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{intros:i,cust:k,year:k*v.s}},\n  wholesale:function(v){var t=v.r*(1-v.m\/100),u=t-v.c,m=u*v.u*v.n;return {trade:t,unit:u,month:m,year:m*12}},\n  website:function(v){var e=Math.max(0,v.v*(v.b-v.a)\/100),k=e*v.w\/100;return {enq:e,cust:k,year:k*v.s*12}},\n  chat:function(v){var h=v.q*v.m\/60*48;return {hours:h,year:h*v.r}},\n  quotes:function(v){var w=v.n*12*v.x\/10;return {wins:w,year:w*v.s,rate:Math.min(100,v.a+v.x*10)}},\n  proposals:function(v){var now=v.n*v.h*12,ai=v.n*12\/3;return {now:now,ai:ai,back:Math.max(0,now-ai)}},\n  crm:function(v){var l=v.n*12*v.l\/100,k=l*v.w\/100;return {lost:l,cust:k,year:k*v.s}},\n  assistant:function(v){var h=v.h*v.p\/100*48;return {hours:h,year:h*v.r}},\n  referrals:function(v){var a=v.c*(100-v.a)\/100,r=a*v.x\/10;return {ask:a,refs:r,year:r*v.s}},\n  costper:function(v){var t=v.b+v.h*v.r;return {total:t,per:t\/v.c,back:t>0?v.c*v.s\/t:null}}\n};\nvar STOCK=['wide range','one stop shop','high quality','quality','professional','bespoke','tailored','solutions','friendly','reliable','passionate','innovative','leading','experienced','experts?','trusted','dedicated','committed','affordable','value for money','customer service','your needs','all your','competitive prices','second to none','go the extra mile','services'];\nvar FLIPMSG=['Tap a card to start.','One down. Tap any others that fit.','Two of these is enough to cost you customers.'];\n\nfunction init(root){\n  function $(s,c){return (c||root).querySelector(s)}\n  function $$(s,c){return [].slice.call((c||root).querySelectorAll(s))}\n  function on(el,ev,fn){if(el)el.addEventListener(ev,fn)}\n  var COURSE=root.getAttribute('data-course')||'this course',state={wants:[],draft:'',result:''};\n\n  \/* waiting list links carry what the visitor did on the page *\/\n  function wait(){\n    var b='Please add me to the waiting list for '+COURSE+'.';\n    if(state.wants.length)b+='\\n\\nWhat I want from it:\\n'+state.wants.map(function(x){return ' * '+x}).join('\\n');\n    if(state.result)b+='\\n\\n'+state.result;\n    if(state.draft)b+='\\n\\nMy first draft:\\n'+state.draft;\n    var href='mailto:henny@pinkelephantmedia.com?subject='+encodeURIComponent('Waiting list: '+COURSE)+'&body='+encodeURIComponent(b);\n    $$('a.js-wait').forEach(function(a){a.href=href});\n    var y=$('.yours');if(!y)return;var bits=[];\n    if(state.wants.length)bits.push('You picked '+state.wants.length+' thing'+(state.wants.length>1?'s':'')+' you want from this course');\n    if(state.result||state.draft)bits.push((bits.length?'and ':'You\u2019ve ')+(bits.length?'you\u2019ve ':'')+'tried it for yourself');\n    if(bits.length){y.textContent=bits.join(' ')+'. We\u2019ll include that when you join the list.';y.classList.add('show')}else y.classList.remove('show');\n  }\n\n  \/* hero: before and after *\/\n  $$('.ba').forEach(function(ba){\n    function set(v){ba.classList.toggle('on',v);$$('button',ba).forEach(function(b){b.setAttribute('aria-pressed',String((b.getAttribute('data-ba')==='1')===v))})}\n    var auto=setInterval(function(){set(!ba.classList.contains('on'))},3600);\n    $$('button',ba).forEach(function(b){on(b,'click',function(){clearInterval(auto);set(b.getAttribute('data-ba')==='1')})});\n  });\n\n  \/* flip cards *\/\n  var flips=$$('.flip');\n  flips.forEach(function(f){on(f,'click',function(){\n    f.setAttribute('aria-pressed',String(f.getAttribute('aria-pressed')!=='true'));\n    var sel=flips.filter(function(x){return x.getAttribute('aria-pressed')==='true'}),n=sel.length;\n    state.wants=sel.map(function(x){return $('.r strong',x).textContent});\n    var t=$('.tally');if(t){$('.fn',t).textContent=n;$('.fbar',t).style.width=(n\/flips.length*100)+'%';$('.fmsg',t).textContent=n<3?FLIPMSG[n]:(n===flips.length?'All '+n+'. This is the course to do next.':n+' of '+flips.length+'. 