Sell a Feeling First
– Then Share the Information
Stay on mission
Even though we’re all naturally skilled at selling, something happens when we move that skill online. The digital format can disconnect us from our natural rhythm of connection. With endless page options and features, it’s tempting to fill every space — to keep talking — because we can’t see our customer’s reactions the way we could in a physical shop.
That lack of feedback often leads to information overload. We share more than necessary, trying to make up for not being face-to-face. But think about it — when was the last time you walked into a shop and needed to read the owner’s CV before buying something?
Ask the right questions
Your customers are looking for clarity. Help them answer these four questions fast:
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What do you have?
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What can it do for me?
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How do I get it?
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What’s stopping me from buying it?
1. What is your product or service – really?
Your product isn’t just what you sell. It’s the experience or feeling that product gives.
It’s easy to fall into the trap of selling “the process” – the steps, the method, the details – but people don’t buy the process. They buy the result and the emotion behind it.
- A television isn’t about pixels or screens – it’s about comfort, escapism, and connection.
- A meditation course isn’t about sitting quietly – it’s about joy, calm, and expansion.
- A diet program isn’t about calories – it’s about confidence, energy, and fitting into your dream clothes.
Your mission is to define the feeling or problem your product resolves. When you do that, your images, words, and offers naturally align.
| Product | What Customers Are Really Buying |
|---|---|
| Diet | Feeling confident and fitting into my dream clothes |
| Art | Feeling uplifted in my home or office |
| Car | Freedom and ease to go where I want |
| Website | A platform that sells my products and services for me |
| Dog training | Peace of mind – no biting, chewing, or accidents |
2. Help Customers Recognise It’s for Them – Fast
Think of your website like a high-street shop window. You only have a few seconds to capture attention as someone “walks past.”
A strong first impression instantly tells your visitor three things:
- What’s being sold
- Who it’s for
- Why it’s worth stopping for
At BizDoktor, when a potential web design client can’t decide, I don’t explain – I show. I create a sample front-page slider so they can feel the energy of the design. They immediately know if we’re a match – because selling is all about feeling.
Look at your own homepage. Would you walk into that “shop”? Is it clear what’s for sale? Would you feel confident it’s for you – without scrolling further?
3. Make it easy to buy
Once your visitor decides they want it, don’t make them search for how to get it.
- Always link directly to the product or checkout page.
- Even within your content, hyperlink product names straight to where they can buy.
- Set every link to “open in new window” — this keeps your main page open if they close the product tab.
Also include clear links to:
- Delivery details
- Payment options
Check Mobile Responsiveness
A responsive site ensures your customer can browse, order, and pay easily — whether on mobile, tablet, or desktop.
Always test your own site on your phone and go through the buying process yourself. Don’t wait for customers to tell you what’s broken — most won’t. They’ll simply leave.
4. Remove every obstacle
Today’s customers are quick to click away if they feel unsure, confused, or insecure. Anticipate every hesitation — and address it.
Create a FAQ section, or weave answers directly into your product descriptions. Use direct links (again, set to open in new window) to guide them to what they need to know.
Example
- On my art website, customers often wonder how a painting looks from behind before hanging it. So I show them:
- Photos of the back frame and hanging materials
- Four hooks included (not two — just in case)
- Images showing the painting in a room so they can visualise size and atmosphere
- A short YouTube video demonstrating how to hang the piece.
These small details show thoughtfulness and eliminate doubts. Most buyers won’t tell you what’s holding them back — they’ll just abandon the cart. When you answer their silent questions, you create trust, confidence, and ease — the emotions that lead to “Yes.”
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