Ideas & insights

Notes on why
people buy.

Practical thinking on attention, trust, choice and growth.

Stop Forgetting What Your Marketing Already Learned editorial photograph

Keeping track of what works

Stop Forgetting What Your Marketing Already Learned

Good Design Makes Doubt More Expensive editorial photograph

Making your business look credible

Good Design Makes Doubt More Expensive

The Best Button Tells People What Happens Next editorial photograph

Getting visitors to take the next step

The Best Button Tells People What Happens Next

A Form Is Where Trust Gets Tested editorial photograph

Getting more enquiries

A Form Is Where Trust Gets Tested

A Good Story Helps Buyers Believe The Change editorial photograph

Using story to build trust

A Good Story Helps Buyers Believe The Change

A Story Is A Belief Transfer Device editorial photograph

Story and Brand

A Story Is A Belief Transfer Device

A Third Option Can Make Price Clearer editorial photograph

Pricing that makes sense

A Third Option Can Make Price Clearer

Anchors Make Price Easier To Judge editorial photograph

Offer Design

Anchors Make Price Easier To Judge

Answer The Doubt Where It Appears editorial photograph

Making your website work harder

Answer The Doubt Where It Appears

Bonuses Should Remove Real Obstacles editorial photograph

Making your offer harder to resist

Bonuses Should Remove Real Obstacles

Campaigns Need A Memory System editorial photograph

Operations

Campaigns Need A Memory System

Category Entry Points Build Mental Availability editorial photograph

Brand Strategy

Category Entry Points Build Mental Availability

Choice Overload Turns Interest Into Delay editorial photograph

Decision design

Choice Overload Turns Interest Into Delay

Content Should Diagnose Before It Sells editorial photograph

Content Strategy

Content Should Diagnose Before It Sells

Content Should Help People Name Their Problem editorial photograph

Creating content that actually helps

Content Should Help People Name Their Problem

Decoys Reveal What You Want Compared editorial photograph

Pricing Psychology

Decoys Reveal What You Want Compared

Defaults Decide More Than People Notice editorial photograph

Helping customers make a decision

Defaults Decide More Than People Notice

Defaults Quietly Shape Revenue editorial photograph

Decision design

Defaults Quietly Shape Revenue

Design Decides What People Understand First editorial photograph

Design that builds trust

Design Decides What People Understand First

Fast Follow-Up Is Part Of The Sale editorial photograph

Following up without being pushy

Fast Follow-Up Is Part Of The Sale

Friction Is Not Always The Enemy editorial photograph

Forms and Funnels

Friction Is Not Always The Enemy

Habit Loops Make Retention Easier editorial photograph

Retention

Habit Loops Make Retention Easier

Jobs To Be Done Keeps Copy From Drifting editorial photograph

Customer Research

Jobs To Be Done Keeps Copy From Drifting

Lead Speed Is Part Of The Funnel editorial photograph

Sales

Lead Speed Is Part Of The Funnel

Loss Aversion Makes Weak Offers Feel Risky editorial photograph

Buyer behaviour

Loss Aversion Makes Weak Offers Feel Risky

Make The Value Easy To Compare editorial photograph

Making your offer clear

Make The Value Easy To Compare

Objections Need Counter-Objections editorial photograph

Website conversion

Objections Need Counter-Objections

One Belief Can Make The Offer Click editorial photograph

Writing copy that sells

One Belief Can Make The Offer Click

People Buy Progress, Not Just Products editorial photograph

Understanding your customer

People Buy Progress, Not Just Products

People Decide Before They Explain editorial photograph

Buyer behaviour

People Decide Before They Explain

People Decide Before They Explain editorial photograph

Understanding why customers buy

People Decide Before They Explain

People Remember Brands In Buying Moments editorial photograph

Making your brand memorable

People Remember Brands In Buying Moments

People Return When The Next Step Feels Easy editorial photograph

Getting customers to come back

People Return When The Next Step Feels Easy

People Trust What Other People Can See editorial photograph

Showing people you are trusted

People Trust What Other People Can See

Positioning Starts With The Alternative editorial photograph

Positioning

Positioning Starts With The Alternative

Pre-Suasion Happens Before The Ask editorial photograph

Persuasion

Pre-Suasion Happens Before The Ask

Premium Design Raises The Cost Of Disbelief editorial photograph

Brand and UX

Premium Design Raises The Cost Of Disbelief

Price Needs Something To Be Compared With editorial photograph

Pricing that makes sense

Price Needs Something To Be Compared With

Proof Has To Sit Where Doubt Appears editorial photograph

Website Conversion

Proof Has To Sit Where Doubt Appears

Public Proof Works Because Buying Is Social editorial photograph

Social Proof

Public Proof Works Because Buying Is Social

Put Proof Where The Doubt Starts editorial photograph

Making your website work harder

Put Proof Where The Doubt Starts

Scarcity Works When It Makes The Moment Legible editorial photograph

Direct Response

Scarcity Works When It Makes The Moment Legible

Search Visitors And Social Visitors Need Different Pages editorial photograph

Getting the right traffic

Search Visitors And Social Visitors Need Different Pages

Searchers And Scrollers Need Different Pages editorial photograph

Traffic Strategy

Searchers And Scrollers Need Different Pages

Some Friction Protects The Business editorial photograph

Designing forms that work

Some Friction Protects The Business

Specific Claims Beat Big Adjectives editorial photograph

Writing copy that sells

Specific Claims Beat Big Adjectives

Specificity Beats Adjective Stacking editorial photograph

Copywriting

Specificity Beats Adjective Stacking

Status Is A Hidden Conversion Variable editorial photograph

Buyer behaviour

Status Is A Hidden Conversion Variable

Status Quietly Shapes What People Buy editorial photograph

Understanding why customers buy

Status Quietly Shapes What People Buy

The Best CTA Names The Next Step editorial photograph

Conversion

The Best CTA Names The Next Step

The Big Domino Makes Strategy Simpler editorial photograph

Copywriting

The Big Domino Makes Strategy Simpler

The First Fold Is A Sorting Machine editorial photograph

Website Strategy

The First Fold Is A Sorting Machine

The First Screen Should Sort The Right Buyer In editorial photograph

Your website strategy

The First Screen Should Sort The Right Buyer In

The Form Is A Trust Moment editorial photograph

Lead Generation

The Form Is A Trust Moment

The Moment Before The Ask Matters editorial photograph

Getting visitors to take the next step

The Moment Before The Ask Matters

The Offer Stack Should Remove Obstacles editorial photograph

Offer Strategy

The Offer Stack Should Remove Obstacles

The Value Equation Belongs On The Page editorial photograph

Offer Design

The Value Equation Belongs On The Page

Too Many Choices Make Delay Feel Safer editorial photograph

Helping customers make a decision

Too Many Choices Make Delay Feel Safer

Urgency Works When The Reason Is Clear editorial photograph

Getting immediate action

Urgency Works When The Reason Is Clear

Visual Hierarchy Is Conversion Infrastructure editorial photograph

Design

Visual Hierarchy Is Conversion Infrastructure

Weak Offers Feel Risky Because Loss Feels Bigger editorial photograph

Understanding why customers buy

Weak Offers Feel Risky Because Loss Feels Bigger

Your Real Competition Is The Alternative editorial photograph

Standing out from competitors

Your Real Competition Is The Alternative

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