If you’re interested in learning about the psychology of human behavior — specifically in business — I want to share 2 examples with you in this email.
Then, I invite you to come see me, plus masters of human behavior like BJ Fogg, Derek Halpern, and Marie Forleo, sharing techniques we’ve never revealed on mastering psychology in business at BehaviorCon.
COUNTERINTUITIVE EXAMPLE #1:
Why I don’t show you a full list of my courses
Every week, I get helpful advice from 20+ people, who tell me I really should list all my courses out and let people join.
But there’s a reason I don’t allow you to directly join my courses. Last week, I got an email from an IWT reader who excitedly asking for a way to join my Dream Job course. To illustrate why I don’t allow people to join, I decided to actually let her in the course.
I sent her a direct link to the course and said, “You can join here.”
Here was her response:
Can you spot the red flags in this email? There are 3. This reveals precisely why I don’t allow people to join my courses directly (especially my flagship ones).
COUNTERINTUITIVE EXAMPLE #2:
Why I don’t offer webcast replays
Every time I do a webcast, I get hundreds of comments/emails pleading with me to offer them at different times, or at least offer a recording. “I live in Spain!” they cry. “Give your European readers a chance!”
So I did it. I offered a replay of my webcast to see what would happen.
Result: Tepid attendance and nearly non-existent number of people joined a new course I opened up.
Sometimes, people will loudly ask for something…but when you give it to them, they don’t value it at all. Knowing how to listen to what your customers claim you want vs. what they REALLY WANT is one of the key distinctions between successful companies and failures.
The power of understanding human behavior
These examples aren’t just about running an online business.
I believe understanding human behavior is THE most critical skill you can develop — more than being great at Excel, or Ruby, or any tool.
Psychology is why I don’t recommend budgets or cutting back on lattes, advice that “experts” believed for decades — simply because they didn’t understand human behavior.
What if you could understand the psychology of how people act? How would that help you in business?
FOR ENTREPRENEURS: If you’re an entrepreneur, you’d know how to grow your customer base, give your clients amazing service, and know what they WANT vs. what they NEED. You’d know how to deal with demanding clients, clients who don’t pay, and even white-glove clients who you want to provide amazing service to. You could save hours and hours every day by knowing precisely what would build your business.
FOR EMPLOYEES: If you work at a company where you’re responsible for marketing, customer service, or even collaborating with other co-workers, imagine how much power you’d have by understanding the psychology of the people you’re serving. Knowing these key insights of human psychology would be like a secret potion you keep with you always — using it ethically and strategically.