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go(i){cur=i;steps.forEach(function(s,j){s.setAttribute('aria-selected',String(j===i));if(j===i)s.classList.add('seen')});panes.forEach(function(p,j){p.hidden=j!==i});dots.forEach(function(d,j){d.classList.toggle('on',j<=i)});\n      if(prev)prev.disabled=i===0;if(next)next.textContent=i===steps.length-1?'Save my place \u203a':'Next \u203a'}\n    steps.forEach(function(s,i){on(s,'click',function(){go(i)})});\n    on(prev,'click',function(){if(cur>0)go(cur-1)});\n    on(next,'click',function(){if(cur<steps.length-1)go(cur+1);else{var j=$('.join');if(j)j.scrollIntoView({behavior:'smooth'})}});\n    go(0);\n  });\n}\nfunction boot(){[].slice.call(document.querySelectorAll('.ck')).forEach(function(r){if(!r.__ck){r.__ck=1;init(r)}})}\nif(document.readyState==='loading')document.addEventListener('DOMContentLoaded',boot);else boot();\n})();\n<\/script>\n[et_pb_section fb_built=\"1\" admin_label=\"Why People Buy\" module_class=\"clp\" _builder_version=\"4.27.8\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.27.8\" width=\"100%\" max_width=\"100%\" custom_padding=\"0px||0px||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\" _builder_version=\"4.27.8\" global_colors_info=\"{}\"][et_pb_code admin_label=\"Why People Buy landing page\" _builder_version=\"4.27.8\" global_colors_info=\"{}\"]<div class=\"ck\" data-course=\"Why People Buy, and Why They Don\u2019t\" style=\"--c:#FF8DBE\"><section class=\"hero\"><div class=\"w\"><div class=\"hg\"><div><span class=\"k\">Step 1 \u00b7 Know exactly who you want<\/span><pee class=\"hand\" style=\"margin-top:14px\">Map the journey from stranger to customer<\/pee><h1 class=\"lg\">Find the step where <span>you lose them.<\/span><\/h1><pee class=\"sub\">Find out, from real customer evidence, what starts your customers looking, where they stall and why, and the one change that will move the most of them forward. You finish with a journey map for each type of customer, saved in your AI Marketing Brain.<\/pee><div class=\"acts\"><a class=\"btn\" href=\"#join\">Join the Academy to get it<\/a><a class=\"btn ghost\" href=\"#try\">Check your journey<\/a><\/div><div class=\"chips\"><span>Live now<\/span><span class=\"g\">Included in membership<\/span><\/div><\/div><div class=\"ba\"><div class=\"sw\" role=\"group\" aria-label=\"See before and after the course\"><button type=\"button\" aria-pressed=\"true\" data-ba=\"0\">Before the course<\/button><button type=\"button\" aria-pressed=\"false\" data-ba=\"1\">After the course<\/button><\/div><div class=\"say\"><div class=\"b4\"><pee class=\"t\">\u201cPeople find us, have a look, and then we never hear from them again.\u201d<\/pee><span class=\"tag\">Guessing<\/span><\/div><div class=\"af\"><pee class=\"t\">\u201cThey took the quiz, then stopped, because they thought we\u2019d hard sell. <em>One line fixed it.<\/em>\u201d<\/pee><span class=\"tag\">Knowing<\/span><\/div><\/div><pee class=\"cap\">Same business. Tap to see what changes.<\/pee><\/div><\/div><div class=\"outs\"><div class=\"out\"><b>1<\/b><span><small>Short talk<\/small>About 20 minutes, in seven parts<\/span><\/div><div class=\"out\"><b>1<\/b><span><small>You\u2019ll leave with<\/small>A journey map for each type of customer<\/span><\/div><div class=\"out\"><b>1<\/b><span><small>Change worth making<\/small>Chosen by what it costs you, with a number to check it worked<\/span><\/div><\/div><\/div><\/section><section class=\"sec alt\"><div class=\"w\"><pee class=\"hand\">Sound familiar?<\/pee><h2 class=\"lg h2\">Tap the ones that <span>sound like you<\/span><\/h2><pee class=\"lead2\">Each card flips to show what it looks like after the course.