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Understanding Buyer Behavior: Why People Don’t Buy in a Straight Line
A lot of marketing advice makes it sound like people move through a neat little path when they decide to buy something: first they notice you, then they think about it, then they buy.
If only it were that simple.
In real life, people zigzag. They get interested, then distracted. They might talk to a friend, compare products, forget about it for a while, and then suddenly decide to buy because something reminded them of you.
Think about Netflix’s Love Is Blind. The show makes it seem like couples go through a clear process: speed dating, choosing a partner, getting engaged.
But if you’ve watched it, you know the reality is messier. Feelings change, unexpected things happen, and the path to “yes” is rarely a straight shot. Buying decisions work the same way.
Don’t Assume You Know the Path
Ahava Leibtag, CEO of Aha Media Group, warns against assuming your customers always follow a set “buying cycle.” The truth?
People’s decisions are influenced by all kinds of random things — mood, timing, who they talk to, what they see online.
If you treat their journey like it’s predictable, you’ll miss chances to connect. Instead, keep the conversation open. Be flexible. Show up in ways that fit where they are, not where your chart says they should be.
Make Real Connections, Not Just Profiles
Too many businesses think of their customers as nothing more than “25-to-40-year-old women in the suburbs” or “small business owners making $100K+.”
That’s a start, but it’s not enough.
If you want people to choose you, you have to understand what really matters to them — their challenges, their hopes, and even the little emotional triggers that make them say “yes.” You can’t get that from a spreadsheet alone.
Meet the “Co-Persona”
One smart idea Leibtag shares is “co-personas.”
This is about looking at how different types of customers influence each other. For example, in a B2B sale, the CEO might be the one signing the check, but an employee may be the one actually using the product.
They talk, share opinions, and influence each other’s decision.
When you understand those relationships, you can create content that speaks to both — making it easier for them to agree you’re the right choice.
Stay Flexible With Your Content
If customer journeys are messy, your content should be flexible too.
That means not just setting a content plan and forgetting it. Watch how your audience reacts. See what they click, share, or ignore. Adjust your topics, tone, and timing so you’re giving them what they care about right now.
You can do this with quick polls, Q&A posts, and interactive content that invites people to talk back — not just listen.
Use the Right Tools to Stay in Tune
You don’t have to guess what people want. Tools like social listening software can tell you what people are saying about your brand.
CRM platforms can help you see patterns in how customers interact with you over time.
When you pay attention to these signals, you can talk to customers in a way that feels personal and relevant — instead of like you’re just broadcasting a generic ad.
The Big Takeaway
If you want strong, lasting relationships with your customers, stop thinking of their buying process as a straight road.
Instead, picture it like a winding trail with detours and surprises. Your job is to walk alongside them, offering help and guidance when they need it, and being patient when they wander off.
Ask yourself:
Am I just pushing out messages?
Or am I actually creating real connections?
Start focusing on the second one, and you’ll be building relationships that last — and customers who stick around.
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