How Buyers Use Mental Shortcuts—and How to Work With Them

We all use mental shortcuts, or heuristics, to make quick decisions.

Buyers are no different.

They look for cues: authority, popularity, simplicity, certainty.

They want to trust fast and decide faster.

Use these cues. Show testimonials. Offer clear next steps. Remove friction.

If you make buying feel like the path of least resistance, you’re tapping into how the brain wants to work.

Help buyers choose confidently—not because they overanalysed, but because you made the right choice easy to see.