10 Cognitive Biases That 
Can Affect Your Sales:

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The Softer Side Of Sales

sell more by pushing the 
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The world’s most successful companies, including Google, Amazon, Facebook & Coca Cola, are effectively harnessing the power of


 How does neuro-selling 
increase your sales?

 How do you use neuro-selling to persuade your customers?

 Do you hate selling your product or services because you feel "salesy?"

If you are selling candy bars, 
which pricing  option would allow you to sell the most? 

although both options are selling for $1, you will sell 35-40% more candy bars with the first option.

boost your sales with 

Selling has become an art and skill over the years and people pay billions of dollars on sales training programs each year, with little results. The so-called “sales gurus” are always trying to sell you their shiny techniques, which always seem to be a little pushy or “salesy.”

They teach you about “fads,” 
but don’t teach you 
how the brain buys.

Traditional sales and neuro-selling is very different. Neuro-selling techniques are emotionally based in science, and eliminate all the guess work that traditional selling offers . 

 " "...Amazing Experience."

Knowledgeable, fun loving, caring, direct experts. These are just a few words to describe Jodi & Jess. Whatever topic I needed help with, they had the answers to help guide me. They pushed me to reach new levels I never dreamed were possible. I implemented and I achieved my results. I'm positioned as an expert in my field, and I'm from a little town in Ohio. Who would have ever thought that was possible. I believe in myself and have taken my life from here to there, just as Jodi & Jess taught me. This is almost too good to be true. It works!

 - Margie R - Canton, Ohio

The world’s most successful companies, including Google, Amazon, 
Facebook & Coca Cola, are effectively harnessing the power of

neuro-selling strategies.

Marketers are beginning to realize just how important Neuroscience and Neuropsychology are to their client attraction strategies. The questions businesses need to ask are: “how do people make decisions and what affects their buying behaviors?” 

Knowing how the mind works is the key in how to influence consumer behavior and have more predictability in lead generation and sales conversion rates.

What causes people to buy or not to buy? That is real question at hand. There are over 100 cognitive biases that have been identified. These biases are complicating the decision making process as stumping even the most seasoned marketing professionals.
Traditional marketing focuses on logic and Neuromarketing focuses on the customer experience, emotions, feelings and thoughts. 

 Even the big monsters like Coca-Cola have recently made the switch to Neuromarketing, after they lost over $200 MM, with the introduction of New Coke. But you’ll have to wait to hear that story.


Today’s consumer is getting more and more savvy, yet they tend to make “mistakes in reasoning” when it comes to making purchases which are called “cognitive biases.”

People use their past experiences, social and environmental factors and put more value on their preconceptions than on reality. Most of the time, these are unconscious biases that the consumer isn’t even aware of. So, how can you market to your ideal clients/customers if their interest might change at any time?

To Neuromarketers, the answer is simple. 

When you understand the various cognitive biases your consumer may have, you can adjust your marketing campaigns to your ideal audience, but first, you need to answer these questions:

 Who is your ideal target audience?

 What are their thoughts, feelings and emotions about your services?

 What are their fears, inspirations, wants and needs?

 What is their challenge and what solution do you have for them?

There are a plethora of Neuromarketing strategies and tools to use to “get into the minds” of your perfect prospects. Although many Neuromarketers focus on three or four biases, we believe that you need to understand the top ten most important biases that can affect the buying decisions of your prospects.

The more you understand the “brain on your brands” and “how consumers’ make decisions” the better experience you will be able to offer. 

 " "...Amazing Experience."

Knowledgeable, fun loving, caring, direct experts. These are just a few words to describe Jodi & Jess. Whatever topic I needed help with, they had the answers to help guide me. They pushed me to reach new levels I never dreamed were possible. I implemented and I achieved my results. I'm positioned as an expert in my field, and I'm from a little town in Ohio. Who would have ever thought that was possible. I believe in myself and have taken my life from here to there, just as Jodi & Jess taught me. This is almost too good to be true. It works!

 - Margie R - Canton, Ohio


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Why Use Neuromarketing

1.Buying decisions are driven by emotional responses  -When the Coca-Cola Company introduced “New Coke” there was a backlash by “Classic Coke” lovers. Their marketing had gained the “mind share” of millions of consumers that emotionalized how “Have a Coke & A Smile” referred to the classic version of their sugary drink. Neuroselling principles allow businesses to understand how unconscious decision-making works and how emotions, feelings and thoughts affect your sales.

Consumer’s choices are based on emotions, not logic.

2. Neuro-selling Explores How The Brain Makes Decisions  -Neuroscientists has only been studying the brain and how it makes decisions for the past 20-30 years. By using fMRI’s and other brain-imaging, they can actually watch the different parts of the brain “light up” when different decisions are made.  

They discovered that people make 95% of their buying decisions based on feelings, thoughts and emotions, not by logically choices which reason reasoning. 

