What Makes People Buy from Emails (Even When They're Not Ready)
They opened the email out of habit.
They skimmed the body while making coffee.
They had no intention of buying.
And yet…
They clicked…
They bought…
They converted.
What happened?
This, right here, is the magic of strategic email copy. Not hype. Not hard-selling.
But understanding what actually makes people buy, even when they didn’t plan to.
Today, I’m pulling back the curtain on the psychological triggers that turn cold-ish leads into clicking clients — especially in the coaching and personal brand space.
Let’s get into it.
1. The “Pre-Sold” Buyer Is a Myth
A lot of coaches think someone has to be “warm” to buy from an email.
As in… they've followed you forever, binged your content, joined your list, and are already halfway convinced.
But that’s not how sales work.
People buy when your email makes them feel like now is the right time.
Not when you think they’re ready.
Which means your copy needs to do more than inform.
It needs to interrupt.
It needs to activate.
It needs to create emotional momentum — fast.
👉 Want to spot where your funnel is losing momentum? Read The Email Funnel Fix Online Coaches Need (Because Yours Is Probably Leaking Sales).
2. Belief Shifting Beats Selling
Sales don’t happen because you stack bonuses.
They happen because your reader starts to believe:
“This could work for me.”
“This solves something I’ve been struggling with for months.”
“This coach gets it.”
Shifting beliefs is what moves people from lurking to buying.
Try these in your emails:
Show a before/after of your client’s mindset, not just their results.
Write out the internal dialogue that your ideal client is already having.
Debunk the “I’m not ready” myth with tiny, actionable proof.
Need help getting inside your reader’s head? The Hidden Desire Matrix shows you how to write what they’re thinking before they do.
3. The Sale Starts with the Subject Line
You could write the world’s most powerful sales email —
But if your subject line flops, no one will ever see it.
Curiosity is your best friend here.
No clickbait.
No “newsletter #72.”
Just clear, specific intrigue.
A few examples from my email templates:
"The £3,000 mistake most coaches don’t realise they’re making"
"Why your welcome sequence isn’t working (and what to fix first)"
"This email got a 62% click rate — here’s why"
The right subject line starts the conversion before the email even opens.
Steal more tips here: Subject Line Secrets: How to Get More Opens & Clicks on Your Emails
4. Objections Can Trigger the Yes
Most email copy tries to avoid objections.
But what if you leaned in?
If your ideal client is thinking “I don’t have time” — show them how your offer saves time.
If they’re worried it won’t work — share a story where someone just like them got results.
When your email handles objections with empathy and specifics, it builds trust.
Trust builds belief.
Belief builds buyers.
5. The CTA Isn’t a Button — It’s a Decision
You’re not just asking someone to “Click here.”
You’re asking them to believe that clicking is the right thing to do next.
That’s what great CTA copy does:
It reframes hesitation as action.
It makes the next step feel small, obvious, and safe.
It aligns with the emotion you’ve built throughout the email.
Which is why I included a full cheat sheet of fill-in-the-blank CTAs inside the Email Templates for Coaches & Personal Brands.
So you can stop overthinking your endings — and start writing emails that convert.
The TL;DR
People don’t buy because they’re ready.
They buy because your email makes them ready.
Shift their beliefs.
Handle their hesitations.
Spark just enough curiosity to get them reading…
...and you'll be surprised at how often they say yes.
Even while sipping coffee.
Even when they weren’t planning to.
Want to make your next sales email easier (and faster) to write?
Grab the Email Templates for Coaches & Personal Brands — designed to help you sell more without sounding salesy.
Hey there, Rebecca here.
My mission is to write copy that feels unmistakably you—capturing your voice, sharing your stories, and engaging your audience in a way that drives real impact.
