Sales Psychology Basics: How to Write Copy That Converts
APPLE PODCASTS | SPOTIFY | YOUTUBE
I work with incredible people, many of whom are brilliant writers—academics, authors, or lifelong professionals who know their craft inside and out. BUT, just because they know how to write doesn’t mean they know how to write to sell.
That’s where sales psychology comes in.
Don’t worry! You don’t need a psychology degree to put this into practice. You just need to understand why people buy, and how to use that knowledge to write copy that feels good, SELLS, and sounds like you.
Maslow’s Hierarchy of Needs: Sales Copy Edition
Remember Maslow’s hierarchy of needs from high school psych class? Picture a triangle:
Most of us in the online service space aren’t selling food and shelter. We’re selling things that help people feel confident, supported, and closer to their best selves (THIS is the middle and top layer, if that wasn’t clear!).
Your copy should connect with those higher-level motivators: belonging, growth, & transformation.
Emotional Decisions Drive Every Sale
Buyers make decisions emotionally first, then justify them with logic.
That’s why people don’t buy a shirt because they “need a shirt.” They buy the shirt that makes them feel a certain way at the event they’re attending.
Your copy needs to:
Speak to desires. Show the future they want (the carrot), not just the pain they’re leaving behind (the stick).
Appeal to logic. Reinforce emotional choices with rational proof—features, processes, guarantees.
The most powerful copy blends emotion with logic, helping people feel good about the decision they were already leaning toward.
Three Key Sales Psychology Concepts for Copy
When writing your sales copy, keep these three simple sales psychology concepts in mind:
Positive Psychology
Sell the carrot, not the stick. Paint a picture of potential—who your audience can become with your help.
Mirroring
Repeat back the exact words your people use. Not “regulate your nervous system,” but “calm the F down.” Not “optimize your P&L,” but “get the documents you need to buy your first house.”
Reciprocity
People naturally want to give back when they’ve received something. While reciprocity shouldn’t be manipulative, showing up generously with insights and resources builds trust and goodwill that often leads to sales.
Practical Ways to Use Sales Psychology in Your Copy
When writing to sell, I cannot stress how important it is for you to know your audience before anything else!
Surveys, intake forms, and onboarding questions reveal what your clients actually care about. And BIG HINT: It always comes down to time savings, money saved, and mitigation of risk (peace of mind).
Once you know your audience, mirror their language. Use their words in your CTAs, sales pages, and emails. This makes your copy feel instantly relatable.
In using their language, get comfortable asking for the sale. Clarity sells. When you confidently say, “Yes, I can help you do that,” your audience feels that confidence too.
Putting It All Together
Sales psychology isn’t about tricking people into buying. It’s about understanding what motivates them, reflecting their desires back in their own words, and clearly offering the solution they’re already looking for.
When you sell with empathy, confidence, and clarity, you stop sounding “salesy” and start sounding like the trusted guide they’ve been waiting for.
—
Up next 👉 We’ll talk about defining your ideal customer—without cheesy avatars or meaningless demographics.
Resources mentioned in this episode:
Connect with me here:
To view this episode with subtitles, visit my YouTube channel here
