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SOCIAL CURRENCY

We’re more likely to share stuff

that makes us look good to others

Action: make sharing gratifying

ANCHORING

The first piece of information we

see sets our expectations

Action: use anchors strategically

IKEA EFFECT

We place higher value on things

that we had a hand in creating

Action: co-create with buyers

PEAK-END RULE

We judge an experience by its

peak moment and how it ends

Action: create positive peaks/ends

RECIPROCITY

When we're given something, we

feel an urge to return the favor

Action: give generously

TRIGGER EVENT PASSIVE LOOKING ACTIVE LOOKING EVALUATION PURCHASE

Every purchase begins with a

trigger event. Smart marketers

start there too.

A “trigger event” is a moment

when a buyer moves from being

oblivious that they even have a

problem to being in the market

for a new solution.

Trigger events can be: biological

(eg. Being hungry, being cold),

situational (eg. Getting engaged,

getting a new job), emotional (eg.

Feeling sad, inspired, or jealous),

or social (eg. a fight with spouse,

a suggestion from a friend).

Discover your buyers' trigger

events and you can get in front of

them sooner, in less crowded

channels, with better messages.

DISTINCTIVENESS

We’re more likely to notice stuff

that stands out from the rest

Action: differentiate (or die)

MERE EXPOSURE EFFECT

The more we see something, the

more we come to like and trust it

Action: show up consistently

STATUS QUO BIAS

We’re resistant to change and

prefer the known to unknown

Action: show risk of doing nothing

THE BARNUM EFFECT

We’re drawn to statements that

feel personal (even if they could

actually apply to anyone)

Action: make it feel personal

PRIMING

We’re unconsciously influenced

by even the smallest details

Action: prime people to buy

FRAMING

How something is presented very

much impacts our perception of it

Action: frame your offer carefully

AUTHORITY BIAS

We’re more trusting of authority

figures (eg. doctors, celebrities)

Action: showcase your authority

FOOT-IN-DOOR TECHNIQUE

We’re more likely to agree to a

bigger request after we’ve already

agreed to a smaller one

Action: start with a small ask

SOCIAL PROOF

We're more trusting of stuff that

other people already trust

Action: let others sell for you

SCARCITY

We place a higher value on things

when they're in limited supply

Action: reduce availability

LOSS AVERSION

We’re more motivated to avoid

losses than we are to receive gains

Action: highlight what's at stake

BANDWAGON EFFECT

We’re more likely to do something

if everyone else is doing it

Action: showcase popularity

DELIGHT

When we receive unexpected

value, we feel intense joy

Action: deliver surprise value

PARADOX OF CHOICE

When given too many options we

become overwhelmed and may

delay choosing all-together

Action: reduce complexity

BUYER PSYCHOLOGY CHEATSHEET

Use these tips and market smarter along the whole buyer's journey