We love to think people buy the best product. They don’t. They buy from whoever looks like they know what they’re talking about. Take this example: you have a headache.…
Authority is not automatic. You create it. It can come from your dressing. It can come from your brand design. It can come from endorsements, associations, certifications, or even just…
Every human being has a bias toward authority. We listen to uniforms, to titles, to people who look like they know. This is why businesses with weak products can still…
It’s easy to get caught up in conversion rates. “We’re at 20%, if we can get to 30%, we’ll be unstoppable.” But here’s the truth: obsessing over percentages can distract…
Every entrepreneur wants higher conversions. They say things like, “If I can just close 50% of everyone I talk to, I’ll be fine.” But here’s the reality: percentages don’t pay…
Sales is like water flowing through a pipe. The bigger the flow, the more comes out the other side. If you only have a trickle of leads, even the best…
The fastest way to create powerful offers is to answer this: What does my customer experience after using my product?If you sell real estate, the outcome isn’t “a 500sqm plot.”…
