The Permanent Laws of Buyer Psychology
Eight things about how people decide to buy that were true before the internet and will be true after the next platform is gone. Each law comes with why it's wired into the brain, exactly how to use it in a sales motion, and the honest line between using it and manipulating with it. Learn them once, use them forever.
Get the guide
Enter your email and it's yours. No spam, unsubscribe anytime.
By downloading you'll also get the occasional field guide and note from Zach. Unsubscribe anytime.
The law, the wiring, and how to use it honestly.
The durable rules
Loss aversion, the status-quo competitor, certainty over value, cognitive load, peak and end, and three more that govern a considered purchase.
Why each is built in
The brain reason behind every law, so you can apply it to any situation instead of memorizing a tactic that expires.
Use it, don't manipulate
Where each law gets used to manipulate, and the version that survives a long sales cycle and a buyer who talks to their peers.
The ones your stuck deal is probably fighting.
Your real competitor is not a rival. It is the buyer doing nothing, and inertia beats you far more often than the other vendor.
A buyer will pay more to be sure than to get more. Every time you make the promise bigger, you make it less believable.
People work harder to avoid a loss than to win an equal gain. Sell the cost of staying put, not the promise of the upside.
You cannot out-tactic a person's psychology. You can only align with it, or fight it and lose slowly.
For the owner who sells on trust.
Everything else in your go-to-market decays. The channel that worked last year is tired this year, the algorithm changed on a Tuesday, and the subject line that got opens is filtered now. Underneath all of it, unchanged, is a person deciding whether to buy.
That is the one durable asset in your entire go-to-market: an accurate model of how a human being actually decides. Every law here can be used to manipulate, and most of them usually are. This guide gives you the other version, the one that survives a long sales cycle and a buyer who compares notes.
Know how buyers decide. Then prove it.
Grab the eight laws, run your stuck deal against them, and you'll usually find the exact one it's fighting. Then let's build the engine that proves what's working.
Download free →