The problem most businesses have is they use their messaging to try to convert everyone. They regard everyone as a prospective customer. Here’s why that is a huge mistake.

We buy what we want and not what we need. Sometimes it’s hard to tell the two apart. In this article we take a look at the ways in which problems and pain appear, and how they effect our decisions.

Our purchasing behaviour is surprisingly complicated. Why do we buy from one person, but not from another? Three words make the difference. Know, like and trust. Let’s take a look.