The Psychology Playbook
100 reasons customers say yes.
And how to use every one.
Proven psychological tactics that move customers from "just looking" to "take my money". Each one comes with the research, a real business example, and a 5-minute action you can run today.
On your own street
Two businesses sell the same thing. One charges double, and people pay it.
You see it every day. The difference is rarely the product. It's how the price, the offer and the moment are framed.
$3same coffee
$7same coffee
Price-quality cueRibbed kraft, a wooden lid, a sleeve. The material sets the price before the first sip.
ReciprocityTwo mints, given before the bill. The tipping study behind this one is play 01.
Endowed progressTen stamps, two already inked. People finish what looks started.
- 01Price-quality cueRibbed kraft, a wooden lid, a sleeve. The material sets the price before the first sip.
- 02ReciprocityTwo mints, given before the bill.
- 03Endowed progressTen stamps, two already inked. People finish what looks started.
- 04Sensory framingLinen, marble, warm light and room to breathe.
The same trick, three more frames
- A phone with fewer specs2× the price
- A room, fully booked$1,500 a night
- Fries that cost 50c to make$5
Most buying decisions are made below conscious awareness. By some estimates, around 95% of them.
Gerald Zaltman's estimate, Harvard Business School
What you get
The Psychology Playbook
100 tactics smart businesses use to make customers spend more. Written to be used, not just read.
- 01The psychologyWhy the tactic works, in plain language, with the study named.
- 02A real exampleAn actual business, with the before-and-after numbers.
- 03A quick winOne 5-minute action you can run this week.
Inside the playbook
10 sections. 100 tactics. Zero filler.
- IInfluence PrinciplesPlays 01-10The forces that drive a yes.
- IIPricing PsychologyPlays 11-20Anchoring, charm pricing, premium positioning.
- IIIBehavioral EconomicsPlays 21-30Loss aversion, mental accounting, the endowment effect.
- IVCognitive BiasesPlays 31-40The mental shortcuts that shape perception.
- VSocial DynamicsPlays 41-50Social proof, authority, and crowd behavior.
- VISensory & EnvironmentPlays 51-60How surroundings change what people spend.
- VIIChoice ArchitecturePlays 61-70Nudges and defaults that guide the decision.
- VIIITrust & CredibilityPlays 71-80The signals that justify a premium price.
- IXCustomer ExperiencePlays 81-90Triggers at every stage, from first look to repeat.
- XAdvanced PersuasionPlays 91-100Storytelling, objection handling, and the close.
See one in full
This is what every tactic looks like
Psychology, a real case study, and a quick win. Here's tactic #1, both pages, nothing removed.
99 more tactics, each at this depth.
Psychology · Case study · Quick win
54 industry-specific playbooks (a $69 value)
The core playbook teaches the 100 tactics. These show you exactly how to use them in your business. 1,000+ ready-to-run plays in total.
54industries×20plays each=1,080ready-to-run plays
- Restaurants
- Retail
- SaaS
- E-commerce
- Consulting
- Agencies
- Fitness
- Healthcare
- Real Estate
- Hospitality
- Salons & Spas
- Education
- Finance
- Beauty
- Automotive
- Contractors
- Marketing
- Professional Services
- B2B
- Photography
- Events
- Pet Services
and 32 more
- All 54 industry playbooks
$69Included
No upsells, no extra cost. It is in the bundle.
You don't have to read all 1,080 plays
Open your industry playbook (about 20 minutes), pick one play, and run it this week. Most owners make back the $37 on their first one. Start with one, not one hundred.
Who wrote it
15 years of closing, written down
Adam Burge
Founder, Corporate Surprises · 260K+ followers
I spent 15+ years in sales, working with Fortune 500 companies across 20+ countries. I was a top salesperson for 10 years running and personally closed over $200M.
I started Corporate Surprises to take the psychology that helped me and my clients win and hand it to everyday business owners.
This playbook isn't AI-generated filler. Every one of the 100 tactics is one I hand-picked, tested in the real world, and cited to the original research, built and refined over years of study. You're buying the curation and the proof, not a wall of text.
In their words
What nine owners changed
From school uniforms to SaaS to wellness retreats. Here's what happened when they applied the tactics.
"We sell school uniforms, so I never thought psychology applied to us. I reworked our premium ranges with the anchoring tactic and added a subtle in-store scent. Our upsell rate jumped almost immediately. Two small changes, real money."
"The membership-pricing section alone paid for this a hundred times over. I restructured my packages the way the playbook lays out and stopped underselling my services. Clients now pick the option I want them to."
"I run an engineering services business, not a marketing one. Understanding how buyers actually decide changed how I train my sales team. Better conversations, and more of them closing."
"As a SaaS founder, the pricing-psychology and choice-architecture chapters were gold. We reworked our pricing page and trial-to-paid flow and saw it in the conversion numbers. Genuinely useful, not fluff."
"We used the playbook to rethink how we frame our offers and follow up with past guests. Repeat bookings are up and the offers convert better. Easy to apply, even in hospitality."
"I run a sales consultancy, so I'm picky about this stuff. The pricing and negotiation sections gave me sharper frameworks for what to charge and how to hold the line. I've used them with my own clients."
"Pricing and positioning are everything in SaaS. This gave me a clearer framework for our pricing mechanics and how we position against alternatives. We've already rolled some of it into how we sell."
"We're all about the experience: saunas and cold plunges. The playbook helped me rethink the customer journey and how we price and present memberships. Small tweaks, noticeably better uptake."
"Slow fashion is a harder sell. People love the idea until they see the price. The playbook gave me the language to frame the value and the pricing tactics to back it up. Customers buy with more confidence now, and they come back."
The investment
The alternatives cost a lot more
- Marketing agency$5,000+/mo
- MBA elective$2,000+
- Psychology consultant$200+/hr
That's about 37¢ per tactic (and about 3¢ per ready-to-run play).
- 100 core psychology tactics, each with the research and a real example
- All 54 industry playbooks (1,000+ ready-to-run plays)
- Instant PDF download, read on any device
- Lifetime updates, one payment, no subscription
30-day money-back guarantee · PDFs in your inbox in 60 seconds
30-day money-back guaranteeRun any 3 of the quick wins. If not one of them makes back the $37, email us within 30 days for a full refund. No questions, and you keep what you've already used.
FAQ
Questions, answered
Can't I just ask ChatGPT for this?
Can't I just Google it?
What format is it?
How are the industry playbooks different?
Do I get all 54, or just one?
Is it really $37, or are there hidden upsells?
Why is this only $37?
- You're tired of competing on price with businesses half as good as yours.
- You've watched competitors charge twice as much and wondered what they know.
- You want tactics backed by research, not vague "tips".
- You'll actually implement what you learn.
- You're happy racing competitors to the bottom on price.
- You think understanding psychology is "manipulation".
- You want a magic trick that needs zero effort.
- You won't test or apply anything.
Your competitors already understand this.
Now it's your turn.
P.S. I remember exactly where you are. Watching competitors charge more for worse work, wondering what they know. I spent 10 years figuring it out the hard way. You can have the whole playbook, plus all 54 industry guides and 1,000+ plays, in the next five minutes for less than lunch.