What people say they want, and what they really want are two very different things. And your business could be losing sales as a result.

Because even though you may already know and understand that first statement, are you sure you’re applying it in your marketing?

Time and time again, behavioural science has proven that we aren’t anywhere near as rational as we like to believe.

Instead, our decisions are driven by deep-rooted triggers and biases.

Powerful forces like loss aversion, which explains why we hate losing things twice as much as we love winning them.

Or the decoy effect, where that expensive premium option exists mainly to make the middle choice look like the smart bargain.

Plus anchoring bias, scarcity triggers, social proof, the choice paradox – dozens of psychological shortcuts running the show behind the scenes.

But fascinating as all this stuff may be…

How do you actually use it and deploy it to your advantage in the trenches of the real business world?

That’s where I come in.

I’m a decision pathway auditor and an ABP consultant.

What’s that, you ask?

I’m like a mechanic for your business marketing engine: I check under the bonnet (or the hood, if you’re American) to see where we can tweak and fine-tune things to get that baby humming even more smoothly.

Or, to put it in a more sophisticated way...

I’ll show you how you can convert more of your prospects into recurring buyers by leveraging the power of action-based psychology and behavioural science.