Market & Buyer Psychology
Markets Are Emotional Entities
In 1938 a foundation was set up to fight polio.
Point of View: What Your Market Deletes, Distorts and Generalizes
In a famous 1999 study, about half the people counting basketball passes did not notice a person in a gorilla suit walk through the scene.
Experience vs Experienced: Positioning When You Are New
You cannot claim results you have not produced.
Four Kinds of Problems and Two Kinds of Buyers
Every customer problem is one of four kinds: a counting problem, a wanting problem, a belonging problem, or a body problem.
Four Sources of Credibility
In 1909 a magazine started stamping a seal on products it had tested.
Argue Against the Story Your Market Believes
For decades, doctors explained stomach ulcers with one story: stress, spicy food, and acid.
Market Maturity: Where Beats When Beats What Beats How
In 1995 a Gartner analyst drew a curve of how new technology gets hyped, crashes, and recovers.
Risk-First Buyers: Closing Every Information Gap
Computer salespeople once had a name for a sales tactic: fear, uncertainty, and doubt about the competition.
What Makes People Act: Safe Place, Unsafe Place
Under almost every purchase is one question: will this leave me safer or less safe? A drug maker answered it in 1982 by pulling 31 million bottles off the shelves, and won its market back.
Selling to Buyers Who Have Seen It All
A bold promise that works on a new buyer is a warning sign to an experienced one.
Relationship and Trust Cycles: Every Sale Spends Trust
Since February 2024, Gmail has asked bulk senders to keep spam complaints below 0.
Most of Your Market Is Unaware: How to Move Them
Research on business buyers suggests around 95 percent are not in the market at any one time.