Why does the exact same offer, at the exact same price, get bought by one person and ignored by another?

In this episode, Jo breaks down the real psychology of perceived value, for anyone selling something a client can't hold in her hands: coaching, strategy, wellness work, anything intangible. Starting with McDonald's famous milkshake problem and why the "stated" reason someone buys is almost never the real one, Jo works through five research-backed ideas that explain why some sales pages land instantly and others, saying almost the same thing, land nowhere at all.

This includes the two completely different motivational engines behind every purchase, why "reduces anxiety" is close to useless on a sales page even when it's completely true, and why the invisible work behind an intangible offer has to be made visible before anyone will pay for it.

Research referenced in this episode:

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of Services (pp. 186–190). American Marketing Association.

Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.

Christensen, C. M. (2005). Marketing malpractice: The cause and the cure. Harvard Business Review, 83(12), 74–83.

Paivio, A. (1986). Mental Representations: A Dual Coding Approach. Oxford University Press.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291.

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