The Checklist Effect

Understand Your Buyer > How To Convert > The Checklist Effect

What is it?

The Checklist Effect is about highlighting, summarising and repeating the most important and compelling parts of your offer so that just before purchasing your buyer has everything they need to proceed.

Why does it work?

It works because as buyers we naturally want reassurance we are doing the right thing as we are driven by a fear of loss and want to minimise risk. By summarising and repeating the most important parts at the very moment just before purchase we have everything we need to make the best decision possible. We are also likely to have forgotten some of the “things” we get once we make the purchase so this timely reminder is another nudge.



How can you use it?

Just before a client buys, online or offline, have a checklist of the benefits and “stuff” they will get when they buy. This will help them to make their decision and ensure you have provided as much information and evidence as possible to make the case for why they should buy your offering.


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84 ways to reach, engage and convert people to buy using psychology, science and common sense.

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How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

How to convert – 10 ways to convert prospects to buyers.

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