Let me ask you a question.
Ever wonder why people buy stuff they don’t really need?
Like, why Karen down the street is buying her third pair of limited-edition sneakers even though she only runs to the fridge?
I’ll tell you why.
It’s not because the product is amazing. It’s because of how the product makes her feel.
Karen isn’t just buying sneakers. She’s buying the idea that she’s part of some exclusive club. The kind of person who’s a runner—even if she never runs. This is called Identity Priming.
Let’s break it down.
Before the Marketing: Who Do They Think They Are?
Before your customer even sees your ad, they’ve got some kind of self-image in their head. Maybe they think they’re cool, maybe they’re not—but they want to be cool.
Your job? Help them believe your product is the magic key to becoming that person.
Say you’re selling a fancy coffee machine. Your prospect doesn’t want to be “coffee person who grabs a $2 gas station brew.” Nah, they want to be “coffee connoisseur who takes their time crafting the perfect brew.”
So, when they see your marketing, they should think, “Hey, this machine is for people like me. People who get coffee on a spiritual level.”
See what’s happening? You’re shaping how they see themselves.
Before the Purchase: How Do They Want to Look?
Now that they’re eyeballing your product, they’re thinking, “Will buying this make me the person I wanna be?”
This is your time to shine. You’ve gotta lock in that vision for them.
You want them to think, “If I buy this, I’m gonna feel like the coolest, most sophisticated coffee expert alive.” Not just someone slapping together a cup of joe. You’re selling an identity here, not a product.
With that coffee machine, you’re not just listing off features. You’re painting a picture. Imagine them standing in their kitchen, pulling shots of espresso, looking like they belong on a magazine cover.
Now they’re hooked. They need it. Not just for the coffee, but for the feeling of being a coffee genius.
After the Purchase: Who Are They Now?
So, they bought it. Good job. But we’re not done yet.
Now that they’ve pulled out the credit card and clicked “buy,” they’re in transformation mode. They’re no longer just themselves—they’re officially part of the club.
But you need to remind them. Don’t leave them hanging.
Shoot them an email that says, “Congrats! You’re now an elite member of the coffee snob society.” Or something better than that, but you get the point.
Reinforce their decision. Make them feel like they’re on top of the world, because if you don’t, someone else will. And then they’ll be buying their next coffee machine somewhere else.
It’s Not About the Product. It’s About Who They’re Becoming.
Here’s the secret. You’re not just selling a product. You’re selling a self-image.
People are willing to shell out cash if it means they can become the person they dream of being. That’s the psychology behind identity priming. You make your customer feel like your product is the missing piece to becoming that person, and boom—you’ve got a sale.
Now go out there and help people become the best (or coolest, or healthiest) version of themselves.
That’s it. Now go make Karen proud.
You’re still here? It’s over. Go home. Go!
Daniel Matievich