Psychology

If you ask someone to buy from you too soon, you could lose them forever. Sound dramatic? It is a little—but only a little. Knowing when it’s time to transition from attracting leads and trust-building to sales is crucial, and making an ...

When choosing among several alternatives, people avoid losses and optimize for sure wins because the pain of losing is greater than the satisfaction of an equivalent gain. UX designs should frame decisions (i.e., questions or options giv...

Marketing is really about how customer values translate into aspirations, insecurities, fears and motivations. Twenty years ago, in 1997, Steve Jobs told us, “Marketing is about values” He was right, of course. He was right about a lot o...

Once I was buying a hot tub from a spa store in San Jose. After talking with the salesperson and imagining life with a bubbly hot tub just outside my bedroom door, I asked, “What would be the tax on that?” Immediately, the experienced sa...

Every marketer and advertiser wants to know what it takes to find ideal prospects. Smart marketers incorporate one or more psychological principles in their marketing campaigns, marketing strategy, and sales strategy. This helps them mak...