Blog Series...People Are Gonna People: Understanding Why Clients Do Weird Shit (and How to Sell to Them Anyway)*

Emotions First, Logic Later: Why Clients Don’t Care About Your Facts (At First)

Here’s a hard truth: your neatly crafted proposal, filled with bullet points and metrics, probably isn’t closing the deal.

Why? Because people buy with emotion.
They justify with logic. But that part comes later.

You’re Speaking Facts. They’re Feeling Feelings.

It’s natural to want to lead with “Here’s everything I can do for you,” but if your client’s brain is still screaming:

• “Do I like this person?”

• “Will this make me look good?”

• “Is this going to be a pain in the ass?”

...then they’re not even hearing your value prop. They’re still trying to figure out if you’re a vibe.

Think Like a Buyer (Not a Seller)

You don’t buy a $300 concert ticket because the seat has a good view of the stage.
You buy it because that band meant something to you in high school.
It’s nostalgia. It’s status. It’s feelings.

Your clients are no different.
When you tap into the emotional side — desire, fear, identity, validation — you lower their guard and build trust.

So What Do You Do Instead?

Here’s how to flip the script:

• Start with a story. Paint a before-and-after picture of someone like them.

• Mirror their emotions. Repeat back what they’re really saying (not just their words, their meaning).

• Use fewer bullet points. Save the logistics for later in the conversation.

• Lead with outcomes, not features. “This setup gives you a wow moment guests will remember forever” > “includes 8 uplights and a 6-foot table.”

Your Takeaway

If your proposal feels like a resume, it’s not going to work.
Lead with connection, close with logic.

Remember: people buy when they feel safe, seen, and emotionally aligned — not when they’ve memorized your pricing sheet.