Want More Sales? A Behavioral Scientist Says This Counterintuitive Strategy Could Double Your Success (And Yep, I Tried It)

I was knee-deep in a marketing funk when this all started—right in that magical place between “I think I’m doing everything right” and “Why the heck is nobody buying?”

You know the spot.

It’s where you’re posting consistently, running ads, tweaking your offer like it’s a Sims character—and still, crickets. Or worse, tire-kickers who “love your stuff” but “aren’t ready to commit.”

I remember sitting on my couch, still in my blazer from a Zoom call (but let’s be honest, sweatpants below), wondering if I was missing something massive.

Turns out, I kinda was. But not in the way I expected.

Because what actually helped me double my conversion rate (without changing my offer, my pricing, or even my audience) wasn’t some shiny new tool or a “guru’s” secret formula.

It was a ridiculously simple—yet weirdly hard to believe—idea from behavioral science.

The Accidental Discovery: A Podcast, a Parking Lot, and a Lightbulb Moment

Okay, so picture this: I’m sitting in my car in the Whole Foods parking lot, avoiding going inside because it’s one of those days. I’m listening to a podcast—one of those “business meets brain science” kinds. The guest was a behavioral scientist (I can’t remember his name because I was halfway through a spicy tuna wrap at the time), but what he said made me stop chewing mid-bite.

He said:

“People are more likely to buy when they feel understood, not when they’re convinced.”

Let me say that again for the folks in the back:
It’s not about convincing. It’s about understanding.

Now maybe you’re like, “Well, duh.” But back then? That hit me like a soy sauce packet to the forehead.

I’d been spending so much energy trying to craft the perfect pitch. Polishing my benefits. Stacking social proof like a Jenga tower. I was trying to win people over by proving my value, like I was applying for a job.

But understanding? That was a whole different vibe.

The Strategy: Show Them You “Get It” (Before You Sell Anything)

So I decided to run a little experiment. (Don’t worry, no spreadsheets involved—just vibes and Google Docs.)

Instead of starting conversations with value props or outcomes, I started with empathy. I flipped the script.

Here’s how I approached it:

Old Way:

“Want to grow your business faster with a proven coaching method? I help entrepreneurs 2x their revenue in 90 days.”

New Way (Based on Behavioral Science):

“Ever feel like you’re doing all the things—posting, emailing, showing up—and still wondering why the bookings aren’t coming in? Yeah, me too.”

Guess which one got more replies, more engagement, more sales?

Yep. The second one. By a landslide.

Because here’s the magic: when people feel seen, they drop their guard. They lean in. And that’s when they’re open to hearing how you can help—not before.

Real Talk: I Had to Get Over Myself First

Here’s the thing nobody tells you: showing empathy in marketing isn’t just about using “relatable” language. It requires a small ego death.

For me, that looked like:

• Admitting I didn’t have it all figured out
• Sharing moments I used to gloss over (like the time I launched to zero signups)
• Speaking like a human, not a brand on a mission to crush Q2 goals

At first, it felt weird. Vulnerable. Like I was peeling off a layer of armor I didn’t know I was wearing. But what happened next shocked me.

What Changed: The Human Stuff Worked Better Than the Fancy Stuff

Suddenly, people started replying to my emails like actual conversations. Not just “unsubscribe” or radio silence, but “Omg, I thought it was just me.”

I got DMs like:

• “Wow, this really hit home today.”
• “You put into words exactly how I’ve been feeling.”
• “Okay, how do I work with you?”

Did I suddenly become a better marketer overnight?

Nope. I just became a better listener. I mirrored the inner monologue my audience already had running through their heads. I stopped trying to be impressive and started being honest.

And here’s the wild part:
When people felt understood, they trusted me faster.
And when they trusted me, they bought.

The Science Backs It Up (Because, Nerd Moment)

Behavioral scientists call this the empathy gap—the idea that we often underestimate how much feeling heard influences decisions.

There’s a classic study where doctors who spent 40 seconds showing empathy before delivering a diagnosis were rated as significantly more trustworthy—even if their clinical skill didn’t change.

So yeah, even in fields way more serious than ours, empathy = influence.

Let’s Get Tactical (Because Inspiration Alone Doesn’t Pay the Bills)

You’re probably wondering, Okay, cool story—how do I actually use this in my marketing?

Let me break it down:

1. Start With “I Get It”

Before you pitch, prove you understand their actual experience. Use the words they’d use with a friend, not in a sales call.

Example:
Instead of: “Struggling to attract clients?”
Try: “Sick of dancing on Instagram every day and still not seeing new bookings?”

2. Use Emotional Landmarks, Not Just Logic

People make decisions emotionally, then justify logically. Tap into feelings like frustration, overwhelm, insecurity, even envy (yep, it’s real).

Example:
“Watching other fitness coaches blow up while your inbox stays empty? Been there.”

3. Mirror Their Inner Monologue

If your clients could read your post and say, “OMG, that’s so me,” you’re on the right track. Eavesdrop in forums, comments, reviews—use their language.

4. Close With Empowerment

This isn’t about pity. After showing you get it, show them there’s a path forward. Invite them into possibility, not perfection.

Example:
“This doesn’t mean you’re doing it wrong. It just means no one taught you the part that actually works. Until now.”

How It Played Out for Me (Spoiler: ROI, Baby)

In the 3 months after I shifted my messaging, here’s what changed:

• My email open rates jumped by 32%
• My webinar sign-ups doubled (same ad spend, just new copy)
• My close rate on discovery calls went from 18% to 41%
• And I stopped feeling like I had to “sell” all the time—conversations flowed naturally

But the best part?
People started telling me how good it felt to be understood.

I had one woman say, “Your email felt like a hug.”
(And no, I didn’t cry. Okay. Maybe a little.)

Final Thoughts: Empathy Isn’t a “Strategy.” It’s a Superpower.

If you’re tired of chasing tactics and tweaking your funnel for the millionth time, maybe the answer isn’t out there in some ninja hack.

Maybe it’s in here—in how you show up.

Because people don’t want perfect. They want real. They want to feel like someone finally gets what they’re going through, without judgment or jargon.

And when you can give them that?
The sale becomes the natural next step—not a desperate chase.

Want more sales?
👉 Stop convincing. Start connecting.
👉 Trade your pitch for empathy.
👉 Write like someone who’s been there.
👉 Watch your conversions quietly double.

And hey, if nothing else, it’ll make you feel less like a walking billboard and more like the human you actually are.

Now go. Try it. Get a little messy with your messaging. And if it works? Come back and tell me. I’ll be here—probably in sweatpants, probably eating another spicy tuna wrap.

You got this.