Library
The eight mechanisms
mechIndex.hero.connector buying decision.
The brain evaluates you in parallel across eight dimensions. You can lose on one and still win, but lose on three and the sale is lost before you mention the price. Here is the ultra nerdy deep dive into each mechanism, the neuroscience behind it, the signals in the conversation and how to optimize.
Trust
The brain's first filter. Without trust, nothing else gets heard.
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Risk
Losses weigh twice as heavy as gains. Sell the safety, not just the upside.
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Social Proof
The brain takes shortcuts. Other people's decisions are the most important shortcut of all.
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Authority
Expert status without arrogance. Prove it, do not say it.
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Future Visualization
The brain buys pictures, not features. Get the customer to see themselves after the purchase.
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Emotional Activation
People buy feelings. Logic is just what they use to explain the decision afterwards.
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Decision Readiness
Read where the customer is mentally. A yes too early is a no too late.
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Commitment
Ownership is built on small yeses. When the customer shifts from you to we, the decision is close.
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