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“They don’t buy from clowns” - you probably heard a similar statement, perhaps from marketers, somewhere at a business conference, or read it. This phrase belongs to Hopkins - the founder of the scientific approach to marketing, when there was no marketing as such, Claude Clarence Hopkins (1866-1932).
If this phrase has been important and relevant since the beginning of the 20th century, then today, primarily in the CIS countries, it will be relevant to rephrase it: “They don’t buy from honest people”.
But first, let's touch on the old Native American proverb about the fight between two wolves:
When making a purchase decision, a similar situation occurs, 2 parts of the brain are activated (one FOR the purchase, the other AGAINST), blood rushes to them, they begin to actively consume glucose and the area that is activated more strongly wins. There is also the 3rd precinct, a kind of judge, based on the decisions of these two precincts, makes a verdict.
AGAINST, the amygdala (amygdala) is always the part of the brain responsible for negative emotions, negative experiences, pain, etc.
FOR, the nucleus accumbens acts, a part of the brain associated with positive emotions, with the desire to possess. I want it here and now! - it's about him.
The prefrontal cortex acts as a judge.
Of course, this is a simplified version, but it gives a rough understanding of how our brain works when making a decision.
So, when we are offered to purchase this or that product or service, the first 2 sections are activated independently of each other.
Tonsil. This includes the price of a product or service, if any, then a previous negative experience of purchasing a similar product. Also, the inconvenience associated with the purchase: it can be transportation, long paperwork, a small guarantee, an incomprehensible result from a product or service, etc.
If you imagine this part of the brain in the form of a cat, then this is definitely it:
The nucleus accumbens looks forward to the acquisition. If this is a fashionable gadget, then the opportunity to show off to friends; if a tour, then the pleasure of traveling; if it is a marketing service, then the pleasure of making a big profit, etc.
If you imagine this part of the brain in the form of a cat:
The prefrontal cortex analyzes this data, and from which part of the brain the stronger signal comes from, it makes a decision on its basis whether to buy or not. If we are talking about an expensive purchase, and the signals from both sites are approximately the same, then other sites are actively connected, and a deeper analysis takes place.
Now let's get back to goods and services. Any honest business has its own limitations dictated by the real world. For example, a quality product with a long guarantee, good service and other additions that cover all the pains and inconveniences of the client cannot be cheap.
This ideally describes the love triangle of time, price and quality:
Utopia in reality is achievable in few niches. But scammers just like to focus on it.
Let's take a look at how the structures of our brain work when the client is offered such an ideal option - utopia:
Fraudsters and unscrupulous businessmen can easily manipulate these aspects, easily covering up all the pains and increasing the anticipation of the purchase result.
Take the example of a construction company.
Wooden cottage with an area of 250 m2.
For construction you will need:
And also to give guarantees, which he undertakes to fulfill at his own expense.
A scammer or an unscrupulous builder can easily make an offer tastier.
Price 4 million rubles
The construction period is 11 months.
The guarantee is 15 years.
Of course, such an offer is much more tempting than the first.
And such a builder can easily:
Especially "utopia" is easy to sell to various coaches and info-gypsies, since they are able to promise anything, presenting their knowledge as a panacea for all the client's problems and a gateway to the life of his dreams.
Therefore, such people like to first ask about your dreams, desires, present wonderful cases where their students radically changed their lives. And only after the nucleus accumbens in the client's head gains maximum activity and the person already imagines rain from banknotes in the near future, then they begin to actively sell to him.
And when the difference in the signal potentials of the amygdala and the nucleus accumbens is huge, the prefrontal cortex easily makes a choice without affecting other parts of the brain to analyze the situation.
Likewise with sales through consultation and pricing. A professional, before giving an exact price for his servants, must make a calculation and take into account many factors, and this takes time, while a fraudster can name any numbers from the head and guarantee their implementation.
People are less likely to buy from honest people, as they fall into a simple trap of the mind.
Always try to make decisions, which is called including the head. You will wonder if a person or a company that gives a very tasty proposal will be able to fulfill it? Try to look at the situation as an outside expert giving advice to the buyer (yourself). This will help you avoid many problems and bypass the traps of your own mind.
If this phrase has been important and relevant since the beginning of the 20th century, then today, primarily in the CIS countries, it will be relevant to rephrase it: “They don’t buy from honest people”.
