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  • Nia S. Lewis

How to Close More Deals and Sell More Products: Persuasive Appeals

Last week on episode #14 I talked to you all about how you should package the messages you deliver to your customer based on what your customer is already interested in. This might seem like common sense, but many times we get so excited about what we want to do to help our clients that we forget to actually think about how our sales pitch comes off from the customer’s perspective.

Today I want to continue this conversation surrounding the psychology of selling, and help you understand how you can better understand our customer’s needs to inform your marketing and sales strategies.

If you listened to last week’s episode you know that messaging is the most important component of selling that many early stage entrepreneurs neglect to focus on. Messaging is the vehicle we use to pitch our business to our customers. We know that there is a psychology to selling, and understanding the principles of this psychology helps us to craft more effective messages.

If you want to up your selling game, and close more deals, keep reading because I am going to help you see how persuasive appeals impact purchase decisions.

When you are pitching your business to potential customers you are ultimately attempting to persuade your customer to make a decision. Persuasion isn’t always in your face and direct, but every sales attempt you make is, at the core, a persuasion tactic because you want your customer to do something even if it's just to comment on a social media post.

Persuasion can be brought about using one of three persuasive appeals:

  • The first is an appeal to logic

  • Sometimes, it makes sense to use logical reasoning to exemplify why your customer should use, or buy your product.

  • Perhaps, logically, your product or service solves a problem for your customer, thus making your product the most logical solution.

  • Perhaps logical reasoning is price comparison. Maybe your competitor offers the same service as you at a more expensive rate?

  • The second persuasive appeal targets audience member's emotions.

  • Many times, we buy things because products make a feel a certain way. An advertisement tells a story that invokes a childhood memory, or we believe purchasing a certain product will satisfy a need for us emotionally.

  • The third persuasive appeal focuses on establishing credibility to build trustworthiness between you and your customer.

  • Take a moment and think about products you regularly buy without even thinking twice about it because you perceive the business that sells this product as the absolute best at what they do. This product is so credible to you that you don’t even consider buying a competitor product.

  • For me, the business that comes to mind is ChickFila. I don’t eat fast food often, but when I do, ChickFila is my go to option. Why? Because I know that every time I go to ChickFila I will receive hot food fast, and great customer service. Even if their line is out of the parking lot, I don’t hesitate to wait in that drive thru line because I trust ChickFila to get me in and out of the drive through in under 10 minutes.

  • How can you establish your business as a credible source in your industry? What can you do to build trust between you and your customers?

I hope these tips help you in your journey as an entrepreneur with selling and marketing to your customers.

That is all I have for this week. If you’re listening and want to connect with other bosses, join my Facebook group called Hustle with Purpose. Visit my website, to learn about how you can sign up for 1:1 business coaching.

If you're still reading, I have a special gift for you! Download a FREE marketing ebook, available at

I hope you have a great week, and continue to move onward, upward, and forward. Until next time.


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