What every business should know — before they design a Product, Pitch, or Promise.
Most people think decisions are made in the boardroom of the mind.
With logic. With lists. With clear pros and cons.
But the truth?
Decisions are made in the body.
Then justified by the brain.
Every "yes," every "maybe," every "I need to think about it"
— it's all happening in the subconscious… long before the conscious mind catches up.
And if you run a business, you need to learn the rules of that hidden game.
We trust what feels known.
That's why clients choose what reminds them of themselves — or their past success.
Want to make people buy faster?
Make your brand feel like home.
People are more inclined to say yes to individuals they know and like.
Example:
A local café features baristas who remember regular customers' names and orders.
This personal touch fosters a sense of familiarity and connection, encouraging repeat visits.
We return not just for the coffee, but for the comfort of being recognised.
In fact, the Italian cafe culture developed on this principle
No one wants a product.
They want the relief it promises.
Great offers don't sell tools.
They sell transformation in how someone feels.
Example:
A fitness app offers a free personalised workout plan. Users, feeling grateful for the valuable resource, are more likely to subscribe to the premium version.
Providing value upfront creates a sense of obligation to reciprocate.
People buy things that match who they believe they are — or want to become.
Sell health? You're actually selling "I'm someone who values wellness."
Sell luxury? You're selling "I'm worth this."
If your service doesn't match their internal identity, they'll scroll past with polite disinterest.
Once people commit to something, they are more likely to act in ways that are consistent with that commitment.
Example:
An eco-friendly brand encourages customers to pledge to reduce plastic use.
Those who pledge are more likely to use sustainable Tote bags for their shopping, to stay consistent with their commitment.
Aligning with one's identity reinforces consistent behaviour.
Trust isn't earned in one big gesture.
It's built through small, consistent signals: tone, presence, details.
That one moment where you didn't follow up?
That's the moment they made their decision.
People tend to follow the lead of credible experts.
Example:
A skincare brand collaborates with dermatologists to provide advice on its platforms.
This authoritative endorsement builds trust with potential customers.
Expert validation in small interactions builds significant trust.
The brain loves ease. It confuses "easy to understand" with "true."
The more clearly you communicate, the more people believe in you.
Complexity is not intelligence. Simplicity is.
People look to others' actions to determine their own, especially in uncertain situations.
Example:
An online store displays customer reviews and ratings prominently. Seeing positive feedback from others simplifies the decision-making process for new customers.
When others have made the choice, it feels safer and easier to follow.
We are not logic-driven creatures with the occasional emotion.
We are emotion-driven creatures who think logically — only when we feel safe enough to.
If you can speak to the body, you don't have to convince the brain.
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