Do people buy on vibes??
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Hey Reader, "Will clients really buy strategy from me just because of how I make them feel?" A tax strategist asked me that, and you could feel the eye-roll from across time and space. I get it because it makes me roll my eyes too (especially how it gets weaponized in online business). “People buy on emotion" gets repeated so much it's lost all meaning. And the way it usually gets translated:
Which is useless advice when you sell tax strategy. Or leadership consulting. Or email automation. (Nobody is crying tears of joy because their workflow works…Maybe I do, but I am a freak like that.) The people who say that are selling to consumers making impulse buys. Your clients are making a high-stakes hire, and charm doesn't close those. In this week's video, I break down the one feeling that actually gets experts hired (it has nothing to do with charisma or nice hair) and three messaging moves that create it. (Spoiler: my client Bev Feldman sells email automation — arguably the least emotional purchase on earth — she excels at this and about 90% of her prospects arrive ready to hire her.) Yours in rebellion, P.S. I also get into the neuroscience — why people with damage to the emotional centers of their brains can't even pick a restaurant, and what that has to do with your website. Leave me a comment over there and tell me the worst "just be more relatable" advice you've ever gotten.
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Make Marketing Suck Less
Marketing strategies for solo business owners who sell outside the online business bubble. Messaging and marketing for consultants, service providers, and experts whose clients live in the real world—where funnels don't work and referrals matter more than reels.