Understand Your Buyer > How To Convert > The Diderot Effect
What is it?
The Diderot Effect covers the fact that when you buy something new, it can “shame” your existing possessions and cause you to want to upgrade/replace them.
Why does it work?
It works because it changes our perception of our existing possessions/situation. With a new shiny car, we’re suddenly aware of how dirty and damaged our old car was, and the cars around us. It’s all about contrast. Something new, shiny or more premium will undoubtedly stand out against lesser things.
How can you use it?
When crafting your offering, be aware that some of your buyers will want to upgrade or replace other related things. Presenting your offering as part of a range, set or along with other related products and services can help you not only to generate upsell but to satisfy your buyers’ natural urges.
Like this kind of stuff? Want more?
Understand Your Buyer:
100+ ways to reach, engage and convert people to buy using psychology, science and common sense.
In the book we cover:
✅ 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.
Everything in the book works and is backed by psychology, science, common sense and my own testing.