Psychotactics

Blackberries aren’t black to start with. Or sweet for that matter.
In fact, blackberries start out quite green. And quite sour. Then they turn reddish. And then black.
And that’s when the birds start to eat the blackberries.
Which brings us to the most interesting part of consumption.
And how a blackberry can teach you just how to keep [...]

To get a customer to opt-in may seem an easy process. But that’s only if the customer is already right in front of you. So if the customer is at your office, or on your website, then opt-in is relatively easier.
But what if the customer is listening to your ad on the radio? What if [...]

Would a customer buy a product just to brag?
Would they pay more just to say: “I paid more?”
What if you sold something that wasn’t something spiffy like a diamond?
What if you sold a bed, or teacups, or tiles? What if you sold a training course instead?
In any business the price can be quite [...]

Have you ever been to a party where you knew no one? And then like an angel, an old friend pops up with a big smile. Suddenly you feel relieved. Suddenly the anxiety-factor washes off you and you start to relax.
That friend is simply acting as a guide
She shows you around the place.
She introduces you [...]

As a retailer, which is the most important sale of all? Is it the first sale, second sale, third sale or future sales?
Actually the answer is: “All of the above.” But you knew that already didn’t you. What you probably didn’t know, is the importance of the third conversion.
So what’s the third conversion?
The third conversion [...]

On December 25th, 2009, something quite remarkable happened at Amazon.com
For the first time in Amazon’s history, the sale of e-books overtook the sale of physical books. And on that specific day the paper book downslide officially began. The Kindle officially put the early set of nails in the coffin. What the Kindle didn’t complete, [...]

Switch on your TV.
It doesn’t matter what program is going on, you’ll notice something quite interesting. After about seven seconds something changes.  It may be the scene, it may be the camera angle, it maybe a whole new shot. But almost like clockwork you’ll find there’s a change every seven seconds or so.
Then look [...]

If you’re like most folks you’ll have run into the price vs. value dilemma. No, not in your marketing strategy, but just lazing over coffee and looking at real estate. There in front of you is this great looking house in the real estate section of your newspaper, and you notice that there’s no price [...]

Early in the year 2002, Psychotactics didn’t exist.
We weren’t selling any products. Barely even managing to get any consulting. And selling workshops or training to clients was just a dream.
Then an amazing little book came to our rescue.
Well, technically it wasn’t even a book. It was a presentation I’d made about ‘how customers think.’
Then someone [...]

There are writers. And there are writers.
But you see I was a cartoonist.

It was way back in the year 1988
I was drawing cartoon strips for a very popular newspaper called ‘Mid-Day’. And every day, I’d draw a new strip, and submit it to the newspaper. And since it was back in the days before the [...]

When you complete an article, you always have one of two reactions.
You think it rocks. Or you think it sucks. And you may be wrong on both fronts. You may think your article rocks, when in fact it sucks.
And vice versa.
So how do you know if your article works?
You would think you needed to read [...]

Every day at a certain point in my day my brain is exhausted. And this tiredness has nothing to do with writing. It’s rather got something to do with walking. And listening.
And yes, let me explain.
Every day I take a brisk walk for about an [...]