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Why People Actually Buy (Not Logical vs Emotional)

Alex rejects the logical versus emotional buyer split. He splits people by information level instead, everyone moves the same direction as they learn more, and advertising's job is handing them enough info to decide.

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Alex
Channel
MoreMozi

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More details
Format
Clip
Duration
1:57
Origin
MoreMozi videos
Transcript
Full transcript on this page

Key takeaways

  • I don't agree.
  • So, I don't think that it's logic because first of all, if I'd be like, "Show me a logical buyer.
  • All of this is what brand and good advertising solves.
  • If you have a big brand, Alex is having conversation one with a thousand people, two with a thousand people, three with a thousand people, and then my outbound team only does one or two calls and they tip everyone in.

Chapters

  1. 0:00
    Abschnitt 1 So, who here has heard that um there's logical buyers and um emotional buyers?
  2. 0:28
    Abschnitt 2 So [sighs and gasps] I take the position that you've got high information and low information buyers.
  3. 1:46
    Abschnitt 3 But now this thing looks like this.

Full transcript

Locally archived YouTube transcript with timecodes. Speakers are assigned heuristically and may be corrected editorially.

3 segments

0:00So, who here has heard that um there's logical buyers and um emotional buyers? Anyone heard that? Yes. Yeah. I don't agree. Um do you have the blue one right there? So, I don't think that it's logic because first of all, if I'd be like, "Show me a logical buyer. Show me an emotional buyer. How do you know that?" It sounds nice. Everyone nods their head, but like no one has any idea. So, it's like cool.

0:28So [sighs and gasps] I take the position that you've got high information and low information buyers. And there's two elements of this. Number one is that people inherently live they start at different levels because of who they are naturally. They have a history of reinforcement for making faster decisions. And some people got burned early on for making fast decisions and it takes them longer to make decisions. Fine. But no matter where someone starts on here, there's only one direction that they can go in, which is this way. And so the point of advertising in general and I see outbound as a form of advertising is to give them enough information to make a decision and that's it. And so but if we look at the marketplace at large to scale, there's only a tiny percentage of people who either have already been educated enough, this is kind of like the reverse awareness funnel that I was showing earlier. They're already educated enough that we can just like tip them in and they're ready to make a purchase. All of this is what brand and good advertising solves. And so the reason that it's so difficult to do outbound is that you start someone here and you have to have conversation one, conversation two, conversation three, conversation four. I have enough information to make a decision. If you have a big brand, Alex is having conversation one with a thousand people, two with a thousand people, three with a thousand people, and then my outbound team only does one or two calls and they tip everyone in.

1:46But now this thing looks like this. in terms of how much is here. Does that make sense? >> A lot of sense.