People are predictably irrational.

People tend to have long periods when they buy very little punctuated by episodes of buying frenzy.

I’m nuts when it comes to books. I’ll buy ten nonfiction books at a time knowing that I’ll never read half of them. Then, a period will pass where I’ll not buy another book.

I recently bought a dozen books on Amazon.com for over $150 knowing full well that I’ve got five recently purchased, unread books sitting on my floor. I have at least another hundred unread, new books that I’ll most likely never read.

I’m nuts but I’m not alone.

It gets worse.

Despite my having taken three businesses from scratch to multi-million dollar operations, I’ve only taken one course in business in my life. That is, until this year.

This year I decided to create the MVP Millionaire Mastery program to teach others how to build a million dollar tat business.

I decided to buy information on how to build and operate a small business to augment what I know from experience. I also wanted to see what others were teaching and how they taught it.

I decided that I wanted the best information, courses and seminars offered by the elite business gurus, consultants and coaches on the subject.

I started out buying a program for $67, then another for $97, then $497, $1,497, $1,997, and on and on and on. I now own over $100,000 worth of the best training material available on the subject. I’ll never be able to get through it all.

I’m nuts but I’m not alone.

I’ll probably never buy another such course. If you tried to sell me one now, I’ve no interest whatsoever. This buying frenzy is over.

There is a lesson here.

People buy what they want not what they need.

You need to lose weight, to exercise and to save money. What you want is to eat ice cream, veg-out and spend money. Guess what most of us do…

You got it! We do what we want not what we need to.

So, what’s the point?

The point is when you’re putting a tat on a customer, that customer is maybe ten times more likely to buy an additional tat, Swarovski accent or book a private event than someone just else just passing by. If you’re not telling your customers about these buys, you’re doing them and yourself a huge disservice.

Let’s look at the case of the porcupine. In nature, the porcupine is normally unapproachable - even by another stunningly attractive porcupine of the opposite sex. There is, however, an exception to this rule. When that porcupine is in heat… Well, that’s DIFFERENT.

Buyers are like porcupines in heat.

Go for it!

Kirk