Why We Buy

Let’s explore the Dunning-Kruger Effect – why we overestimate our competence regardless of our lack of knowledge or skill set.

Let’s explore the Pain of Paying – why paying upfront removes the pain of playing down the line.

Let’s explore The Moment of Wow – the critical moment when your user thinks to themselves “Wow, how did I ever live without this?”

Let’s explore Mimicry – why we unconsciously imitate behaviours, speech, & movements of others (and how being a copycat can drive conversions).

Let’s explore The Overjustification Effect – why getting paid makes us enjoy activities less.

Let’s explore Reciprocity – why we feel compelled to “return the favour” after we’re given something.

Let’s explore Bikeshedding – why we spend too much time on things that don’t matter.

Let’s explore Priming — why exposure to images and ideas can get you to make decisions faster.

Let’s explore Hindsight Bias – why we always end up saying: “I knew that was going to happen.”

Let’s explore Availability Heuristics—why we use recent information when making decisions about the future.

Let’s explore The Spotlight Effect – why we overestimate how much people think about us.

Let’s explore Status Quo – why change is more complex than we hoped.

Let’s explore Distinctiveness – why we pay more attention to stuff that stands out.

Let’s explore Herding – why our instinct tells us to stay with the herd and how that impacts us as two-legged non-striped sapiens.

Let’s explore Motivation – how motivation works and how to build systems that keep you productive (even when motivation wanes).

Let’s explore how Canva has dominated the DIY graphic design space by deeply understanding their users.
Assume your buyers will underestimate how much effort is needed and strategize how you can help them to get value quickly.

Let’s explore the Foot In The Door Technique – why agreeing to a small request makes us more likely to then agree to a second, larger request.

Let’s explore The Halo Effect—why our impression of a person or business influences how we feel about their character and ability.

Let’s explore Recency Bias–why we’re more likely to remember the most recent information (and often forget earlier details).

Let’s explore The Endowment Effect–why we place a higher value on objects that we own than ones that we don’t own.