<\/pee><div class=\"flips\"><button type=\"button\" class=\"flip\" aria-pressed=\"false\"><i><span class=\"f\"><small>Today<\/small><strong>People look at your website, then vanish<\/strong><u>That\u2019s me<\/u><\/span><span class=\"r\"><small>After the course<\/small><strong>You know which step loses them, and why<\/strong><u>That\u2019s what I want<\/u><\/span><\/i><\/button><button type=\"button\" class=\"flip\" aria-pressed=\"false\"><i><span class=\"f\"><small>Today<\/small><strong>You don\u2019t know what makes someone start looking<\/strong><u>That\u2019s me<\/u><\/span><span class=\"r\"><small>After the course<\/small><strong>You know the triggers, in your customers\u2019 own words<\/strong><u>That\u2019s what I want<\/u><\/span><\/i><\/button><button type=\"button\" class=\"flip\" aria-pressed=\"false\"><i><span class=\"f\"><small>Today<\/small><strong>Every page ends with \u201ccontact us\u201d<\/strong><u>That\u2019s me<\/u><\/span><span class=\"r\"><small>After the course<\/small><strong>Every step has one easy next move<\/strong><u>That\u2019s what I want<\/u><\/span><\/i><\/button><button type=\"button\" class=\"flip\" aria-pressed=\"false\"><i><span class=\"f\"><small>Today<\/small><strong>Quotes go quiet and you don\u2019t know why<\/strong><u>That\u2019s me<\/u><\/span><span class=\"r\"><small>After the course<\/small><strong>You know the step they stall at, and the worry behind it<\/strong><u>That\u2019s what I want<\/u><\/span><\/i><\/button><button type=\"button\" class=\"flip\" aria-pressed=\"false\"><i><span class=\"f\"><small>Today<\/small><strong>Happy customers rarely recommend you<\/strong><u>That\u2019s me<\/u><\/span><span class=\"r\"><small>After the course<\/small><strong>You\u2019ve planned the surprise that gets you talked about<\/strong><u>That\u2019s what I want<\/u><\/span><\/i><\/button><\/div><div class=\"tally\" aria-live=\"polite\"><div class=\"n\"><span class=\"fn\">0<\/span><small> of 5<\/small><\/div><div><div class=\"bar\"><span class=\"fbar\"><\/span><\/div><pee class=\"fmsg\">Tap a card to start.<\/pee><\/div><\/div><\/div><\/section><section class=\"sec\" id=\"try\" style=\"scroll-margin-top:20px\"><div class=\"w\"><pee class=\"hand\">Try it now \u00b7 takes a minute<\/pee><h2 class=\"lg h2\">How joined up is <span>your customer journey?<\/span><\/h2><pee class=\"lead2\">Answer honestly. You\u2019ll get a score and the first thing to fix.<\/pee><div class=\"tool\"><div class=\"pane one score\" data-name=\"Journey check\"><div class=\"qs\"><div class=\"q\" data-fix=\"Ask your last five customers what was happening the week they first got in touch.\"><pee>I know what was going on when my last five customers got in touch<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><div class=\"q\" data-fix=\"Add one small first step to your website: a quiz, a guide or a price list.\"><pee>My website offers a small first step, not only \u201ccontact us\u201d<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><div class=\"q\" data-fix=\"Count how many people reach each step, and find where most of them stop.\"><pee>I know which step of my customer journey loses the most people<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><div class=\"q\" data-fix=\"Start one regular email, so people remember you on the day they are ready.\"><pee>I keep in touch with people who aren\u2019t ready yet<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><div class=\"q\" data-fix=\"Ask recent customers what nearly stopped them going ahead.\"><pee>I know the main worry that stops people buying from me<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><div class=\"q\" data-fix=\"Go through what you believe about your customers and mark what a customer actually told you.\"><pee>I can tell what my customers have told me from what I\u2019m guessing<\/pee><div class=\"yn\"><button type=\"button\" class=\"y\" aria-pressed=\"false\">Yes<\/button><button type=\"button\" class=\"n\" aria-pressed=\"false\">Not yet<\/button><\/div><\/div><\/div><div class=\"res\" aria-live=\"polite\"><pee class=\"l\">Your score<\/pee><div class=\"n\"><span class=\"sn\">0<\/span><small> of 6<\/small><\/div><div class=\"bar\"><span class=\"sbar\"><\/span><\/div><pee class=\"verdict\" data-v0=\"Your journey has gaps\" data-v1=\"Some steps are working\" data-v2=\"Your journey is joined up\">Answer each one to see your score<\/pee><div class=\"fix\" hidden><small>Fix this first<\/small><span><\/span><\/div><pee class=\"note\">The course shows you how to map every step, find the one costing you most, and fix that first.