The Science of Buying

In this episode of Humane Marketing podcast, I’m joined by Rachel Allen for a deep dive into The Science of Buying. We explore how neuroscience and psychology quietly shape our buying decisions—and how understanding this can lead to more humane, effective sales.

From Rachel’s “magic equation” for building trust, to knowing when your message says just enough, this conversation is packed with insights for entrepreneurs who want to sell with empathy, not manipulation.

Whether you’re writing sales copy, nurturing relationships, or rethinking your entire approach, this episode will inspire a more connected and compassionate way to grow your business.

Here’s what we covered in this episode:

• Some surprising ways neuroscience and psychology influence our buying decisions—often before we’re even aware of it.
• Rachel’s ‘magic equation’ for sales—and how it helps build trust and connection.
• The subtle power of great sales copy and messaging to spark interest before someone consciously realizes they want to buy.
• How to know when you’ve said enough—or maybe too much—in a sales message.
• Why, in a world driven by data and demographics, empathy and psychology are actually the stronger tools for real connection.
• The full ecosystem of a humane sales process—and how things like sales pages, nurture emails, and gentle follow-ups all weave together.

 

Watch this episode on YouTube

Join us for the upcoming Collab Workshop on May 7th where we open our community, the Humane Marketing Circle to the public, for a small donation.

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Speaker 0:  hi, rachel. it's good to have you back, returning guest to the humane marketing podcast. welcome.

Speaker 1:  thank you. thank you. i'm so excited to be back. i always love, uh, repeat podcasts in general, but especially talking with you.

Speaker 0:  yeah. thank you. it's it's really good when you get to know one another. right. like, kind of kind of on a deeper level. i think the conversations are are different. yeah.

Speaker 1:  yeah. everybody gets to, like, drop their marketing face and just have a a human to human conversation.

Speaker 0:  exactly. yeah. so we decided to do another collab workshop. uh, you've been in the community before and you're i'm excited to have you back. and this time, we're gonna talk about the science of buying. right? so from the buyer's perspective, uh, more so from the seller's perspective, but understanding what's going on in the buyer's head so that we can then, you know, cater to that and then not in a manipulative way, of course, but just like in an empathy kind of way. it's like, oh, okay. i know what's going on in their heads so that i can write the sales page, the emails. so that's kind of like what we're gonna be talking about. so you have looked at this, uh, more deeply and also kind of like the neuroscience and psychology, uh, behind this idea of, well, what's going on in the buyer's head. um, obviously, there's all these tactics out there that are based on neuroscience. i'm pretty sure that's not what you're gonna tell us to do, but, um, yeah, i i'd love to hear your thoughts on all of that.

Speaker 1:  yeah. well, i you know, you're correct. i don't have seven steps to, you know, manipulate people using their brains because i think that's based on such a false understanding of how humans actually work. and this may sound like a slight digression, but just to give you the understanding of where i'm coming from psychologically with this, a lot of those tactics are