The 3 Steps of a Sale
I don't remember who said it, but it goes something like 'you understand a concept when you're able to explain it in a simple way'.
So let's do that. Attraction, evaluation, and behavior - that's not really a marketable branding. Let's use an analogy that's a bit more relatable.
Imagine you're a fisherman. You've got your big fishing pole and a bucket full of big, juicy worms. You're ready to catch fish to feed your family. You find a nice shady spot by the lake, settle into your comfy chair, and screw your trusty cap onto your head. You carefully select the most lively, colorful worm, stick it onto the sharp hook, and cast your line out into the water.
Now the game begins. The first step is hooking a fish.
Attraction
You've made a proposition to the fish: take a mouthful of this worm, and I'll take a mouthful of you. Sounds a bit aggressive, I know. But that's the essence of marketing - I give you something, you give me something in return. That's the Attraction phase.
A worm is a worm - that fact doesn't change. But depending on where you put it, how you present it, the color and movement - that's what will determine if it attracts any fish or not. It's the same way with your product, where and how you present it is what will decide if you make a sale.
Don't give the fish an empty hook or an oversized worm. Adapt the offering to the target ‘fish’.
Evaluation
So you've made your proposition, and now comes the Evaluation phase. The fish is going to circle that hook, wondering, "Is this worth it?"
When a customer buys something, the only 100% concrete thing is the money leaving their account. What they receive in return is all abstract until they actually have it.
That's why making a powerful, emotional impression is so crucial. The product you're selling needs to feel more real and compelling than the money they're spending.
For the fish, that hunger is very real and concrete. But the texture, mass, and anticipated satisfaction of that juicy worm? That's all happening in their imagination. Yet this imagined experience feels more real than the actual hunger.
That's the power of marketing - making something imaginary more compelling than reality.
Humans are wired to respond more strongly to emotion and imagination than dry facts. Use that fact to make your proposition feel indispensable.
Oh, and you could argue that techniques like saying "But you are free" can impact the decision-making process. And you'd be right - studies have shown this phrase is effective. But that's most likely because it creates a subtle pressure, making the customer feel a sense of responsibility. Pressure tactics like this can help shorten the Evaluation phase, getting the customer to act more quickly before doubts set in. I talk about that in my article ‘4 words to make people obey’.
Attraction leads to Evaluation, and the best way to influence the decision-making process is to speak to your customer's emotions and imagination. I dive deeper into the psychological levers you can use in my article on the subject.
Behavior
Finally, we have the Behavior phase. It's a simple yes or no, right? The fish bites, or it doesn't.
But in reality, we often hear ‘maybe’ or ‘later’ Doubt and procrastination can creep in and create uncertainty around the sale.
Don’t panic, even a firm ’no’ can be turned into a ‘yes’ with the right approach.
Everytime I try to get rid of a subscription, I receive a mail saying that I could get a promotion for my next payment, If I keep the subscription.
Or If I go to the store to buy a TV, the vendor will propose a generous return policy to counter my doubts. A positive against a negative.
That said, these tactics require To be subtle, especially with digital products.
Using a popup discount when someone abandons their cart can work, but it can also backfire if it feels too aggressive.
In Marketing, Imagination Wins Over Reality
The most fascinating part in these three steps is how little reality matters.
As a marketer, you're selling an idea, a solution to a problem, not just a product.
The consumer processes this idea, weighing it against their beliefs and needs. They decide based on your presentation, not the product's objective reality.
This is why ‘my product isn't good enough’ is often a wrong conclusion when sales are low. It's usually the marketing, how you position your product in the market, that needs adjustment. Look at who you want to sell to and tailor your presentation accordingly.
The price must balance the benefits. Big promises with low prices seem fishy (I keep my expressions on theme), while high prices need concrete justification.
When I buy a Bugatti, I'm buying speed and prestige.
When I buy a digital course from a top marketer, I'm buying expertise, perhaps 10 years of experience compressed, or the ability to earn $100k monthly.
It needs to be tangible.
Remember the Axe commercials? They didn't sell deodorant; they sold the idea of attracting girls. No one buys a process; they buy an end goal.
End Words
Understanding these three phases, Attraction, Evaluation, Behavior, reveals that marketing is a chess game played in the consumer's mind.
Reality is secondary; the focus is on perception and psychology. Anticipate these phases to increase your chances of making a sale.
Don't fixate on product quality during the sales process. When sales are low, resist the urge to doubt your product. Instead, focus on your marketing strategy. Understand your potential client and tailor your product and presentation to them.
Don't sell water to a fish - sell a mouth guard. That's marketing.
You've created a product; now find its audience. Even if the audience might feel counterintuitive at first.
It’s your responsibility to make your potential client understand that they need the product you are selling.