3. The Buying Decision is Complex With Many Layers – people understand that sales is a process with many layers. Consumers ask questions like: Is this a good price? Can I get a better deal elsewhere? Is this brand better than the next? Should I do more research?

When you focus on the customers emotions, instead of their logic, you have incredible results..

4. Customers Use Their Unconscious Mind To Make Decisions  -We only use 5% of our conscious mind and 95% of our unconscious mind. Therefore, our brains are pretty lazy. We try not to use our logic, conscious mind, if we don’t have to so we create shortcuts when making decisions. These short cuts are called cognitive biases. We have over 200 of these biases which help us focus on making decision that are emotionally focused, rather than reason-based

The anchoring bias is necessary when we are comparing one product to the next. The loss aversion bias helps us understand why fear of losing out on a great deal can cause us to make rapid decision (some of which give us buyers remorse.) 

The bandwagon bias show us how social proof, testimonials and reviews can help people decide. 

The conservatism bias helps us understand brand loyalty. When you understand the role that each of these biases plays in the sales process is the key to selling more..

Jodi & Jess - 
Founders of Neurolicity

Jodi Pliszka, Ph.D. has a Master’s Degree and Ph.D. focus in Neuroscience and worked as a clinician for over 20 years. After earning an elite spot as an award-winning inventor, in 2005, Jodi began to apply her knowledge of how the brain makes decisions to marketing her multi-million dollar Headline It! Product. With 15 years of experience as a marketer, Jodi found a niche in Neuromarketing & Neurosales, now helping companies grow their revenues through Neuropsychology-based sales and marketing.

Jodi and her daughter, Jess, help clients increase their sales by 5, 10 even 20 times. Jodi is a highly sought after speaker, sales & marketing consultant and resilience doctor, who is helping people understand the power of Neuroscience, Psychology and Resilience in the new world of business.

Jodi is the recipient of The Enterprising Women of The Year Award and has been featured on ABC’S American Inventor TV Show, Forbes, Entrepreneur, ABC, FOX, CBS, NBC News, Lifetime TV’s Health Corner and other media outlets globally. 

 "Best Guidance Ever.."

I learned that having the right system and right support provided me new opportunities to scale my business into the upper 6 figures. I'm confident that I will hit 7 figures, by next year, doing what I do best, helping businesses grow. I wasn't sure that I could learn any more, because I'm a business coach, too, but I learned to communicate clearly with my prospects and understand how to put all the success habits in place to keep living my life my design, not by default any more. Jodi & Jess are the real deal. If you're unsure, don't be!

 - Chuck M - Louisville, KY


Why Use Neuromarketing

The better the experience for the consumer equals 
more leads and higher sales conversions.

1. Bandwagon Bias- The ‘bandwagon bias,’ also known as the ‘contagion effect’ is a phenomenon or bias in which the rate at which the spread of behaviors, trends and ideas. When we “jump on the bandwagon” we are following a trend without actually making our own rational decision or evaluation of the behavior or idea itself. This is the success of the trend that leads to further success. Group-thinking and peer pressure are two factors that play into the bandwagon bias. 

Some examples of this are: Joining Facebook groups, listening to the same music and voting for the person they believe is most likely to win.
How to use this cognitive bias in the digital space:

• Giving consumers a certain number of choices to help them maneuver through your funnel.
• Short quizzes that determine the best service or product for each buyer.

2. Availability Cascade  -This is the premise that “when you hear something over and over again, it must be true.” As you collect more and more information and see its repetition, you have a self-reinforcing thought that it must be true.
News stations use this to implant news in people’s minds. They typically exaggerate the facts and plant unnecessary details in the viewers mind.

Tony Robbins is a great example of using this cognitive bias. As a leader in the personal development industry, Tony shares information that plays on the thoughts, emotions and feelings of his ideal client. He preaches how you can “Unleash Your Power” and creates this self-reinforcing cycle to position his company as reliable, despite the fact that he doesn’t have a Master’s degree or Ph.D. behind his name.  

How to use this cognitive bias in the digital space:
• Retargeting and remarketing campaigns.
• Repetition of key points on your website and sales funnels.

3. FOMO- Fear of Missing Out - In today’s digital world, people have the need and desire to always stay connected. FOMO is fear of mission out on a rewarding experience. 

Due to the multiple social media platforms, people are having overwhelm and irrational distress if they aren’t able to keep up-to-date on all the news and juicy gossip out there. When they disconnect, they perpetually think about reconnecting. 

An example is checking your news feed on Facebook, seeing if you have any messages on LinkedIn, several times a day.

How to use this cognitive bias in the digital space:
• Creating quantity and time scarcity
• Displaying low stock available
• Sharing buying behavior of other visitors (22 people just purchased this program)

4. Herd Mentality-  -People simply like to follow what other people are doing. Think of a herd of cows. When one cow starts walking towards the other side of the field, all the other cows follow. People are highly influenced by their emotions, feelings and thoughts, rather than by using their own logical independent analysis.

