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There’s only one reason why your customers aren’t buying.

Status Quo Bias.

Which means I have some good news and bad news for you.

The bad news? For them, doing nothing is better than doing something. Choosing not to proceed is better than proceeding.

The good news? Now that you know that we can do something about it.

Take this ad from Apothecary, for example. They’re trying to replace using wine to wind down with their herbal remedy.

So, what are they doing well, and what should they...

Rock Climbers hang on by their fingertips.

Not only does this make their fingers stronger than average, rock climbers rely on them to ‘feel the rock’ so they know where to move next.

This is how I’ve come to think of small business owners. 

Most of us hang on by our fingertips as we’re scaling the heights.

We don’t have a large margin of error.

There’s rarely a safety net.

Yet we do it because it’s our pursuit.

Which is why I put so much effort and care into my Just Do This program for...

How to hold someone's attention?

We keep hearing attention spans are getting smaller.

So in an email, presentation or social media post, how do you keep them curious long enough to do what you want them to do?

The good news is that people will stay interested if they stay curious, and to do that, there are four ingredients.

It needs to be something they don't already know but WANT to know.

And…

They need to be certain they'll get an answer but UNCERTAIN about what the answer will be.

I...

Research confirms what you may already know to be true.

People are more likely to spend refunded money.

Let’s say you return a $100 jacket. According to Yu, Cryder and LeBoeuf (2024)  you are more likely to spend that $100 refund on a discretionary purchase than if you’d received the same amount as either income, an unexpected windfall or even a tax refund.

That’s because the money has already been designated as ‘spent’.

It feels like free money because it comes without obligation - you ...

Should you promote that something is new? Like under new management or a new product release?

In this video I share:

• new research on 'revision framing';
• whether people prefer something new over a functionally superior option; and
• how customer expertise changes things.

This is a sample of content from the Just Do This small business program. Find out how you can join.

You are busy. I get it. 

Now you can get behavioural lessons wherever you are and whenever it suits!

I've turned core lessons from Just Do This into a podcast that can be listened to from your favourite podcasting app, like Apple and Google podcasts.

It's exclusive to Just Do This members as part of their membership - there's no extra cost.

Just another reason to join Just Do This.

Sill not sure? Have a look for yourself with free access for 24 hours...

Get free access to Just Do Thi...

Help me spread the word about Just Do This and earn commission!

I'm a solopreneur so it helps when people who like what I do share it with others.

When you become an Affiliate you not only get access to special discounts to offer your contacts but earn 10% of any sale.

You don't even have to be a Just Do This member yourself to sign-up.

This is perfect for accountants, lawyers, IT specialists, designers, or anyone who has small business clients. 

Find out more.

When it comes to influencing behaviour of customers and colleagues, there are a lot of things you can do. But there’s also a lot of things you shouldn’t do.
 

1. Don’t make things pretty, make them effective

Too many businesses prioritise aesthetic over efficacy.

For example, websites with call-to-action buttons that match their brand. I get it! Brand guidelines are important. We want our businesses to look well considered and professional.

The problem when everything matches is that nothing ...

When it comes to pricing options, how different should the prices be?

Should your most expensive option be a little bit pricier than the middle option, or a lot?

Should your cheapest option be super low, or closer to the middle?

In this video, behavioural expert Bri Williams shares how to price your product options to influence customers to buy.

More about Just Do This: www.briwilliams.com/about-just-do-this

How to overcome the biggest objection of all?

I’m not talking about price!

I’m talking about incumbency.

The ‘we’re fine with what we’ve got’ or what we’re doing as your customer swats you away, like an annoying little fly.

In my latest video I explain what to say to get your customer's attention and listen to what you have to say.

This is a sample of content from my Just Do This membership program. Find out how you can join here.