We want to believe we make logical, reasoned purchasing decisions. We want to believe that, but we would be wrong. In reality, the process that leads to “buy now” is rarely grounded in spreadsheets or specs. It’s driven by emotion, intuition, and instinct, often shaped before logic even enters the conversation.
That disconnect comes up repeatedly in our work with clients. Many of our initial conversations start with a frustrated lament: “I spent a TON of money on marketing, and it didn’t do anything for sales.” So we ask, “What was your message?” The room falls silent. Blank stares surround us. Sometimes, there’s a sheepish shrug. Rarely, if ever, does anyone have a clear answer.
It’s not that they aren’t smart. They are. (Our clients are like our children – they are all brilliant!) But no one ever taught them the psychology behind effective messaging. Instead, they rely on what seems logical: feature lists, impressive specs, or glowing self-praise about the team. But here’s the thing: no one cares.
But buyers aren’t robots; they’re human. Humans make decisions based on emotion first, then justify them with logic.
Why Your Marketing Efforts Are Failing
If your marketing isn’t moving the needle, chances are you overlooked the emotional groundwork. You built the campaign, wrote the copy, and paid for ads *before* understanding how your customer defines their needs. This results in content that sounds good to you but falls flat with your audience.
In our Story-Theory-guided framework, we focus on addressing three critical questions about your prospect:
1. What is their external problem?
2. What is their internal frustration?
3. What philosophical reason do they have for believing the problem shouldn’t exist?
Only when we answer these can we create a message that breaks through the noise.
Tip #1: Understand the Problem Behind the Problem
Imagine you sell CRM software. The external problem is obvious: their current CRM is cumbersome and ineffective. But what’s *really* happening?
– Internally, they feel overwhelmed, behind, and perhaps even embarrassed that their team isn’t using the tools correctly.
– Philosophically, they believe that with all the tech options available, it *shouldn’t* be this hard to manage sales leads.
When your message conveys this complete picture, your buyer feels acknowledged. That’s when trust begins.
A Bit of Brain Science
Let’s take a detour into neuroscience. Warning: this may challenge everything you believed about decision-making.
We like to think our rational mind (hello, prefrontal cortex!) drives our choices. However, research from Nobel Prize-winning psychologist Daniel Kahneman and his partner Amos Tversky suggests otherwise. Their studies indicate that most decisions are made quickly and emotionally, governed by areas of the brain such as the amygdala, often referred to as our “lizard brain.”
That’s the same part of the brain responsible for fear, pleasure, and reward. It reacts first; logic comes later—often just to support what we have already emotionally decided.
So, no, logic didn’t buy that sports car. Emotion did. Logic just helped you explain to your spouse why it was a “wise investment.”
The Psychology of Your Prospect: A Quick Checklist
Before building your next campaign, consider the following questions:
1. What keeps your customers up at night?
– Not just the practical matters. What are they *feeling*?
2. What does success look like to them emotionally?
– Less stress, more confidence, or a sense of control?
3. What internal dialogue occurs before they speak to you?
– Are they blaming themselves? Are they worrying about how they are perceived?
4. What belief do they hold about how the world *should* work?
– Explore that. It serves as a powerful philosophical anchor.
5. What words do *they* use to describe their problem?
– Not your jargon. Use their words. That’s your messaging goldmine.
Tip #2: Develop Your Message from the Inside Out
Once you grasp your client’s emotional landscape, you can start crafting a message that resonates. Here’s how:
1. Lead with empathy — Show that you understand their frustration.
2. Position your offer as a guide — You’re not the hero; they are.
3. Paint a picture of success — Help them visualize life after the solution.
4. Use emotion-rich language — Forget about features. Speak in feelings.
That may sound somewhat like therapy, and in some respects, it is. You’re assisting prospects in recognizing and articulating their struggles, while providing them a credible path forward.
Why This Method Is Effective
People don’t just buy products or services; they buy outcomes, relief, transformation, and feelings.
They don’t want a faster CRM; they want to stop feeling like they’re drowning in spreadsheets. They don’t want another consulting package; they want to stop losing sleep over their business. They don’t want a new website; they want to feel proud when they send someone to their homepage.
If your message can evoke those feelings before they even become a client, you’re halfway to making the sale.
Tip #3: Test and Listen
Messaging is not a one-and-done process. It’s iterative and evolves.
Test headlines. Track engagement. Pay attention to how prospects articulate their pain points during sales calls or support tickets. Your future content should reflect your insights.
Don’t assume you got it right the first time. Think of it as you being 80% right and stay curious about the other 20%.
So, what’s next?
If you’ve spent thousands on marketing that didn’t move the needle, it’s not your product; it’s your message. Fixing it isn’t just about better copy; it’s about understanding your buyer at a deep, emotional level—and telling a story that reflects what they truly need.
Questions? Please email us at info@thesaltzmangroup.com
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