People Don’t Just Buy Your Offer—They Buy Their Own Confidence
One of the biggest lessons I learned in my most recent launch?
People aren’t just buying your offer. They’re buying their own confidence in the decision.
This insight hit differently, especially after I took a full year off from selling in 2024 (I talked more about that decision and what it revealed here.) I assumed that trust would be easy to rebuild. After all, my audience had been following me for years. They knew the caliber of my work. The authority, the results, the experience—it was all there.
But what I learned (and honestly had to relearn) is that trust isn’t just about how much they believe in you.
It’s about how much they believe in themselves.
Your Audience Might Be Warm, But Still Wavering
When I launched my new messaging course, Market Like a CEO, I thought: “The messaging is sharp, the sales page is strong, the emails are landing. This should be enough.”
And for some, it was. But for many of my most loyal followers—those who had been watching, learning, nodding along for years—there was still hesitation.
Not because they didn’t trust me.
Because they weren’t sure if they could trust themselves to make the right move.
To follow through. To be fully resourced. To feel safe making that investment.
So I made a last-minute decision: I hosted a casual Zoom info session just 48 hours before cart close. No pitch. No pressure. Just connection.
And what happened?
People literally bought on the call.
It Wasn’t About Convincing Them
I wasn’t there to persuade. I was there to hold space.
To answer questions. To let them speak their hesitation out loud. To reflect what they already knew and offer a steady place to land.
And that made all the difference. Because at the end of the day, what moved them wasn’t a better offer.
It was a deeper sense of self-trust.
What Worked (According to the Numbers)
66 people signed up for that last-minute info session with minimal promotion.
At least 5 attendees purchased on the call—despite already being longtime followers.
84% of people who viewed the sales page clicked through to the checkout page.
52% of buyers were first-time customers; 48% were repeat buyers.
55% of buyers came directly from email.
These numbers confirmed a simple but powerful truth: People still needed a human touchpoint, even if they were already warm.
What I Would Do Differently Next Time
If you’re planning your own launch, here’s what I learned:
Host an info session earlier. Give people more time to rewatch the replay and make a decision.
Repurpose insights from the call. Use real-time questions and objections to improve email copy, sales page clarity, and abandoned cart messaging.
Improve the checkout page. Add risk-reversal content (like testimonials or "before you buy" videos) to increase conversions vs only including these types of things in the sales emails.
Don’t assume familiarity equals readiness. Even your warmest audience still needs emotional safety.
The Bigger Lesson: Trust > Tactics
I used to think it was all about urgency. The bonuses. The countdown timers. The “you’ll miss out if you don’t act now” energy. But this launch taught me something completely different.
There were no flashy bonuses or stacked discounts. It wasn’t a perfectly optimized funnel I’d spent months building. It was a slower, more intentional approach.
Built on:
Trust, nurtured over a 90-day runway, where I showed up to serve and let the offer speak for itself.
Timing, respecting that buyers need space to make aligned decisions, not pressure to buy fast.
Discernment, meeting people where they are mentally and emotionally.
And this is where I want to talk directly to you. Because you’re not just a business owner. You’re also a buyer.
Think about how you make decisions right now:
You’re moving slower.
You’re using more discernment.
You’re asking more questions before pulling the trigger.
You’ve made quick investments before, some aligned, some not. And now, you’re being more thoughtful. So is your audience.
If your launches aren’t landing the way they used to… it’s not because your audience doesn’t want to buy. It’s because the way they buy is changing.
They’re not just buying a product. They’re buying clarity. Safety. Self-trust.
Launching Is About Trust—But Not Just in You
People don’t just buy your product. They buy how they feel about the decision. If you’re only selling the offer, you might be missing the real reason someone’s not clicking "buy."
Your job isn’t just to create urgency. It’s to create permission. Your messaging isn’t just about your authority. It’s about their agency.
Get the Full Breakdown
If you want to go deeper into this process, I shared the full details inside these two episodes:
🎙️ Part 1: The Wins, Strategy, and Messaging That Worked
🎙️ Part 2: What Didn’t Work, Lessons Learned, and What I’ll Change Next Time
Both episodes walk you through:
My 90-day runway and why it mattered
Warm audience conversion trends
Messaging congruency across platforms
Shifts in buyer behavior and launch pacing
You don’t need more pressure. You need more precision.
If you’re launching soon, let this be a reminder: Trust is built. Confidence is earned. Give your audience space to feel both.