Selling: The Mind Of The Buyer: A Psychology Of

The psychological pain of losing $100 is twice as potent as the joy of gaining $100. Framing your product as a way to stop losing money/time is often more effective than saying what they’ll gain .

Sell to the heart first, then give the brain the facts it needs to feel smart about the choice. 2. The Power of Cognitive Biases The Mind of the Buyer: A Psychology of Selling

If you can get a buyer to agree to a small "micro-yes" (like signing up for a newsletter), they are significantly more likely to agree to a larger "yes" later to remain consistent with their self-image. 5. Identity-Based Purchasing The psychological pain of losing $100 is twice

Position your product as a tool that helps the buyer bridge the gap between their current self and their ideal self. Identity-Based Purchasing Position your product as a tool

A buyer only moves when the pain of their current situation (the Status Quo) outweighs the cost and effort of changing.

High-end tech buyers are buying the identity of being "innovative."