Why People Buy: The 7 Strongest Sales Levers

How to bridge your offers to your clients' ultimate desires.

Sales isn’t just about selling products or services—it’s about transforming lives.

As a business owner or marketer, your ultimate goal is to show your clients how your solution connects directly to their deepest desires. This is where understanding and leveraging the 7 strongest sales levers comes in.

In this newsletter, I’ll guide you through:

• What sales levers are and why they matter.
• The 7 most effective sales levers and how they work.
• A practical framework to connect your offers to your clients' emotional transformation.

By the end, you’ll know how to craft messaging that doesn’t just sell—but creates lasting impact.

What Are Sales Levers?

A sales lever is the bridge between your offer (the solution) and your client’s desired emotional transformation.

For example:

• Your offer: A course teaching financial literacy.
• Sales lever: Helping clients make more money.
• Emotional transformation: Enjoying the freedom to travel the world without financial stress.

Sales levers connect your offers to the ultimate "why" behind your client’s decision to buy. It’s not just about features or benefits; it’s about creating a vision of transformation.

Why People Buy: The Emotional Connection

Most businesses focus too much on features:

• “Our software is faster.”
• “We’ve been in the market for 10 years.”
• “We offer free shipping.”

While features are important, they don’t evoke emotion or inspire action. Instead, focus on the emotional transformation your client will experience:

• Freedom from financial stress.
• More time with family.
• A sense of achievement and elevated status.

The 7 Strongest Sales Levers

These are the core reasons people buy—and the key to unlocking emotional transformation in your messaging:

1. Make More Money: Financial growth and security.
2. Save Money: Cost efficiency and better resource allocation.
3. Save Time or Energy: Efficiency and convenience.
4. Elevate Social Status: Recognition, prestige, or authority.
5. Find Love, Relationships, or Community: Building connections.
6. Fear of Missing Out (FOMO): Scarcity and urgency.
7. Escape Pain (Physical or Mental): Relief from challenges or struggles.

Bridging the Gap: The Formula for Emotional Transformation

Here’s a simple formula to connect your offer to emotional transformation:

Your (offer) helps (client) with (sales lever) so that they can (emotional transformation).

Examples:

• "Our digital marketing services help startups save time so they can focus on scaling their business."
• "This course helps entrepreneurs make more money so they can achieve financial freedom."
• "Our automation software reduces operational stress so you can enjoy a better work-life balance."

How to Apply This in Your Business

Step 1: Identify which sales levers your offers align with.

• Does your product help clients save money, elevate status, or escape pain?

Step 2: Connect the lever to the emotional transformation.

• Ask: What ultimate desire does my client want to fulfill?

Step 3: Use the formula to refine your messaging.

• Focus on their transformation, not just features or benefits.

Daily, Weekly, and Monthly Actions

Daily:

• Craft and test sales messaging using the formula.
• Identify emotional triggers in client conversations.

Weekly:

• Analyze customer feedback to understand their deeper desires.
• Update your marketing copy to include relevant sales levers.

Monthly:

• Evaluate which sales levers resonate most with your audience.
• Create case studies showing real-world emotional transformations.

Take Action Now

To make this even easier, try this exercise:

1. List the 7 sales levers.
2. Write how your products align with each.
3. Use the formula to create messaging for one product.

Remember, great sales is about connecting emotionally. When you show clients how your offers solve their problems and deliver what they truly desire, you’re no longer just selling—you’re transforming lives.

Let’s make it happen! 🚀