Change Buyer Behavior And Sell More Annuities, by Jack Marrion
I would like to preface this review by saying that this book is targeted at a very small group of readers–namely those involved in the sale of insurance. The book would also be useful to anyone who sees a lot of insurance salesmen and is inclined to be knowledgeable in dealing with them. However, what is most useful about the book is useful in a lot of other areas as well. What the book amounts to, in brief, is a short and clever primer on practical psychology with an empirical, research-backed look at the emotion and illusion-driven way people make decisions. It is a very useful book in learning how to properly frame discussions to avoid the negative mental pictures people have, and provides a great deal of insights into the ways people behave. Sadly, I could myself write a book much like this examining how emotions and illusions, rationalized after the fact, drives a lot more decisions than merely what kind of financial investments to make. The book is an excellent read, with validity far outside of its narrow target audience.