Nobody buys anything online without a reason. Not a stated reason - the reason on the surface, the one that makes the purchase feel logical and justified. But a deeper one. The real motivation sitting underneath the rational explanation, driving the decision in ways...
Customers rarely choose the best business. They choose the business that makes them feel most confident about the outcome. This distinction seems small until you watch it play out in practice. A more experienced consultant loses the client to a less experienced one...
There's a version of online marketing that assumes the customer journey looks like this: person sees your ad, person buys your product. Some businesses are built entirely on that assumption. They run ads, they post content, they make offers - and when people don't buy...