The Independent Effect

Understand Your Buyer > How To Convert > The Independent Effect

What is it?

As buyers we want to know that we are being dealt with in an honest and fair way and that the person selling to us has our best interests at heart. We know this isn’t always the case, so any seller that is independent and not tied to certain solutions, brands or products has a higher chance of dealing with us in a fair way.

Why does it work?

It works because of our natural aversion to risk.  We want to know that the solutions we buy will not only work and have been proven to work, but that they’re relevant and appropriate to our needs. Paying too much or buying something that’s of low quality or just ineffective is an experience many of us have had and one we want to avoid repeating at all costs.



How can you use it?

This isn’t relevant to all businesses,  but if you do genuinely look at all solutions in the market regardless of brand, supplier or an incentive you may be paid as an affiliate, then promoting your independence can be a useful tool for conversion and differentiation.


Like this kind of stuff? Want more?

Buy the book!


84 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.

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