What If? The Psychology of Selling Anything is a revealing exploration of the strategies and psychology behind one of the boldest marketing experiments: the first edition of What If? This Really Works. In this second edition, Matthew K Jonas pulls back the curtain to explain why the first book sold and how you can apply the same psychological principles to your own ventures. From understanding the power of curiosity and social proof to mastering the art of scarcity and emotional urgency, this book unpacks the key drivers behind successful sales. Whether you're an entrepreneur, a marketer, or simply curious about what makes people buy, this book offers practical insights into the science of selling. It's not just about products—it's about connecting ideas with people. Discover how understanding human behavior can transform your ability to sell anything - with clarity, transparency, and purpose.