This section of the book is dedicated to the undue confidence in what the mind believes it knows. It suggests that people often overestimate how much they understand about the world and underestimate the role of chance in particular. This is related to the excessive certainty of hindsight, when an event appears to be understood after it has occurred or developed. Kahneman's views on overconfidence are influenced by Nassim Nicholas Taleb.[10]
Thanks for the article Derek. I keep receiving the emails in my inbox and keep telling myself to go back and read them when I get the time, and I’m glad I finally just made the time to go back. I like your advice about approaching the problem first, otherwise you might be targeting the wrong people and missing out on those who really do want your help.
Maybe you’re more successful than I am, but I thought I’d defined a pain point, but I couldn’t sell a solution. Turned out that while it was a pain point, I had a hard time convincing them that it would make their lives easier. That’s what made me ask. YOU know that a certain website could be optimized better, but how do you plan to find someone with the problem and then convince them that the problem even exists in the first place? Someone else in here said it this way: they don’t know what they don’t know.
I haven’t really moved toward any monetization as of yet, I’ve been more focused on building a community/list, but I see potential for a membership group, maybe an e-course or two down the road for more mechanical stuff (how to build a website, etc.) and I’d love to have a couple ebooks focusing on the areas of personal finance or personal development. I could start with simple amazon affiliate links to some of the books that have already helped me out a ton as well.
Great salespeople always try to increase the sales total once the customer has selected their main item or product. Think sheets for a bed, purse for a dress, belt for jeans, compost for a tree. Adding-on isn’t anything for a salesperson to feel guilty about. As a salesperson, that’s their job—as long as they’re honest – there’s that word again – and sell items that provide value.
Navigation and user experience are among the most crucial elements of a well-designed, highly optimized mobile experience. The harder it is for visitors to find – and buy – what they want, the more likely they are to abandon your site altogether and take their business elsewhere. Pages should load near-instantaneously, and navigation should be logical. Don’t ask for too much information, only the bare minimum you need to either make the sale or market to prospects later. Allow visitors to come back to their carts later, even on another device. Don’t expect mobile visitors to convert in a single session, because they probably (almost definitely) won’t – but they might convert later, if you make it easy for them to do so.
For example, when a customer finds you organically through a Google search for example, that means you have some element of authority. When you have authority, prospects are more likely to enter into your funnel because they know that if they found you relevantly, that whatever it is that you're providing must be of a great value. That's just the nature of SEO and organic search. 
The final stage of the sales funnel is the action that you're intending them to perform. In most cases this is the purchase. Again, how well you move them through the various stages is going to set you up with a specific conversion for this action. For example, if 100 people click on your offer and 10 people enter your sales funnel but only purchase people purchase, then you have a 2 percent conversion. 

Take a look at your landing page copy, sales collateral, and other marketing materials. Is the value proposition immediately obvious? If not, it’s time to go back to the drawing board. Everything your prospects see should tie back to your value proposition in one way or another. The greater the perceived value you can create surrounding your products or services, the more sales you’ll make.
To explain overconfidence, Kahneman introduces the concept he labels What You See Is All There Is (WYSIATI). This theory states that when the mind makes decisions, it deals primarily with Known Knowns, phenomena it has already observed. It rarely considers Known Unknowns, phenomena that it knows to be relevant but about which it has no information. Finally it appears oblivious to the possibility of Unknown Unknowns, unknown phenomena of unknown relevance.
First, though, you want to map out all the potential interactions users can have with your brand and assign them to the most relevant stage of our marketing funnel. For example, a first-time visitor on your site will fit into the “awareness” category while someone who has repeatedly visited the same product page probably fits in the “consideration” stage.
QUOTE: “I don’t think we’d be able to do that from the beginning. That’s a good point though. Maybe we should clarify that somewhere…. But for the most part in the same way that we use speed for desktop I don’t see us doing that in the beginning. That’s something we would like to do in the long run but not in the beginning.” John Mueller, Google Dec 2017
Even if you spend thousands of dollars to drive qualified traffic to your website, it's unlikely that these visitors will be ready to buy your product or service right away. Rather than looking for the one marketing technique that will get you customers, instead think about how your marketing and sales efforts can work together to put your prospects on the right path. A sales funnel can accomplish just that.
Indeed, speed optimization isn’t (just) about shrinking page size. Reducing the number of client-server requests in delivering website content to Web browsers is an integral part of website speed optimization. Webmasters can achieve this by not making too many folks with CSS, HTML and JavaScript requests. Although the number of requests isn’t as important as they used to be thanks to improvements with HTTP/2. That is to say, optimize, minify and squish all unnecessary and compressible code lines.

If you want to make more sales through social media, you need to utilize the power of social media influencers. Get them to strategically feature your product in their photos or videos, or have them tell a unique and engaging story about your brand. You can also work with influencers who will give honest reviews about your product, and/or provide tutorials and how-to content regarding your product.
The bottle suit is a wetsuit for your bottle, also called a “beer bottle cooler” or “beverage holder.” Canned beverages require a neoprene can cooler or the convenient pocket coolie. Our can coolers and beverage holders are constructed with neoprene and nylon – compared to the old style foam can coolers. To keep the sun out of your eyes and cut the glare, try our feather light eyeglass visor. The dyed and washed caps and hats are proven retail superstars, and we offer them at the cheapest discount prices available.
69% of industrial company marketers report at best they are neither satisfied and at worst, extremely dissatisfied with online marketing efforts according to the 2014 Trends in Industrial Marketing (learned that from you :). The trouble is many manufacturers don’t know how to use online tools to achieve company goals such as customer engagement, retention, lead generation, etc.
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As an equipment owner, maintenance manager or mechanic, disposable filters and funnels are your best first line of defense against dirt and contamination entering your equipment. If you use a reusable plastic, metal or gooseneck funnel, all of your attention to cleanliness is wasted. Wipe your reusable funnel with a clean shop towel and you’ll see. Using clean lubricant for post assembly fills, top offs or service oil changes, poured through a Fast Funnel or Fast Filter, is essential.


"It is now time to make the prospect understand why your offering will alleviate or remove their pain. If you are selling gym memberships, in reality, you are selling pain relief. If you find the true pain, the transaction is a given," said AC Cox, assistant professor of marketing at Salt Lake Community College. "Use third party stories to solidify for the prospect that they are making the proper decision. Give examples of prospects with similar pains and how their pain was taken away because they purchased a membership to the facility. If the pain is deep enough, price is not an issue, and buyer’s remorse is eliminated."
Let the Network Carry the Load – If your site is extremely popular but you’re still having trouble getting your page load down to size, consider a Content Delivery Network (CDN) like Amazon Cloudfront. Content Delivery Networks work by serving pages depending on where the user is located. Faster access to a server near their geographical area means they get the site to load sooner.
By creating AMP, Google blithely walked right into the center of a thicket comprised of developers concerned about the future of the web. Publishers are worried about ceding too much control of their distribution to gigantic tech companies, and all of the above are worried that Google is not so much a steward of the web but rather its nefarious puppet master.
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