INSIGHTS

Psychology, strategy, and measurement for B2B demand generation.

Dark stone staircase rising toward a lit doorway with one glowing gap, illustrating how B2B buyers convince themselves by completing the final step of an argument

The Self-Persuasion Principle: Why B2B Buyers Only Believe the Arguments They Make Themselves

Buyers discount every argument you make, then defend the ones they build themselves. The psychology of self-persuasion, and why the most persuasive content is the argument a buyer finishes in their own head.

Buyer Psychology

M. Tito Tbaily

10 min read