​A 1970’s Harvard study found people agree to requests 90% of the time when it’s tied to a reason.

(If you don’t add a reason, people only comply 60% of the time)

Share the reason you’re running a promotion, have limited seats, or are selling at a certain price point.

That reason will nudge buyers closer to taking action.

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There are two modes of thinking according to Daniel Kahneman, the author of Thinking Fast and Slow.

​System 1 thinking is the unconscious and fast autopilot that we use 95% of the time. System 2 thinking requires more effort, which our lazy brains wish to avoid.

The easier your ads are for buyers to understand, the more likely they are to stop, pay attention, and take action.

Here are two ways to appeal to lazy brains with your ads:

Our minds are naturally drawn to look in the direction other faces are looking.

✅ Point the faces in your ad toward the most important copy or your CTA.

Clearly state the benefit of your product in metrics your buyers are most familiar with.

✅ Swap vague wording for specific examples. Don’t say “fewer meetings”—say “25% fewer meetings”.

(Using specific numbers can drive 12-25% more traffic in comparison to vague wording.)

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Have you heard of “authority bias”?

Simply put, people trust information more when it comes from a trusted authority. This is why PR is such a powerful growth opportunity.

But you don’t need to hire a pricey PR agency to get in Forbes, on the Today Show, or top podcasts.

​Christina Nicholson, a TV reporter of 15+ years, can show you how to make it happen FOR FREE in 5 simple steps.

​Get Christina’s free masterclass here >​

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💡Brainy Spotlight

Do you have a dream list of B2B buyers?

Time to pull it up.

Here’s a brilliant idea from Peep Laja, Why We Buy reader and CEO of Wynter:

Write about your dream buyers publicly.

How could you help your dream clients? Write about it and tag them.

Hearing or seeing our name (or company name) is a reflex that we can’t control.

(It’s called the Cocktail Party Effect)

We HAVE to look over at who’s talking about us.

Boom! You’ve got their attention.​

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Until next time, happy selling.