4 Psychology Tricks To Boost Your Brand Sales

Hey it’s Max from The Inbox Newsletter.

After sending tens of thousands of emails for brands, I've learned that discounts aren't the #1 purchase driver.

They work. Sure.

But there are psychological triggers that work even better. And the best part is that they don't train your customers to wait for sales.

Let me walk you through a few of my favorites.

Key Takeaways:

• Identity-based copy converts higher (label who they are, not what the product does)

• Reciprocity framing turns discounts into gifts ("on us" triggers obligation)

• Bandwagon beats elitist (people want to join movements, not be guinea pigs)

• Specific numbers create anchors ("93%" > "most customers")

Identity-Based Copy

When you label someone's identity, they convert at a higher rate.

It's not about what the product does. It's about who they become when they buy it.

Here's copy we used for ButcherBox Pets that crushed:

"As a person who treats their dog like their own child, you probably don't just want to feed your dog another sad kibble."

This positions the product in alignment with their identity. If you're the kind of person who loves your dog like family, then you feed them the best. The product becomes an expression of who they already are.

We used the same principle for my mentorship offer:

"As someone who wants to be the best of the best, you're someone who wants to improve. And as someone who wants to improve, you want to find ways to reinvest in yourself." (sign up for my mentorship here).

See how it works?

You're not selling a product. You're confirming their identity and showing them how the product fits.

Reciprocity Through Framing

Instead of "Get 20% off" try "Shipping is on us."

The difference is subtle but powerful.

"On us" triggers reciprocity. It feels like a gift. And people naturally want to take advantage.

Store credit is another example. "Here's $15 on us" feels like money that’s already in their pocket. Leaving it unused feels like throwing money away.

That's a much stronger motivator than "15% off your next order."

It’s the same dollar amount with a completely different psychological effect.

Bandwagon Over Elitist

Here's something counterintuitive: people would rather be late to something than be early.

[Image: Need something here that is like a “Trusted by thousands” angle]

A lot of brands try to frame their product as ahead of the curve.

"Be the first to try this."

"Join the early adopters."

That positioning actually makes people hesitant. Being first means being a guinea pig.

Instead, use the bandwagon effect.

"Ashwagandha is the fastest-growing supplement in 2025."

"Over 50,000 people have already switched."

"This is the trend everyone's talking about."

People want to join something that's already proven. Social proof helps confirm that they’re making a smart decision.

Show them there’s already a movement, and people will naturally want to join.

The Power of Specificity

Stats and numbers are perceived as 100% the truth… because they are.

And so, they hold more weight than just words.

Concrete numbers are stickier than vague claims.

"93% of customers reorder within 60 days" beats "customers love us."

"This campaign drove $47K in 3 days" beats "great results."

Specific numbers and statistics create beliefs. When you say "93%" instead of "most," people assume you've actually measured it. You're not guessing. You know.

Putting It All Together

The formula for high-converting email copy:

→ Label their identity ("As someone who...")

→ Frame offers as gifts ("on us")

→ Show them they're joining a movement

→ Use specific numbers for credibility

Try this in your next campaign. Lead with identity. Reframe your discount as a gift. Add specific numbers.

Watch what happens to your conversion rate.

Discounting is easy. Psychology is what separates good email marketers from great ones.

If you want Well Copy to write, design, and handle your emails completely using psychology hacks like these, book a call here.

Email Inspiration Of The Day

Brand: Eleat

Email Design: https://drive.google.com/file/d/1eRwAjKOddGEEVlYuiCM1b_hjpGVizROp/view?usp=sharing


Notes: Simple email with pretty design. The hero section background image extends all the way down to the footer and the text overlays provide great contrast.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant | Well Copy

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