But first, let's touch on the old Native American proverb about the fight between two wolves:
When making a purchase decision, a similar situation occurs, 2 parts of the brain are activated (one FOR the purchase, the other AGAINST), blood rushes to them, they begin to actively consume glucose and the area that is activated more strongly wins. There is also the 3rd precinct, a kind of judge, based on the decisions of these two precincts, makes a verdict.
AGAINST, the amygdala (amygdala) is always the part of the brain responsible for negative emotions, negative experiences, pain, etc.
FOR, the nucleus accumbens acts, a part of the brain associated with positive emotions, with the desire to possess. I want it here and now! - it's about him.
The prefrontal cortex acts as a judge.
Of course, this is a simplified version, but it gives a rough understanding of how our brain works when making a decision.
So, when we are offered to purchase this or that product or service, the first 2 sections are activated independently of each other.
Tonsil. This includes the price of a product or service, if any, then a previous negative experience of purchasing a similar product. Also, the inconvenience associated with the purchase: it can be transportation, long paperwork, a small guarantee, an incomprehensible result from a product or service, etc.
If you imagine this part of the brain in the form of a cat, then this is definitely it:
The nucleus accumbens looks forward to the acquisition. If this is a fashionable gadget, then the opportunity to show off to friends; if a tour, then the pleasure of traveling; if it is a marketing service, then the pleasure of making a big profit, etc.
If you imagine this part of the brain in the form of a cat:
The prefrontal cortex analyzes this data, and from which part of the brain the stronger signal comes from, it makes a decision on its basis whether to buy or not. If we are talking about an expensive purchase, and the signals from both sites are approximately the same, then other sites are actively connected, and a deeper analysis takes place.
Now let's get back to goods and services. Any honest business has its own limitations dictated by the real world. For example, a quality product with a long guarantee, good service and other additions that cover all the pains and inconveniences of the client cannot be cheap.
This ideally describes the love triangle of time, price and quality:
Utopia in reality is achievable in few niches. But scammers just like to focus on it.
Let's take a look at how the structures of our brain work when the client is offered such an ideal option - utopia:
- 1. Low price, short terms (and the brain reacts negatively to getting the result somewhere far in time, it needs here and now). They weaken the activity of the amygdala and the client does not experience negativity.
- 2. The low price and the result from the purchase stimulates the nucleus accumbens well, from which the client increasingly wants to purchase a product or service.
- 3. The prefrontal cortex analyzes all of this, as well as connects other areas and analyzes the long-term prospects of buying, and the certified quality completely tilts the choice in favor of buying.
Fraudsters and unscrupulous businessmen can easily manipulate these aspects, easily covering up all the pains and increasing the anticipation of the purchase result.
Take the example of a construction company.
Wooden cottage with an area of 250 m2.
- Price 10 million rubles
- The construction period is 2 years. Since the tree takes time to shrink.
- The warranty is 7 years.
For construction you will need:
- pay for quality materials,
- buy wood,
- pay taxes,
- pay employees
- purchase tools and consumables.
And also to give guarantees, which he undertakes to fulfill at his own expense.
A scammer or an unscrupulous builder can easily make an offer tastier.
Price 4 million rubles
The construction period is 11 months.
The guarantee is 15 years.
Of course, such an offer is much more tempting than the first.
And such a builder can easily:
- throw workers,
- get away from taxes,
- buy the cheapest and most unusable materials,
- take the stolen forest.
- or just start the foundation, and then drag out the construction indefinitely.
Especially "utopia" is easy to sell to various coaches and info-gypsies, since they are able to promise anything, presenting their knowledge as a panacea for all the client's problems and a gateway to the life of his dreams.
Therefore, such people like to first ask about your dreams, desires, present wonderful cases where their students radically changed their lives. And only after the nucleus accumbens in the client's head gains maximum activity and the person already imagines rain from banknotes in the near future, then they begin to actively sell to him.
And when the difference in the signal potentials of the amygdala and the nucleus accumbens is huge, the prefrontal cortex easily makes a choice without affecting other parts of the brain to analyze the situation.
Likewise with sales through consultation and pricing. A professional, before giving an exact price for his servants, must make a calculation and take into account many factors, and this takes time, while a fraudster can name any numbers from the head and guarantee their implementation.
People are less likely to buy from honest people, as they fall into a simple trap of the mind.
Always try to make decisions, which is called including the head. You will wonder if a person or a company that gives a very tasty proposal will be able to fulfill it? Try to look at the situation as an outside expert giving advice to the buyer (yourself). This will help you avoid many problems and bypass the traps of your own mind.
