What would you do if you could understand your customers and your prospects better? If you knew exactly what they think, what they want, and why they behave like they do? You would become better at selling to them, negotiating with them, and caring for them.

My name is Paul Skah and I’m a brand strategist. This is the place where you can learn all there is to know about consumer psychology and the decision-making process. Why on Earth would you need that?

Because no matter which marketing tools you use, the difference between a good brand and a bad brand ultimately boils down to a single decision: should I buy it or not? If you know how the decision-making process works, you become better at every aspect of marketing, sales, and customer care.

My customers range from large corporations such as HBO or SONY to small, successful startups, such as Brand24 or LiveChat. I also help small business owners and freelancers. Perhaps I can help you as well?

My book, “Brand Inside Out” won the Marketing Book of the Year award, and is a required reading at several universities. If you want a preview of my third book, “Narratology” — it’s here.

I’m a four-time TEDx speaker, speaking has taken me all over Europe, the U.S., and Canada.

What can you get better at?

Consumer psychology and a thorough understanding of the decision-making process will give your company an edge. Here are some areas where you can apply this immediately.


Get more YES from your prospects

Did you know that by adding details to the option you want your prospects to choose you increase the likelihood that this option gets chosen? And most people don’t know there’s a methodology to it — it’s called “minus A”.

Increase conversion in your sales funnel

Do you use “the scarcity rule” to nudge people from your sales page to your pricing page? Good. And do you use strikethrough style to indicate that some options are unavailable in the selected plan? Bad.

Deliver your presentations like a rock star

Meeting prospects face to face? Pitching investors? Don’t pour numbers on them. We are not wired to remember numbers. But we’re excellent at remembering the relationships between them.


Sell the same. For more money

If you’re pricing your own work… you tend to undervalue it. You engage in something called “negotiating with yourself”, and you end up… earning less than you should. Don’t worry. There are methods to combat this.

Have your customer happily pay you more

The price your customer is willing to pay is equal to the value they see in your product or service. But do you know what they use to judge this value? It’s called “substitution bias” and it can be tampered with.

Have them tell you exactly what they want

Every skilled sales person will tell you that discovering the needs and wants of your customer is the key to success. There are many methods, my favorite one is called “the a-ha moment”.





Physical proof will make them remember

If you’re selling services people tend to forget you — they have no physical product that could remind them of you. But if you know how memories are generated (yes, they are generated, not recalled), you can do something about it.

A collection will keep them more engaged

If you sell SaaS products you know how important it is to have the customers logging in as often as possible. But how do you get them to remember to log in? The answer is, use game mechanics, in this case, something called “the collection”.

A good story will make them care for your brand

Do you know what makes storytelling work? A good story engages us on an emotional level. And in order to achieve that, you need three things: obstacles, emotions, and a surprise. There is science behind each of those elements.




How to use the scarcity rule in your email proposals. How to draw from the natural snobbism to make your customers want to pay more. These articles are exclusive to subscribers, you will not find them on the blog.
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How do you get there?

Funny you should ask…
I’ve got just the thing for you.


Can you think of a problem I can help you solve right away?
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I write about all things consumer psychology.
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#Contact me

Through the form, via email or social media. Up to you.

Is there a problem I can help you solve? Or do you want me to speak at your event? Or, perhaps, you just want to chat? Contact me through this form or directly — my email is paul (at) paulskah.com.