Unsyllabus
Behavioral Marketing track

Why Buyers Don't Buy

Find out why a page isn't converting, and leave with three ranked fixes you can test.

8 lessons, about 80 minutes Self-paced, watch on any screen Certificate included when you finish the assignment
Trailer 1920x1080, 60 seconds. Jeff on camera, then a page marked up with the scorecard.
$25Enrollment opens soon. 14-day refund window.
Get notified at launch

You finish with an audit, not a reading list.

One real page, scored lever by lever, with three fixes ranked by how much they should move and how easy they are to try.

why they didn't buy

Plate 1600x1200. A printed landing page with pencil circles, scores in the margin and three numbered fixes.

Eight lessons, about 80 minutes.

  1. Buyers don't think like your funnel

    6 min

    Why rational funnels fail, and the real page you will audit by the end.

    Download: course workbook

  2. Fast brain, slow brain

    10 min

    How snap judgments decide a page in seconds. The first-five-seconds test, after Kahneman.

    Download: five-second check

  3. Are they even seeing it?

    10 min

    Salience, distinctiveness and being remembered when it counts, after Byron Sharp.

    Download: attention scan

  4. Motivation, ability, prompt

    12 min

    BJ Fogg's behavior model as a diagnostic: which of the three is missing.

    Download: B=MAP diagnostic

  5. Friction, the silent killer

    12 min

    Effort, too many choices, form drag and unclear next steps.

    Download: friction finder

  6. Trust and proof

    10 min

    Social proof, authority and specificity, framed honestly so it does not backfire.

    Download: proof inventory

  7. Say it at their awareness level

    10 min

    Eugene Schwartz's awareness levels matched to headline and copy.

    Download: awareness map

  8. Your one-page audit

    10 min

    Run the full scorecard, rank three fixes, set up a simple test.

    Download: one-page audit scorecard

Ends with a 10-question quiz and one assignment: audit a real page with the scorecard and hand in three ranked fixes, each with a test idea. Frameworks are credited to their authors; the method is Jeff's own applied version.

Start here, then keep going.

You are hereWhy Buyers Don't Buy$25
Pairs withAI Video Fundamentals for Marketers$25

Questions

Do I need a marketing background?

No. If you have a page that should be selling and isn't, you have everything you need. Every lesson ends with one check you run on your own page.

Is this psychology theory?

No. Each lesson names the research it draws on, then shows how to use it on a real page. You leave with a scored audit, not notes.

What if it isn't for me?

Full refund within 14 days, as long as you have not submitted the final assignment or received your certificate. See the refund policy.

Get notified at launch