Why buyers are liars
Published: Thu, 07/23/20
Here's what happened:
They were on deck sunbathing next to a couple guys who were also soaking in the rays, sun glasses on, relaxed and having a good time. Not a care in the world. Then, out of the blue, one of these relaxed sun bathers said — without moving, raising his voice or even so much as changing the relaxed expression on his face —
“Man, I don't know what I'm going to do now that Bush is back in there. We're all screwed.”
No anger.
No fear.
No clenched fists or even expression change.
And that's the point:
Despite his words... the bloke obviously wasn't that distressed about Bush 2.0. In fact, according to my friend, the guy was out each night laughing it up and having a good time with the ladies, ordering pricey meals and drinks, etc.
Which brings me to the rub:
People will say they like certain things.
They will say they hate or fear certain things.
They will say they want to buy certain things.
But what they SAY they like... what they SAY they hate & fear... what they SAY they want to buy... ain't always so. This is especially true in today's outrage culture full of the always-offended just looking for attention or likes.
This also applies to every single market I’ve ever sold to:
Like golfers who insist they want consistency, but buy “how to hit the ball farther” products and gadgets. Or in weight loss when people say they want to be healthy but really just want to get revenge on an ex by looking good. And the list goes on.
Almost all buyers are liars.
And, when you understand that, you’ll grow to love the predictability of it for selling.
Do whatever you want with this info.
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Ben Settle