Let’s talk about what really makes people press “Checkout.” It’s not just about having a pretty product or aesthetic feed. People don’t just buy with their wallets… they buy with their subconscious beliefs, emotions, or habits. So, how do you tap into that? Keep reading…
Emotional Persuasion: Feelings Drive Dollars
Most people like to believe they make decisions rationally.. weighing pros and cons, comparing prices, doing research. But research in consumer psychology tells a different story. Up to 95% of purchase decisions are emotional, not logical.
Why? Because emotions drive action. Logic only justifies it afterward.
Ever bought something you didn’t need just because you were bored, tired, sad, or feeling yourself? Think about it… when you buy that $50 candle, you’re not just paying for wax and a wick. You’re paying for the vibe, the relaxation, and the aesthetic it gives your space. In marketing, your job is to connect emotionally with your audience.
Brands That Sell Emotion:
- Apple sells identity and innovation.
- Nike sells achievement and empowerment.
- Starbucks sells comfort and lifestyle.
As a creator or entrepreneur, you’re not just selling a product, digital download, or affiliate link, you’re selling the feeling your product creates.
People Buy What They See Themselves In
People make purchasing decisions based on how well your product or brand reflects who they believe they are, or who they want to become. This is called identity-based marketing.
For example:
- A busy mom might buy your travel itinerary ebook because it represents freedom and ease.
- A new influencer might book your 1:1 session because it affirms their identity as a real content creator.
- A natural hair customer might buy your herbal oil because it aligns with their identity as someone who prioritizes clean, Black-owned, healing products.
Your product should reflect your customer’s ideal version of themselves. Marketing should mirror their values back to them.
People Buy Solutions to Their Internal Conflicts
Every product or offer solves more than just a surface level problem. It solves a deeper, often unspoken, internal conflict.
Example:
Someone doesn’t just buy your “How to Travel to Paris for $500” guide to save money. They buy:
- Validation that they can travel even if they’re broke
- Escape from their current routine
- A sense of control over their freedom
- Confidence that they are “that girl” who takes spontaneous trips
Understanding what people feel conflicted about helps you sell the real value, not just the surface benefit.
People Buy Stories, Not Features
The truth is, no one cares about your product, they care about what it can do for them. People buy because they’re solving a problem, not because your packaging is cute (although that helps). You can list product features all day long: ingredients, number of pages, shipping speed, etc. But what converts is the story behind the product. This is called narrative marketing.
Instead of saying: “This oil contains jojoba and lavender.” Say:
“I created this oil when my daughter was dealing with painful scalp patches that nothing would heal. I used it every day before school, and within a week, I saw her smile again while doing her hair.”
Now the reader connects. They see a story they relate to or aspire toward.
People Buy Because of Scarcity, Social Proof & Simplicity
Let’s talk about the behavioral triggers that marketers use (and you should too):
Scarcity or Fear Of Missing Out
Fear of missing out (FOMO) is a psychological goldmine! Nobody wants to be the one who didn’t get the deal or missed the trend. The idea that something is rare or exclusive makes people want it more. Add urgency:
- “Only 5 spots left”
- “48-hour flash deal”
- “Limited edition drop”
Social Proof: Seeing Is Believing
Listen, we all love receipts. Testimonials, reviews, and before and after pics are your besties when it comes to convincing someone to buy. We trust other people more than the brand itself.
Post reviews, customer shoutouts, or even a quick video of someone using your product. Let your current customers do the selling for you.
People Buy What’s Repeated
People need multiple exposures before they buy, the “Rule of 7” says someone must see your offer at least seven times before they take action.
Repetition builds familiarity, and familiarity builds trust, people need time to:
- Know it exists
- Consider the value
- See the transformation
- Justify the purchase
Be consistent and remind them across your platforms (email, TikTok, blog, IG, etc.).
Authority Sells
The more credible you look, the more people trust you. This doesn’t mean you need 1M followers. It means showing up consistently, educating through content and featuring client testimonials that show you’re serious.
If people see you as an expert, they’ll buy.. even if you’re not the cheapest or most popular option. That’s why even your branding matters: colors, fonts, images, your tone, and even the words you use all send a message.
Red creates urgency, blue builds trust, and pink says fun and flirty. Everything speaks before you do.
Buyers Want to Be Led, Not Sold To
The truth is, people don’t want to be sold to. They want to be guided. Your job as a marketer is to guide them from where they are now → to where they want to be.
That means:
- Anticipating their hesitations
- Addressing their questions before they ask
- Reassuring them of the results
- Showing what life looks like after they buy
At the end of the day, marketing is about building trust, sparking emotion, and showing people why your product is the solution they’ve been looking for. Don’t overcomplicate it. Keep it real and keep it relatable. Remember, you’re not just selling a product, you’re selling an experience, a solution, and a vibe.
What’s Next?
Now that you understand the psychological foundation of why people buy, it’s time to take action. You can start applying this immediately in your:
- Blog posts: Focus on storytelling, emotional angles, and identity-based titles
- Email marketing: Use urgency, relatability, and repetition in your welcome sequence
- Digital product pages: Highlight transformation, not just features
- Social media: Lead with visuals and captions that tap into feeling and freedom
Want to dive deeper?
Check out these resources I’ve created just for creators and entrepreneurs like you. These ebooks take the concepts in this blog and turn them into real results, this is you’re next move:
Branding Marketing and Advertising