<\/pee><div class=\"acts\"><a class=\"btn ghost\" href=\"#join\">Join the Academy to get it<\/a><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"sec alt\"><div class=\"w\"><pee class=\"hand\">Step by step<\/pee><h2 class=\"lg h2\">What you\u2019ll do, <span>and what you\u2019ll have<\/span><\/h2><pee class=\"lead2\">One talk in seven parts. As you go, you fill in your journey map.<\/pee><div class=\"path\"><div class=\"psteps\" role=\"tablist\" aria-orientation=\"vertical\"><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"true\"><b>1<\/b>Start with what you know<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>2<\/b>What starts them looking<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>3<\/b>Evidence, not guesses<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>4<\/b>What they think at each step<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>5<\/b>Where they stall, and why<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>6<\/b>After they buy<\/button><button type=\"button\" class=\"pstep\" role=\"tab\" aria-selected=\"false\"><b>7<\/b>Fix the step that costs most<\/button><\/div><div class=\"ppanel\" aria-live=\"polite\"><div class=\"pp\"><pee class=\"num\">STEP 1 OF 7<\/pee><h3>Start with what you know<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Bring what you made in the earlier courses, and see what your customers are really buying.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>The result each customer is really buying, in their words, and what else they could use instead of you.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 2 OF 7<\/pee><h3>What starts them looking<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Find what pushes people to change, what holds them back, and the moments that send them looking.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>Three things that start each type of customer looking.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 3 OF 7<\/pee><h3>Evidence, not guesses<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Pull together the evidence you already have, and ask the two questions you haven\u2019t asked yet.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>Every box on your map marked heard or guessed.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 4 OF 7<\/pee><h3>What they think at each step<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Work out the question in their head at each step, and give every step one easy next step.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>What they\u2019re thinking at each step, and where your next steps are missing.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 5 OF 7<\/pee><h3>Where they stall, and why<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Put each objection on the step where it bites, and find which reason to say yes is missing there.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>What stops them at every step, and what will move them on.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 6 OF 7<\/pee><h3>After they buy<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Plan the best moment, the ending and one small surprise.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>A reason for customers to come back, and to recommend you.<\/pee><\/div><\/div><div class=\"pp\" hidden><pee class=\"num\">STEP 7 OF 7<\/pee><h3>Fix the step that costs most<\/h3><div class=\"box\"><small>You\u2019ll do<\/small><pee>Find the step losing you the most people, make one change and check it worked.<\/pee><\/div><div class=\"box have\"><small>You\u2019ll have<\/small><pee>A finished map, one change made, and the number that shows it worked.