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

Here’s one of the easiest ways to make your products look more legit:

Show multiple copies of your product in your sales images

​In 5 studies, this proved to make buyers think the product worked better in comparison to images with a single product.

​

Who knew that simply copying & pasting an image could boost sales? Now you do.​

​🤓 Brainy Breakdown

It’s tempting to try to hide your mistakes as a brand.

Being perfect is the best way to get people to buy, right?

Wrong.

We actually like when people (and brands) more show their flaws.

Research shows we’ll rate someone as more likable if we think they accidentally spilled coffee on their shirt.

Psychologists call it the Pratfall Effect, and apparently, Oatly read the studies.​
​
Oatly built out an entire website and turned it into “a time machine of all things bad about an oat drink company.”

​SOURCE​

They don’t even shy away from saying, “There’s a lot to cover.”

Oatly creates reliability and trust by making buyers feel like they’re willing to flaunt their flaws—not hide them. It’s a smart campaign that got people talking.
​

🤩 Brainy Tool​

Every purchase begins with a buying trigger.

It’s a moment when a prospective customer moves from being oblivious that they even have a problem to being in the market for a new solution.

​

No trigger = no sale. So unless you have money to burn, discovering your customers’ buying triggers is a big deal.

That’s why I love Vouch ❤️

I use Vouch at Customer Camp to scale our customer research efforts.

I can ask survey questions at key stages of the buyers’ journey—like immediately after someone buys a product or completes a video training—and customers can respond with videos answering my questions asynchronously.

​

It’s one tool with multiple use cases. (Perfect more marketers who need to “do more with less”)​

💡Brainy Spotlight

Our brain has two different systems that work in tandem to process information and our experiences.

In his bestselling book Thinking Fast and Slow, Daniel Kahneman refers to these two ways of thinking as System 1 and 2.

Here’s a tip from Why We Buy reader Kate Sotsenko on how to use System 1 thinking to get more conversions:

You won’t tap into System 1 thinking (the system that makes 95% of our decisions) if you only speak into the rational part of a buying decision.

​

Speak to the emotions driving the buying decision.

How do you know which emotions push your buyers to pull out their wallets?

​Here’s the scrappy strategy I use to find out.​

I hope you enjoyed this week’s brainy best!

Until next time, happy selling.