If you've ever had someone say,
“I love your product! I’ll think about it…”
…and then never heard from them again,
Welcome to the club.
It’s one of the most frustrating things as a first-time founder. You’ve poured your heart into building something amazing. You’ve got the features, the benefits, the testimonials. You even have a beautiful sales page or pitch.
But instead of a confident yes, you get hesitation.
Confusion.
Ghosting.
Here’s the real reason:
You’re selling to the wrong side of the brain.
💡Good news! We’re giving away a free worksheet at the end of this article to help you apply everything we’re about to cover. It’ll show you exactly how to speak to the emotional brain so your pitch finally lands.
Let’s break it down.
The Two Brains Your Customer Uses to Decide
We all have two sides of the brain at play when making decisions. And if you want to become great at sales (and connection in general), you need to know who you’re talking to.
The Red Brain = Logic Brain
This is the cautious side of the brain. It's obsessed with details and reasons not to buy. Think of it as the “inner skeptic” that says:
- “Let me compare a few more options first.”
- “Is this worth the money?”
- “Do I really need this right now?”
It thrives on logic, features, analysis, and overthinking.
The Red Brain slows everything down.
The Green Brain = Emotion Brain
This is where desire lives.
It’s the part of the brain that says:
- “This just feels right.”
- “I want this now.”
- “This is so me.”
The Green Brain is intuitive, fast, and emotion-driven. It’s the part that’s seeking transformation, meaning, and a feeling of YES.
And here’s the kicker:
People buy emotionally (green brain), then justify it with logic (red brain).
Why First-Time Founders Often Miss the Mark
As a new founder, it’s natural to want to show that you know your stuff. So what do most people do?
- Talk about product features
- List technical details
- Offer competitive pricing
- Use business-y language
In other words, they speak directly to the red brain which feels safe, but rarely inspires action.
The result?
People stay in analysis mode.
They browse.
They think.
They don’t buy.
How to Win the Green Brain First
To get someone to move, you’ve got to emotionally connect before you logically explain.
Here’s what that looks like:
a. Speak to the transformation, not just the thing
Logic pitch:
“Our app helps you organize tasks more efficiently.”
Emotion pitch:
“Finally feel in control of your day. No more waking up overwhelmed or falling behind.”
See the difference? One describes a feature. The other describes a feeling.
b. Mirror your customer’s identity and desires
Use language that reflects what they’re already thinking or feeling.
Instead of:
“Our budgeting tool tracks expenses.”
Try:
“For people who want to feel peace every time they check their bank account.”
Speak to who they want to become.
c. Use metaphors, stories, and visual language
Stories bypass logic and hit the emotional core.
Instead of:
“This course includes 10 lessons and 5 worksheets.”
Try:
“Think of it as a map that guides you from scattered and stuck to confident and focused — in just 10 days.”
Let’s Look at a Quick Example
You’re selling a fitness coaching program.
Logic-first version:
“You’ll get 12 workouts, a meal plan, and weekly check-ins.”
Emotion-first version:
“Feel strong in your skin again. Wake up with energy, confidence, and zero guilt around food.”
Which one hits harder?
The second one makes you feel something. That’s the Green Brain saying, “Ooh, I want that.”
Bonus for Founders: How This Applies Beyond Sales
This emotional-first approach isn’t just for landing a sale. It helps with:
- Marketing → Craft more resonant content and ads
- Pitching investors → Show the deeper vision, not just numbers
- Team building → Inspire your co-founders or early hires
- Product design → Build features that serve feelings, not just tasks
In short:
🎯 Start with the heart. Then back it up with facts.
Final Thoughts: Selling Is Helping
Here’s the truth:
If you created something that truly helps people, then selling is not pushing, it’s serving.
And the best way to serve? Understand how people really decide.
They don’t need a spreadsheet of specs.
They need to feel like this is for them.
So the next time you’re about to write a sales page, pitch your offer, or hit record on a promo video…
Ask yourself:
“What do they feel before they say yes?”
Lead with that.
P.S. Want to dive deeper into how your customers think?
We’re giving away a free worksheet that breaks down emotional vs. logical messaging with plug-and-play examples. It’s designed just for first-time founders like you.
➡️ Access the free worksheet here
Because building a business that connects starts with understanding how people buy.
