The Buyer Brain
You know your product. But do you know your buyer?
Find out the psychology behind why someone would buy your product, and see how understanding your buyer can change the way you sell.
The free preview needs no account or payment.
Twelve reasons people buy.
The same product can be about convenience for one person and a gift for another. Knowing which reason is driving your buyer changes what you show first, what you prove, and how you ask for the sale.
- Convenience. Fewer steps, less effort, less hassle.
- Relief. An end to a frustration that keeps coming back.
- Time savings. Minutes or hours given back.
- Comfort. Physical ease, softness, warmth, fit.
- Identity. "This is who I am," or who I'm becoming.
- Confidence. Feeling ready, capable or put together.
- Personal reward. A treat the buyer feels they've earned.
- Enjoyment. Pleasure for its own sake.
- Value. Getting more than they pay for.
- Preparedness. Being ready before something happens.
- Connection. Time, closeness or shared moments with others.
- Gifting. Buying for someone else.
The full Buyer Brain.
$49, one-time. Three mini-lessons, then a guided six-stage workshop that turns your product into a content strategy made just for it. Use it for every product you sell.
Understand your product
What it is, what it does, and which product details or claims to check before you film.
Explore where it becomes relevant
The everyday situations and moments in the year when your product might start to matter to someone.
Explore purchasing motivations
The reasons someone might consider buying it, treated as ideas to test rather than facts about a viewer.
Connect features to meaning
A feature, what it does, and what that could mean in someone's day.
Compare different selling approaches
Three distinct ways to present the same product, each with its own opening and what to show.
Build your content test
Three videos, each testing a different approach, so you can see what your audience actually responds to.
You finish with your Buyer Brain Map in two forms. The one-page Content Strategy Map is the plan to keep beside you while you film: three distinct video strategies, each with its opening, what to show and what it’s testing. The detailed Psychology Breakdown explains the reasoning behind every choice, from the situations and motivations you explored to the product details worth checking first. Save it, print it, or download either one as a PDF.
Already planning to take The Psychology of the Sale? The Buyer Brain is included with it.