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Buying Is Not About The Price
7 Behavioral Science Tactics to Get Your Audience to Buy-In.
Howie Chan
August 03, 2025
Dear Legend,
6 months ago my nine year-old started piano lessons. I’ve always wanted to learn a musical instrument. Take some real classes.
I did my research and found an online piano course. A highly-rated course for beginners that gets you to a level where you can play some songs in a matter of weeks.
I had a plan to block out time every week to practice.
You’ve been here before.
I had a plan to block out time every week to practice.
I was motivated to get going to learn with my kid.
I said to myself “I’m finally doing this”
But then… life.
Has this ever happened to you?
Why?
It’s not because you’re not ready.
It’s because your brain wasn’t ready yet.
And if you have an offer, or a proposal and you haven’t gotten a yes, chances are your customer’s brain wasn’t ready yet either.
It’s not about the price, but that’s what most think they need to change. That’s a wrong assumption.
And that’s exactly what this issue is about.
Melina Palmer (host of The Brainy Business and author of What Your Customer Wants and Can’t Tell You) blew my mind with this: “We’re different people throughout the day. You have to hit people at the right time.”
❤️ HEARTSET: You're not losing sales because the price is too high, you're just not showing up when it counts.
So how do you get people to say yes without discounting or begging? 👇🏽
By learning how their subconscious actually works.
🧠 MINDSET: You don’t need to convince people. You need to prepare them so when the moment is right, they choose you.
Your job isn’t to convince.
Your job is to catch their subconscious at the right moment—and make action effortless.
🧰 SKILLSET: 7 Behavioral Science Tactics to Get Your Audience to Buy-In.
1. The Micro-Moment Map
Science: Contextual Relevance (System 1 Thinking)
We make decisions really quickly and unconsciously 95% of the time and are shaped by environment, emotion, and attention.
How to apply:
Design your marketing to catch people when they’re “scrolling for solutions.” Tailor your message to the time of day or emotional state.
Why it gets them ready:
Right message, right moment = internal click. You feel seen, not sold to.
2. The Identity Mirror
Science: Temporal Identity Shifting
People play different roles throughout the day and each role has different motivations.
How to apply:
Speak to the identity they’re in right now. “Busy parent?” “Solo founder in grind mode?” Reflect who they feel like in the moment when you are delivering the message.
Why it gets them ready:
People act when they feel understood. Identity-aligned messaging says, “This was made for you.”
3. The Not Yet Ladder
Science: Psychological Reactance
Saying “no” triggers resistance but “not yet” keeps the door open.
How to apply:
Instead of pushing urgency, offer deferral paths: waitlist, “remind me,” or save-for-later. Build follow-ups around timing readiness, not pressure.
Why it gets them ready:
Respect creates trust. Trust builds safety. Safety leads to action.
4. The First Win Fast
Science: Hyperbolic Time Discounting
The brain prioritizes rewards it can feel now not theoretical outcomes later.
How to apply:
Give them something they can complete in 60 seconds: a win, not a wall. “Take this quiz.” “Watch this clip.” “Get instant clarity.”
Why it gets them ready:
Momentum is addictive. A micro-yes today sets up a macro-yes tomorrow.
5. The Anchor Flip
Science: Anchoring Effect
The first number people see becomes their mental benchmark.
How to apply:
Lead with your most expensive offer. Then introduce your core offer as “smart,” “practical,” or “most popular.”
Why it gets them ready:
Now your price feels like a smart move, not a scary leap.
6. The Proof Loop
Science: Social Proof & Herding
People rely on others “like them” to reduce decision risk.
How to apply:
Use testimonials that match your buyer’s current identity not your ideal avatar. “If they can do it, maybe I can too.”
Why it gets them ready:
Seeing someone else win builds belief. And belief is the gateway to readiness.
7. The Message that Lingers
Science: Peak-End Rule
We don’t remember everything. We remember how something felt at its peak and at the end.
How to apply:
Design emotional spikes in your copy. End with a high-note: a callout, a mic-drop, a vision of their better self.
Why it gets them ready:
They won’t remember every word. But they will remember the feeling—and that’s what drives action.
Want more?
Listen to my full episode with Melina. We talk about how to price your offers, and how to not only get people's attention but also be remembered. LIsten on Apple, Spotify, on the web and anywhere you get your podcast. I also shared “10 Revealing Truths About Buyer Psychology” on LinkedIn.
Make your mark, live your legend 🤘🏽
I’ll see you on Wednesday (Influence Science will now come on Wednesdays! 👏🏽)
Howie Chan
Creator of Legend Letters
How did you like today's Legend Letters? |
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