Selling is…a lot.
Especially when it comes to the online space. Everyone and their mom has a strategy or secret recipe they’ll happily charge thousands of dollars to teach you, show you how to follow their systems, and how to sound exactly like them.
But sales isn’t copy and paste—and you don’t need another secret selling recipe to get your people to buy. You need sales psychology—and you need to know how to use it.
Sales psych is the foundation to any good framework for sales and is exactly what you’ll utilize using the Reveal Brain-Based Buying Framework©, a simple and scientific 5-step framework that will take your audience from “I’ve never heard of you” to “I’m your new favorite customer.”
What is The Reveal Brain-Based Buying Framework©?
The Reveal Brain-Based Buying Framework© is a sales framework you can easily apply to nearly every aspect of marketing in your online business, from sales pages and social media carousels to evergreen email sequences.
The framework is based on sales psychology, the study of and science behind the application of behavioral triggers that influence how people buy. Or, to put it simply, the WHY and HOW people make buying decisions.
The Reveal Brain-Based Buying Framework© consists of five levers (or steps) to make sales psychology easy to understand, remember, apply, and audit. Each lever needs to be pulled (at some point) when you’re selling:
Let’s break it down lever-by-lever (or step-by-step) ->
Lever #1: Attention
Attention pulls someone out of autopilot and makes their brain think “you got me, I’m sat” from your content and copy—it makes someone listen.
This lever dictates whether the rest of your message even gets seen by your audience. If you can’t get someone’s attention, you never get the chance to persuade them to buy.
You usually pull this lever in your email subject lines (think: attention-grabbing enough to open) and the hook of reels and short form content (this reel is an amazing example of attention in action).
Lever #2: Connection
Connection shifts the message from “this is for me” to “this is about me” and makes their brain think, “you get me, I’m safe here.” It’s the connection between your audience and your offer/brand.
You’ve likely heard of the “know, like, trust” funnel—think of attention as the “know” and connection is the starting point of building the “like” and “trust.” It’s a difference and change in your messaging, going from transactional to relatable.
You’ll pull this lever a lot through storytelling emails, Instagram stories, shared values, or even just being transparent about your business.
Lever #3: Clarity
Clarity tells your audience exactly what they’re getting and makes their brain think, “Oh, I get it—this makes sense.” It’s the moment your offer finally clicks.
Confused people rarely buy, and brains hate ambiguity. When you create clarity around the logistics of your offer, you reduce your audience’s cognitive load and make their decision a lot easier.
For example, you’ll pull this lever when creating proposals, FAQs, and offer breakdowns.
Lever #4: Desire
Desire creates a feeling of I can’t imagine not having this,” and makes someone’s brain think, “I want that asap.” You want to create emotional momentum and build emotional investment and longing for your offer.
This lever takes it a step beyond trust and understanding (connection and clarity), it’s getting your audience to genuinely crave your offer now—whether they’ve had it on their wishlist or didn’t know it existed until today.
You pull this lever by sharing outcomes and transformations—or sharing benefits and feature lists. It’s sharing social proof, like screenshots of DMs (with consent), testimonials, or even Google Reviews.
Lever #5: Ease
Ease removes resistance between “I want it” and “it’s mine” and makes your audience’s brain think “I can have it and it won’t be hard or confusing.” It’s the lever that removes fear and resistance and replaces it with simplicity and confidence.
Most people don’t say no to your offer because they don’t want it—they say no because they’re unsure, overwhelmed, or afraid of getting it wrong. How do you make the decision easy? You create a clear path to yes, removing as many obstacles as possible.
You’ll pull this lever in your client experience, your pricing and packages (your offer suite), your welcome sequences, and even support access.
How The Reveal Framework for Sales is Different (and Why it Works)
If you didn’t notice, the Reveal Brain-Based Buying Framework© doesn’t offer a checklist—and there’s not a set of deliverables that pull every (or any specific) lever. There’s no template to follow or plug-and-play (although there IS a textbook that breaks down every lever, why it works, and how to use it).
This isn’t a “I did this on my last launch, now you do it exactly the same way.” It’s a sales framework rooted in the literal science behind sales. The levers are simple ways to remember sales psychology and apply it when and where YOU need it.
These principles don’t change based on what you’re selling. You could be selling your high-ticket done-for-you offer or a one-time masterclass—what changes is HOW you’re approaching sales.
This framework can be applied and reapplied to every piece of content, every launch, and every offer you create and still work (and work well).
This is How You Sell
If you consistently pull each of the levers in Reveal’s framework for sales, you’ll make sales. If your sales are hurting, I can pretty much promise you that one of these levers is being ignored.
Find it, pull it, fix it!!
Practice makes perfect, and the more you apply the framework to your marketing, the easier it will be to pull a lever—and recognize when one isn’t being pulled.
Want to apply Reveal’s Brain-Based Buying Framework ASAP? Let me introduce you to The Sales & Copy Bestie, a custom GPT trained on my framework, ethical sales, and the online space! Get the Bestie here!
