology to selling.