Understand Your Buyer > How People Work > The Treat Effect

What is it?

The Treat Effect recognises that as human beings we often feel entitled to and deserving of many things which we don’t have. By appealing to this desire to “spoil” or “indulge” we can display empathy and increase our chances of making the sale.

Why does it work?

Life is tough. We work long hours, get up early, go to bed late, try to eat well, exercise, save money, spend time with loved ones, have time alone, decorate, exercise, learn, grow, travel….

You get the picture.

In our world of excess and overwhelm we can lose ourselves as people and feel like we are doing everything for everyone else and nothing for ourselves.

The Treat Effect recognises this imbalance and encourages our potential clients to act on their urge to put themselves first “for a change”.




How can you use it?

By recognising the pressures of your potential client and the fact that they often don’t come first, you can make it clear that you understand.

Painting a picture of their stressful life where everyone else seems to come first and contrasting that with indulging in your product or service because they “deserve it” confirms that perhaps it is time to spend some time and attention closer to home.


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.

Click here to find out more