How we're fooled into making emotional decisions with money

1. Your decisions are less logical than you think {NAME}, it doesn't matter how logical you think you are, the human brain needs emotion to make a decision. Humans make decisions based on emotion, and then we rationalize our actions. [That's why learning the psychology behind what makes humans make a decision]( is one of the most profitable things you can do as a business owner or a marketer. We can't beat our humanity. No matter how much you want to fight your brain, you're not going to beat it all of the time. But what you can do is learn how your brain makes decisions and identify what's happening. You will also be able to activate those decision triggers in your potential customers, to get them to buy from you. Needless to say, you should only use these triggers ethically. On the other side, when big corporations, politicians, or the media is trying to sell you something, you can detect how they're trying to manipulate you and give yourself the freedom to make a more logical decision. I'm launching a test group for people who want to master these decision triggers. I'm calling it the [39 Decisions test group.]( This isn't a "course", this is a "user manual" of sorts for how humans make decisions. It's easily the most powerful skill to learn in business. In the test group you will learn things like: - The evolutionary reason why companies like Apple always launch products like a new iPhone... and how you can copy their strategy to create fanatical customers... - When to leverage the dark triad of personality (narcissism, Machiavelianism, and ruthlessness) in your marketing to have people crave what you're selling... - What is "Intrigue Bias", how does it work in marketing and how you can effortlessly add it to your marketing today, so you can create hypnotic ads that people can't help but watch... - 14 Cognitive Biases that go beyond the traditional 25... - How to capture people's attention in less than 3 seconds using my "Start from the middle" framework... - And much more... Anyone you see on social media, that goes viral consistently is consciously, or unconsciously a master of these 39 Decision triggers. Elon Musk, Donald Trump, Andrew Tate, The Kardashians, Kanye West, they are all masters of these triggers. [Claim your spot in the 39 Decisions test group]( and start mastering them yourself as well. 2. Book of the Day: Misbehaving by Richard Thaler We grow up assuming the people with big titles like MBA or Ph.D. are the smartest of all. We are often disappointed. Maybe it's because life is a combination of BOTH 'art and science'... Making money takes BOTH book smarts and street smarts. In today's Book of the Day, the Nobel Prize winning economist Richard Thaler explains how classic economics is based on a false premise - that humans are rational and make non emotional choices with their money. He says humans should not be understood as rational actors but instead as a species easily fooled into making bad, emotional choices with their money. Thaler won a Nobel Prize by pioneering a more accurate explanation of how we behave when it comes to our bank account. He named it "behavioral economics" which takes into account "the effects of psychological, cognitive, emotional, cultural and social factors on the decisions of individuals and institutions and how those decisions vary from those implied by classical economic theory." If you have been reading my stuff you might realize this is a lot like the "25 Cognitive Biases of the human brain" that I've been talking about for years. Some examples of behavioral biases in our brains: a. "Roughly speaking, losses hurt about twice as much as gains make you feel good." If you go to Vegas and bet $100 bucks and turn it into $10,000 early in the night and then lose half of it later, you will be depressed. Your brain is fooled and forgets that you actually made almost $5,000 in profit. b. "Rewarding students for inputs (such as doing their homework) rather than outputs (such as their grades) is (more) effective." Counterintuitive isn't it? You would think rewarding your kids for getting straight A's would be better than just rewarding them for doing homework. But you would be wrong. c. "People think about life in terms of changes, not levels. They can be changes from the status quo or changes from what was expected, but whatever form they take, it is changes that make us happy or miserable. Consider Jane, who makes $80,000 per year. She gets a $5,000 year-end bonus that she had not expected. How does Jane process this event? Does she calculate the change in her lifetime wealth, which is barely noticeable? No, she is more likely to think, "Wow, an extra $5,000!" This is actually a big breakthrough that both Thaler and Daniel Kahneman discovered called "Value Theory", humans care more about the change in their income and wealth from last year than actually how much total money they are making. A multi billionaire who loses 90% of their wealth but still has $500 million, is less happy than someone who jumps from making $100,000 a year to $300,000. d. Shoppers are addicted to the emotional thrill of coupons even if they realize that the retailer probably just raised the prices (which logically means the shopper isn't really saving any money). "Several retailers (Macy's & JC Penny's) have tried over the years to entice customers with something called "everyday low pricing," but these experiments usually fail.‡ Getting a great deal is more fun than saving a small and largely invisible amount on each item." In conclusion, what does this all mean? Don't trust the economists you see on TV? Maybe, but more importantly, learn to rise above your animal instincts to rise above the masses when it comes to making and spending your money. Stay strong, Tai Tai Lopez CEO www.tailopez.com *** You are receiving this email because you are connected/signed up to receive emails. 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