You Don’t Buy Because You’re Smart

We like to think we’re rational decision-makers.

We’re not.

We are emotional creatures who occasionally use logic to justify ourselves.

Every buying decision — personal or professional — comes down to one of two reasons:

I need it.

I want it.

That’s it.

We don’t buy because of features, statistics, or clever explanations. Those things help us feel comfortable after the decision has already been made.

Desire leads. Logic follows.

This is why over-explaining so often backfires. When we drown people in information, we assume we’re helping. In reality, we’re asking them to think when they’re wired to feel.

People don’t need more detail.

They need clarity.

Clarity about why something matters.

Clarity about how it fits into their world.

Once that’s clear, the decision becomes simple.