Let’s talk about sales psychology. Because if your audience is ghosting your offers like a bad Tinder date, it’s not them—it’s you. And no, it’s not because your product isn’t good or your service isn’t valuable.
It’s because you’re not tapping into what actually gets people to buy.
1. People Buy on Emotion, Justify with Logic
*Almost* no one is making buying decisions based on pure logic. If that were the case, we’d all drive the most fuel-efficient cars, eat nothing but kale, have super minimalist homes with only the essentials, and invest strictly in practical things (I say all of that, but I’m sure there’s some folks out there thinking right now “that sounds like me”). But MOST don’t.
Humans buy based on feelings first—then scramble to find the logical excuse that makes us feel good about it.
So, if your sales pitch is just a laundry list of features (“My program includes 12 modules, 6 PDFs, and a live Q&A”)—you’ve bored them into inaction.
Instead, tap into what they actually want:
“Tired of feeling stuck? This program will give you the clarity and confidence to actually move forward in your business (without the overcomplicated BS).”
See the difference? The first one is emotionless. The second one makes them feel something.
2. Scarcity Sells—But Don’t Be a Manipulative Jerk
Scarcity works because FOMO is real. And there’s a reason this tactic has become a go-to for launch cycles (because as much as I hate it, it’s true that people often want they can’t have – I can’t tell you how many times I’ve gotten emails after a launch has ended of folks asking to still lock in the deal because they missed it).
But here’s the thing—people can smell fake urgency from a mile away. If you’re constantly running “last chance” deals that mysteriously pop up again next week, your audience is going to stop believing you.
Instead of fake scarcity, create real urgency:
✔️ “Only 5 spots left” (Because you actually have 5 spots left.)
✔️ “Doors close Friday” (Because they actually do.)
✔️ “If you’re tired of spinning your wheels, this is your chance to change that.”
Give them a compelling reason to act now—without the sleazy tactics.
3. No One Cares About You (Yet)
Your audience isn’t thinking about you. They’re thinking about themselves, their problems, and how to fix them. If your content sounds like, “I created this amazing offer because I love helping people,” that’s amazing, but… that’s not what they care about.
Instead, make it about them.
Speak to their struggles, their frustrations, and what life could look like if they finally solved their problem. Show them that you get it, and then position yourself as the person who can help.
Example:
❌ “I’ve been coaching for 10 years and love guiding entrepreneurs.”
✅ “You’re sick of feeling like you’re doing everything ‘right’ but still not getting results. Let’s change that.”
BUT, don’t lose yourself entirely. While they don’t care about you *yet*, once you’ve caught their attention, them caring about you is what will help them emotionally justify the purchase. So, the goal here is to catch their attention then connect with them on a human-to-human level.
4. Make the Ask (Yes, Really.)
Most people don’t buy simply because they weren’t asked to. If your CTA is something weak like “Let me know if you’re interested”—spoiler alert—they won’t. Be direct. Tell them exactly what to do next.
✔️ “Apply now.”
✔️ “Book your call today.”
✔️ “Click here before you overthink it and talk yourself out of what you actually need.”
And this goes for those discovery calls and introductory calls as well. Something as simple as asking, “would you like to explore what a partnership together could look like?” plants the seed in their mind and preps the conversation for the sales ask.
If you don’t confidently ask for the sale, why should they confidently buy?
Sales Isn’t About Tricking People
It’s about understanding how they make decisions and meeting them where they’re at. Tap into emotions, create urgency without the sleaze, make it about them, and actually ask for the sale.
Your audience is watching. Now go give them a reason to buy.
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