Persuasively Inconvenient
As illustrated in the examples above, our brains intuitively seek things that are scarce, unavailable, or fading in availability.
Oren Klaff is a professional sales pitcher and fundraiser who claims to close deals through a systematic method which he calls neuroeconomics, a craft that combines both neuroscience and economics. By digging deep into our psychology and appealing to what he calls the “croc” brain, the method utilizes various Core Drives such as Social Influence & Relatedness, Scarcity & Impatience, as well as the upcoming Core Drive 7: Unpredictability & Curiosity and Core Drive 8: Loss & Avoidance.163
In his book Pitch Anything164, Klaff explains the concept of Prizing, and how it ties into three fundamental behaviors of our “croc” brains:
- We chase that which moves away from us
- We want what we cannot have
- We only place value on things that are difficult to obtain
His work suggests that, instead...