Once upon of time, I was the Tasmanian Devil tearing through the sleepy highways of Oregon.

This was before out-of-shape, purple-haired anarchists turned Portland into their private fiefdom.

So Oregon traffic cops didn’t have all that much to do back then, I guess.

Anyway, a lot of tickets piled up for me and things started to look grim.

I needed to get out of this. And me getting out of it certainly did not entail changing how I drove.

Does the Tasmanian devil cease to become a spastic, spitting tornado of incomprehensible speech ?

No.

What I needed wasn’t introspection or a lighter foot on the gas pedal.

I needed a hero.

I needed a smiling , suited, Superman who is a master of the legal arts and can get me out of this mess .

So I looked up traffic lawyers on Yelp and called one of them.

I expected to get a friendly, undefeated, Hercules

Instead, I got more of a dour douche.

He told me that he would absolutely not make any promises or predictions regarding winning any kind of case if I wanted to go to court.

“Your speeding ticket,” he growled, “is not worth me losing my license.”

He told me I just had to pay him and whatever happens, happens.

Anyway, I chose not to work with that guy and just went ahead and paid the fine

But it taught me about the need for certainty among buyers and how to navigate this ingrained human need for a Hercules to come to their rescue.

We hunger for information

We crave information for the sake of information

The human mind covets the tiniest bit of information about:

Enemy tribes

Terrain

Weather

Tools

Disease

Women…

Whatever it is that can impact a life, we’re genetically programmed to thirst for information

And that’s the problem, isn’t it?

That’s why customers never want to buy from you unless a bear is chasing them and you happen to sell bear-repellent spray

Or a booby-trapped “pic-a-nic basket”

Otherwise, they always want more information

They always want more data, more case studies, more testimonials,

I wouldn’t be surprised if some of them asked you to sacrifice a black goat on a moonless night to make sure the stars align.

But information is still necessary for us to react to change and navigate through life

It’s information addiction that’s the problem.

Lots of customers don’t know they have information addiction. They probably think they’re just doing due diligence

But they’ll never get the certainty they desire

The crucial piece is knowing how to step in at the right time and give certainty to decisively stop that information addiction once and for all

At least as it relates to your product or service

This is something I specialize in.

P.S.

My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money. It costs around $30 everywhere else, but if you join my daily email list by clicking the link below, you can have a digital copy for free.

Get it here: https∶//powerpersuasion.net/