why smart people make irrational buying decisions

Published about 2 months ago • 1 min read

Your prospects' brains can't touch, weigh, or taste your expertise.

So they panic.

And start judging you on completely irrelevant signals...

Like your Zoom background. Or whether your website has "enough testimonials."

This isn't them being stupid.

It's 200,000 years of evolution messing with their decision-making.

Their ancient brain is literally freaking out because it can't process intangible services the way it processes physical objects.

Here's how to work WITH their biology instead of against it:

Rule 1: Every abstract concept needs a concrete anchor

Bad: "I help you find clarity"
Good: "We'll build your one-page strategic compass"

The brain can't buy clarity.

But it can buy a compass.

Rule 2: Replace missing senses with new signals

Since they can't touch your service, give them:

  • Visual models they can examine
  • Process maps they can follow
  • Maturity scales they can climb
  • Before/after states they can compare

Your expertise becomes real when they can SEE it.

Rule 3: Create physical evidence of invisible work

Smart photographers send clients a beautiful box with one printed photo.

Business coaches ship custom notebooks with the client's goal on the cover.

The digital files and Zoom calls are what they paid for...

The physical items make it real.

Rule 4: Let them test without risk

Ancient brains could taste berries before trading for them.

Your prospects need the same thing:

  • A diagnostic session
  • A strategy sketch
  • A sample analysis

Something they can actually experience before buying.

Not a "discovery call" where you pitch them...

An actual taste of what working with you feels like.

Want to understand WHY these rules work?

[Read the full article: Why Smart Prospects Make Irrational Buying Decisions]

The article includes:

  • The brain science behind the mismatch
  • Why prospects ask those panic questions
  • 2 AI prompts for making any service tangible
  • A case study of how one triangle changed everything

Stop fighting 200,000 years of evolution.

Start translating for ancient brains instead.

P.S. The article shows exactly why career coaches lose clients for having "too much availability" and other insanity. Worth reading just for the opening examples alone.

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