<\/pee><\/div><\/div><div class=\"pnav\"><button type=\"button\" class=\"pprev\" disabled>\u2039 Back<\/button><div class=\"dots\"><span class=\"on\"><\/span><span><\/span><span><\/span><span><\/span><span><\/span><span><\/span><span><\/span><\/div><button type=\"button\" class=\"pnext\">Next \u203a<\/button><\/div><\/div><\/div><\/div><\/section><section class=\"sec\"><div class=\"w\"><pee class=\"hand\">Why this step, and why now<\/pee><h2 class=\"lg h2\">Where this sits <span>on your journey<\/span><\/h2><div class=\"jrny\" style=\"--n:8\"><a class=\"done\" href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>\u2605<\/b>Understand how marketing works<\/a><div class=\"here\"><b>1<\/b>Know exactly who you want. You are here<\/div><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>2<\/b>Create something they actually want<\/a><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>3<\/b>Set up your foundations<\/a><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>4<\/b>Give people a reason to notice you<\/a><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>5<\/b>Get the right people coming to you<\/a><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>6<\/b>Turn interest into paying customers<\/a><a href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/#journey\"><b>7<\/b>Keep customers coming back<\/a><\/div><div class=\"why\"><div><small>Do this first<\/small><pee><a href=\"https:\/\/pinkelephantmedia.com\/academy\/course-landing\/find-the-customers-you-actually-want\/\">Find the Customers You Actually Want<\/a> and <a href=\"https:\/\/pinkelephantmedia.com\/academy\/course-landing\/your-ai-marketing-brain\/\">Your AI Marketing Brain<\/a>. This course uses your customer profile, Voice Bank and Objection Sheet.<\/pee><\/div><div><small>Why it matters<\/small><pee>You can have a good website, good posts and a good offer, and still lose people between them. This shows you where, so every course after this one fixes the right thing.<\/pee><\/div><div><small>Do this next<\/small><pee><a href=\"https:\/\/pinkelephantmedia.com\/academy\/course-landing\/put-ai-in-charge-of-finding-sales-opportunities\/\">Put AI in Charge of Finding Sales Opportunities<\/a>. Use your map to find more customers like your best ones.<\/pee><\/div><\/div><\/div><\/section><section class=\"sec alt join\" id=\"join\"><div class=\"w\"><div class=\"mem\"><div><pee class=\"hand\">Live now<\/pee><h2 class=\"lg h2\">Get it <span>with your membership<\/span><\/h2><pee class=\"lead\">Join the Academy and you can start this course today, along with every other course.<\/pee><pee class=\"yours\"><\/pee><pee class=\"wc\"><b>Pink Elephant website clients:<\/b> you\u2019ll get it free too.<\/pee><\/div><div class=\"plans\"><div class=\"plan a\"><span class=\"bv\">Best value<\/span><span class=\"pk\">12 month plan<\/span><div class=\"pr\"><b>\u00a345<\/b><span>a month<\/span><\/div><pee>Every course for a year. 12 month minimum, then cancel any time.<\/pee><a class=\"btn\" href=\"https:\/\/pinkelephantmedia.com\/academy\/checkout-2\/?add-to-cart=282205\">Join for \u00a345 a month<\/a><\/div><div class=\"plan b\"><span class=\"pk\">Month by month<\/span><div class=\"pr\"><b>\u00a375<\/b><span>a month<\/span><\/div><pee>Every course, no commitment. Cancel any time.<\/pee><a class=\"btn\" href=\"https:\/\/pinkelephantmedia.com\/academy\/checkout-2\/?add-to-cart=282206\">Join for \u00a375 a month<\/a><\/div><\/div><\/div><\/div><\/section><section class=\"sec\" style=\"padding-bottom:0\"><div class=\"w\"><div class=\"lf\"><span class=\"ic\">?<\/span><div><b>Not sure this is the right course for you?<\/b><pee>Take the free Marketing Leak Finder and see exactly where you\u2019re losing customers, and which courses fix it.