Secret Shopper

If normally available information is missing, then the information is bad.

If you see a job ad with no salary listed, then the salary isn’t good. If you see a dating profile with no close-up pictures of a person’s face, then the person isn’t conventionally attractive. If you see a house for sale with no pictures of the kitchen, then the kitchen sucks.

This isn’t rocket science, but people really do trick themselves. They either “fill in the blank” with an average model from the category or (even worse) they tell themselves that maybe it’s going to be wonderful when they finally see it.

Neither of those are true. It isn’t going to be wonderful; it isn’t even going to be average. It’s going to be the absolute worst. Because if it wasn’t, you’d show it!

There are two lessons here. One: be savvy as a shopper of any kind. If there’s normal information you can’t obviously find, assume the worst until you confirm otherwise. A used car for sale with lots of pictures but no mileage listed? Assume it has half a million miles until you can confirm otherwise.

Two: when you’re the seller, get it all out there. When you hide the information, you only get two possible outcomes: either a savvy shopper avoids you entirely, or a foolish shopper engages and then gets mad and backs out when they discover the truth.

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