Black Friday is a prime example of this bias. When consumers see others purchasing “great deals,” they make the purchase themselves. (sometimes, even if they don’t need it.) Having large crowds around can turn a bad experience into a more pleasant shopping experience
How to use this cognitive bias in the digital space:
• Case studies and testimonials on your website, ads and funnels.
• Numbers matter – showing numbers of people who bought from you.
• Using reviews to amplify your brand, product and services.
• Using referral programs.

5. Anchoring Bias  -When people are trying to make a decision, they often use an anchor or focal point as a reference or starting point. Psychologists have found that people have a tendency to rely too heavily on the very first piece of information they learn, which can have a serious impact on the decision they end up making. In psychology, this type of cognitive bias is known as the anchoring bias or anchoring effect.
Businesses display original prices and then show the discounted prices to help boost sales. By offering the right number of products and showing the most expensive item first, this can change the mental anchors that are already embedded in your consumers mind.

How to use this cognitive bias in the digital space:
• User higher pricing with the purpose of discounting
• Have promotions and sales

6. Zeigarnik effect  - People have a tendency to remember interrupted or incomplete tasks better than completed ones. It’s the desire to finish the product that allows the person to remember what it is. Once they have finished the product, they tend to forget it, easier.

Facebook is a great example of this bias since they are always reminding users to complete their profiles. 

How to use this cognitive bias in the digital space:
• Using Remarketing emails to remind clients about their services or products.
• Using discount or promo codes that can be used at a later date.
• Building a loyalty program

7. Authority bias  -Celebrities are asked to be spokespeople, because people are influenced and persuaded to believe that the opinion of the superstar has greater accuracy. Celebrity-endorsed commercials and products are well received by consumers. However, with knowledge, time and practice, they bias can be overcome.

How to use this cognitive bias in the digital space:
• Use testimonials from public figures/experts or other customers.
• Let people know the number of satisfied customers
• Positive rankings from existing customers

8. Loss Aversion - Let’s get straight to the point: Losses are intimidating. They trigger negative, unpleasant emotions of fear, pain, and regret. No one will tell you that they actually like the feeling of losing! It seems that those who are risk takers weight the outcomes – as gains or loses – based on their reference point and how much they have at stake. 

(Save 50% If You Buy Now! Is more powerful than saying “Get 50% off..)

How to use this cognitive bias in the digital space:
• Use countdown timers showing that an offer will expire.
• Use persuasive verbiage to persuade a CTA (call to action)

9. Hyperbolic discounting bias -People prefer to have a quick payoff, rather than a later payoff.

Having layaway programs and “buy now - pay later” options like PayPal Credit, will increase the possibility of having someone join your program. People like to buy right away, especially when they can receive immediate access to your program. 

How to use this cognitive bias in the digital space:
• Give the option to pay over time.
• Give your clients immediate access to experience your services (program).
• Let your customers test drive your products before they commit to buy.

10. Reciprocity bias-   -is based on the “tit for tat” philosophy. When someone helps you, you want to help them back.

In the service industry this works great if you are willing to give your prospects valuable information, like I am going right now. We you care enough o give your customers a positive experience and creating a memorable brand, you will increase your know-like-trust factor, which leads to long-lasting relationships and repeat buyers. 

When you give your customers a free trial for 30 days, like NETFLIX does, it’s hard to cancel your subscription, especially when you are gaining a positive benefit from using the service.

How to use this cognitive bias in the digital space:
• Associate the order with a donation to a cause (like Tony Robbins does)
• Be authentic and act real on social media.

 "Best Guidance Ever.."

The knowledge and benefits I received from working with Jodi & Jess, were exactly what I needed to take my business to the next level. I would recommend working with Jodi because she is mindset and business expert and Jess is both brilliant in mindset and technology. She kept me on track and both of them are so creative with their branding and share all of their tips and tricks. They've exceeding my expectations and I am finally living the life that I have always dreamed of living. I know this sounds cliche' but I'm living proof it works. If your on the fence, I made back my investment 10x's or more!

 - Cheryl P - Dallas, TX

Jodi & Jess - founders of Neurolicity

Neuromarketing and Neuro Sales offer a plethora of techniques that can increase your sales by 10, 20, 50 times or more. By using Neuromarketing strategies that focus on the buyers decision making process will increase your power of persuasion. When you apply just one technique at a time, you miss out on the congruency and consistency of online client attraction and sales generation.

Neurolicity offers you Neuromarketing and Neuro Sales techniques with an integrated approach. As marketing and neuroscience experts, we understand the subtle and powerful impact Neuromarketing can have on your business. Don’t miss out on growing your business and outperforming your
competition with cutting-edge, competition-busting Neuromarketing Strategies. 

Hurry before your competition reads this! Don’t miss out on your opportunity to turbocharge your sales, without wasting money on outdated marketing strategies. (see, I used a FOMO technique to help you take action.)

Resilience Is A 
Super Power 
In A Changing World

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Neuromarketing - Neuro Resilience & Neuro Sales Consulting Firm 

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