<\/pee><\/div><a class=\"btn\" href=\"https:\/\/pinkelephantmedia.com\/academy\/marketing-leak-finder\/\">Find my leaks<\/a><\/div><\/div><\/section><section class=\"sec\"><div class=\"w about\"><img decoding=\"async\" data-src=\"https:\/\/pinkelephantmedia.com\/academy\/wp-content\/uploads\/2026\/10\/henny-maltby.jpg\" alt=\"Henny Maltby\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 614px; --smush-placeholder-aspect-ratio: 614\/768;\"><div><pee class=\"hand\">Hello, I\u2019m Henny<\/pee><h2 class=\"lg h2\" style=\"font-size:clamp(40px,4.4vw,62px)!important\">25 years of <span>marketing that works<\/span><\/h2><pee>I built my own product business and got it stocked by JD Williams, Freemans and over 100 independent shops. I\u2019m a Growth Hub Premier Partner and I run Pink Elephant Media and HM Consultancy. Every Academy course is the same thinking I use with my 1:1 clients, built around your business.<\/pee><pee class=\"st\">\u2605\u2605\u2605\u2605\u2605 <span style=\"color:#BFB2C8;letter-spacing:0;font-weight:400\">60+ five star reviews on Google<\/span><\/pee><\/div><\/div><\/section><section class=\"sec alt\"><div class=\"w\"><div style=\"text-align:center\"><pee class=\"hand\">Questions<\/pee><h2 class=\"lg h2\">People ask<\/h2><\/div><div class=\"faq\"><details><summary>Is it ready now?<\/summary><pee>Yes. It\u2019s live for Academy members today.<\/pee><\/details><details><summary>Do I need to do anything first?<\/summary><pee>Yes. Do How Marketing Really Works, Find the Customers You Actually Want and Your AI Marketing Brain first. This course uses what you made in them, so you won\u2019t start from scratch.<\/pee><\/details><details><summary>Do members pay extra?<\/summary><pee>No. It\u2019s included in your membership, like every other course.<\/pee><\/details><details><summary>How long does it take?<\/summary><pee>The talk is about 20 minutes, in seven parts. Your journey map sits right under the video, so you can fill it in as you watch or straight after.<\/pee><\/details><\/div><\/div><\/section><section class=\"sec final\"><div class=\"w\"><pee class=\"hand\" style=\"color:#fff\">Ready when you are<\/pee><h2 class=\"lg h2\">Find the step where <span>you lose them.<\/span><\/h2><pee>Leave with a journey map for each type of customer, and the one change worth making first.<\/pee><div class=\"acts\"><a class=\"btn white\" href=\"#join\">Join the Academy to get it<\/a><a class=\"btn ghost\" href=\"https:\/\/pinkelephantmedia.com\/academy\/our-courses\/\">See all courses<\/a><\/div><\/div><\/section><\/div><script>(function(){function run(){if(!document.getElementById(\"cl-in\")){return}var L=\"https:\/\/pinkelephantmedia.com\/academy\/lessons\/why-people-buy-watch\/\";var c=document.querySelector(\".clp\");if(!c){return}c.querySelectorAll(\"a\").forEach(function(a){var h=a.getAttribute(\"href\")||\"\";if(h===\"#join\"||h.indexOf(\"add-to-cart\")!==-1){a.setAttribute(\"href\",L);a.textContent=\"Take this course\"}});var p=c.querySelector(\".plans\");if(p){p.style.display=\"none\"}var k=c.querySelector(\".mem .hand\");if(k){k.textContent=\"You\u2019re a member\"}var t=c.querySelector(\".mem h2\");if(t){t.textContent=\"This course is yours\"}var l=c.querySelector(\".mem .lead\");if(l){l.textContent=\"It\u2019s included in your membership, so you can start straight away.\";var b=document.createElement(\"div\");b.className=\"acts\";b.style.marginTop=\"22px\";var a2=document.createElement(\"a\");a2.className=\"btn white\";a2.setAttribute(\"href\",L);a2.textContent=\"Take this course\";b.appendChild(a2);l.parentNode.insertBefore(b,l.nextSibling)}}if(document.readyState!==\"loading\"){run()}else{document.addEventListener(\"DOMContentLoaded\",run)}})();<\/script><script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@graph\": [{\"@type\": \"Course\", \"@id\": \"https:\/\/pinkelephantmedia.com\/academy\/course-landing\/why-people-buy\/#course\", \"url\": \"https:\/\/pinkelephantmedia.com\/academy\/course-landing\/why-people-buy\/\", \"name\": \"Why People Buy, and Why They Don\u2019t\", \"description\": \"A short course for small business owners on the psychology of buying. 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