Why buyers are liars

Way back around 2004 after the Bush/Kerry election, one of my co-workers at the time went on a cruise with his wife, and told an amusing story with a powerful lesson about buyer psychology. Here's what happened: They were on deck sunbathing next to a couple guys who were also soaking in the rays, sun glasses on, relaxed and having a good time. Not a care in the world. Then, out of the blue, one of these relaxed sun bathers said — without moving, raising his voice or even so much as changing the relaxed expression on his face — “Man, I don't know what I'm going to do now that Bush is back in there. We're all screwed.” No anger. No fear. No clenched fists or even expression change. And that's the point: Despite his words... the bloke obviously wasn't that distressed about Bush 2.0. In fact, according to my friend, the guy was out each night laughing it up and having a good time with the ladies, ordering pricey meals and drinks, etc. Which brings me to the rub: People will say they like certain things. They will say they hate or fear certain things. They will say they want to buy certain things. But what they SAY they like... what they SAY they hate & fear... what they SAY they want to buy... ain't always so. This is especially true in today's outrage culture full of the always-offended just looking for attention or likes. This also applies to every single market I’ve ever sold to: Like golfers who insist they want consistency, but buy “how to hit the ball farther” products and gadgets. Or in weight loss when people say they want to be healthy but really just want to get revenge on an ex by looking good. And the list goes on. Almost all buyers are liars. And, when you understand that, you’ll grow to love the predictability of it for selling. On another note: If you haven’t yet entered my free social media lair, you can at the url below. It's still early days. But so far we've talked about everything from the indisputable facts proving Bill Cosby got railroaded by the corrupt legal system (that every guy - even those dumb enough to have fallen for the media narrative about his trial, should be terrified by)... why the copywriting sex doll software promising to write sales copy for you should have been named after a girl instead of a guy... an example of the TV garden gnome doctor's billion dollar branding strategy (those who have read the July Email Players issue may find it especially amusing), why the movie The Dark Knight Rises is more a documentary than not... and so on and on. It's free to join. Here's the URL: Ben Settle Copyright © 2021 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. PO Box 1056 Gold Beach Oregon 97444 USA To unsubscribe or change subscriber options, visit: