Market & Buyer Psychology
Why Customers Don't Buy: The Thing They Would Have to Admit
Why customers don't buy what they clearly need: buying asks them to admit something about themselves.
Point of View Marketing: How to Change What Your Buyer Believes
Point of view marketing changes how buyers read the facts instead of arguing with what they believe.
Experience vs Experienced: How to Build Authority When You Are New
How to build authority fast when you are new: talk about what you have seen, not only what you have done, and say plainly that you saw it.
Four Kinds of Problems and Two Kinds of Buyers
Every customer problem is one of four kinds: counting, wanting, belonging or body.
Credibility Marketing: The Four Sources of Trust
Credibility marketing in four sources: results customers report, trust borrowed from people your market believes, a record of past work, and your own true story.
Argue Against the Story Your Market Believes
Contrarian marketing that works does not shout the opposite.
Market Maturity Stages: Read Your Market Before You Fix the Copy
Market maturity decides more than your copy does.
Risk-First Buyers: How to Close Every Information Gap
Risk-averse buyers weigh what could go wrong before what they could gain.
What Motivates Buyers: Moving From Unsafe to Safe
What motivates buyers is a move from a situation that feels unsafe to one that feels safe.
How to Sell to Sophisticated Buyers Without Pushing Them Away
Sophisticated buyers test your claim, your proof and your sales process against rules they already hold.
Customer Trust Cycles: Why Every Sale Spends Trust
A customer trust cycle builds trust before you ask for money, then rebuilds it after.
Most of Your Market Is Unaware: How to Move Them
Most of your market is not shopping and has not noticed the problem you solve.