Blink by Malcolm Gladwell
This is a fascinating book all about those moments when we know something without knowing why. Gladwell shows us how a snap judgement can be far more effective than a cautious decision.
When trying to get into the mind of the customer, I find reading books like this invaluable. It is part of why I believe the “intention” of what you write in sales copy is so important. This is why one should never use fake testimonials, or lie about what a product or service is going to do for a customer. Apart from being immoral (although profoundly common), I think things like this reduce conversion rates because, even when reading pixels on a screen, people instinctively know if something is good or not (this doesn’t mean they act on this instinct though!).
Well worth a few hours of your time…