Reading Time: 3 minutes

Sponsored by PAINKILLER

Find the ouchy pains that drive sales—in under 3 minutes

​People buy painkillers. If you don’t understand the painful problems your target buyers will pay to solve, you’re screwed.

I (Katelyn here 👋) built an AI-powered bot to help you better understand buyers by uncovering the deeper, "ouchier" pains they’re struggling with. It's $0.

​​→ Get your FREE Ouchy Pain Finder bot

🧠 Brainy Snack

Fonts that have similar traits to products get more conversions.

They help buyers’ brains contextualize the information they’re reading and seeing.

Talking about how slim your tech gadget is?

Make your font slim.

Want to make your products feel elegant?

Choose a fancier font.

​🤓 Brainy Breakdown

​Our perception of price impacts our buying decision.

If we see a heavy discount, we’re more likely to take out our wallets.

And marketers know this.

The trend of slashing out an anchoring price and offering a discounted price is especially prevalent in digital products.

But be careful. Unless your product is regularly priced and bought at that specific price, you can’t slash it out and put a better price next to it.

🚨 If you’re doing this: you’ll want to pay attention because it’s technically illegal.

(Rob wrote a great thread explaining the who, what, why behind Udemy’s court case).

Relying on Price Anchoring to drive conversions? Here’s a few dozen other psychology biases that you can legally use.
​

🤩 Brainy Resource

What does the content management system of companies like Tesla, Adidas, Oatly, Netflix, Mindvalley, and T-Mobile look like?

We were curious too.

So, we asked them.

We polled 1,639 respondents from 7 countries to figure out how organizations worldwide use their content management systems.

Turns out they all have a few things in common.

And you can copy-and-paste what these teams are doing into how you use your own content management system (no matter how big or small your company is).

✏️ BRAINY PLAYBOOK
Co-created by Katelyn Bourgoin & Phill Agnew

Stop banging your head against your keyboard trying to write copy that converts.

Wallet-Opening Words will help you sell more using science.

Discover 26.5 science-backed copywriting techniques that will help you make small tweaks that drive BIG sales.

Better yet? Get an AI-powered copywriting assistant to help you go from idea to first draft, FAST. 🤖

Get a complete system to go from idea to first draft... fast

Start opening wallets →

💡Brainy Spotlight

​John Harrison, Why We Buy reader and copywriter, is a fan of Negativity Bias.

But, he makes a specific tweak to the psychology bias.

Instead of blaming the reader for the situation, he makes sure to blame others for why they’re in that situation (and in need of the product).

This sparks the Common Enemy Effect and creates the mental frame that the product and the buyer are fighting against the same larger foe.

Not sure who your buyers see as the “enemy”?

​Get on a Clarity Call and ask them. ​

Did you enjoy this week’s newsletter?

😍 Loved it | 😄 Liked it | 😐 Meh | 🤬 Hated it​

If you learned something useful, would you share the newsletter with a friend?

You can even earn cool prizes 👀 for referring new readers to Why We Buy.

And if you have an idea for a future issue, send ’em my way.

Until next time, happy selling.

P.S. Wanna *really* get inside your buyer's head?

There are a few ways we can help: