The Default Effect

Understand Your Buyer > How People Work > The Default Effect

What is it?

The Default Effect is when your offer “defaults” to a certain choice and it’s up to your client to “opt out” for something else.

Why does it work?

It works because as humans, we are lazy and looking for the path of least resistance. We also think that the default choice is often the “right” choice as it’s been made the default.


How can you use it?

Decide on the best default options by considering what’s best for you and your client. In the UK the organ  donor register has moved from a system where you have to opt in, to one where you have to opt out. This maximises the number of available organs in the NHS and for most people, they would be happy to donate but never bothered to register.



Like this kind of stuff? Want more?

Buy the book!


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.

Click here to find out more