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Anyone heard of the “logical and emotional buyer” saying? I don’t agree with it…
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0:00Who here has heard that there's logical buyers and emotional buyers? Anyone heard that? Yeah, I don't agree. Cuz first of all, 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. I take the position that you've got high information and low information buyers. People inherently 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.
0:26But if we look at the marketplace at large, there's only a tiny percentage of people who have already been 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.