How to Get Through to Lazy Buyer Brains

Your buyer’s brain is a lazy beast. Human brains — your buyer’s, yours, and mine — all seek to conserve energy, maximize rewards, and minimize effort and risk. A human brain weighs only 3 pounds — 2% or less of the total body weight of most adults. Yet the brain consumes 25% of your oxygen and 20% of your energy.Read the full article