Why buyers are liars

Published: Sun, 02/16/20

Many years ago, Seattle politicians wanted to put a 10% tax on every cup of espresso. And the money, of course, would go to “the children!” and all the polls showed the public was all for it.

From what I remember, the virtue signaling was off the charts.

Polls made it seem like everyine was championing it, letting the pollsters know how important it was, and how happy they would be to help all the children with each cup of pretentious overpriced espresso.

But, when it came time to vote it in?

It lost in a landslide.

Something like only 32% voted for the tax.

And it was just one of thousands of examples why the wise student of human nature always ignores what people say they want, in favor of observing what they actually buy — whether it’s a product, the type of person they are attracted to, or even who/what they vote for. It’s not unlike all those people who say the Bible is their most favorite-ist book, even while they are reading Stephen King or some other novel, with their Bible collecting an inch of dust on it.

Here’s a more recent example from a New York Post article a few weeks ago:

“A new Gallup poll found that Americans spent more of their leisure time inside libraries last year than they did going to movie theaters, sporting events, museums, concerts or casinos.”

Amusing.

Anyway, point of all this drivel?

Call it a public service announcement reminding humanity of this truism:

Buyers are liars.

It’s just what people do — and smart advertisers have always known it.

Do with this info what ye will.

In the meantime:

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For now, though, it’s all on the Ben Settle App for the public.

To get the App, follow these instructions so simple a 4th grader can do it:

1. Go to the URL below (Hint: do not try to be an overachiever and go to the App store first — you will need a username and password to get in) and read the instructions very carefully.

2. If you have any problems, use the support email address at the above URL, do not contact me.

Here is the URL:

http://www.elBenbo.com

Ben Settle