The "Trigger" That Controls 73% of Purchasing Decisions

Ever notice how people will spend $200 on workout gear before they've even been to the gym?

Or how broke people spend their last dollar on designer clothes?

These aren’t Impulse buys.

They’re identity purchases.

And most marketers completely miss how to do this.

The Deep Psychology of Identity-Based Decisions:

Every human carries a mental map of who they are and who they want to become.

What most marketers miss is that people are equally motivated by identities they want to avoid as ones they want to become

The research from social psychology is clear here:

we make decisions based on being consistent with the identity of ourselves we have in our heads vs actual logical thought. 

(and if you’re on this newsletter you already know emotion and the subconscious > logic.)

When someone sees themselves as "the type of person who..." they'll take actions to maintain that self-concept even when it's costly or illogical.

This goes back to fundamental human psychology.

Our ancestors survived by belonging to groups and maintaining their position within social hierarchies.

Get kicked out?

Go against the group?

Be “different” 1000 years go?

You get handed a death sentence.

That same psychological programming drives modern purchasing decisions…

Why Most Copywriting Fails To Capitilize On This (and how you can abuse this to maximize conversion rates) :

Most copy focuses on features, benefits, or even emotions.

But it stops short of the deeper psychological layer where real decisions get made.

Here's what I've observed across hundreds of campaigns, VSLs, Ads, and Emails…

You can forcefully install these identities into your prospect’s minds with language.

People will buy products that help them become the person they want to be or avoid becoming the person they fear.

And you, the marketer, can manufacture the environment to put these ideas and identities into their heads.

The Identity Installation Framework (Advanced):

Your copy should put the prospect at a cross roads.

Create two clear identity paths and scenarios that customers can immediately recognize and choose between:

Positive Identity Anchoring: Create an aspirational identity that feels achievable but elevated from their current state.

( ex: are you going to be the kind of person who does X Y and Z so that you can get [outcome] )

Negative Identity Anchoring: Present a cautionary identity that represents what happens when they don't take action.

( ex: or are you going to be the kind of person who does X Y and Z (make these negative actions) so that you’re stuck in [Current pain] )

The goal here is to put these ideas into their minds but leave the decision in their hands.

So it’s up to them to make the decision to step into the new identity.

And when you frame I this way, the choice basically becomes a no brainer —- because no one want’s to stay in the negative identity you’ve built.

But here's where most marketers get it wrong: they make the identities too extreme or unrealistic.

The Psychology of Believable Identity Bridges:

The identities you present must feel like natural progressions, not impossible leaps.

Instead of positioning someone as going from "broke" to "millionaire," you create stepping stone identities: from "struggling freelancer" to "strategic business owner" to "scalable entrepreneur."

Each identity shift feels achievable, which makes the associated actions feel natural.

The Neuroscience Behind Identity-Based Copy:

When someone reads copy that positions two identity paths, their brain automatically runs a self-evaluation: "Which one am I? Which one do I want to be?"

This triggers what psychologists call "identity verification"—the unconscious process of aligning our actions with our self-concept.

The decision to buy becomes a decision to claim the identity you want and reject the one you fear becoming.

This works because identity shapes behavior, not the other way around. We act in ways that are consistent with how we see ourselves, even when those actions are difficult or expensive.

Advanced Identity Anchoring Techniques:

1. Tribal Language Integration Use the specific terminology and phrases that each identity group uses to describe themselves and their values.

2. Behavioral Pattern Mapping Connect the product to daily habits and decisions that each identity type would naturally make.

3. Social Proof Alignment Show testimonials and case studies from people who clearly represent the positive identity you're anchoring.

4. Consequence Visualization Help prospects see the long-term trajectory of both identity paths, not just immediate outcomes.

5. Values-Based Differentiation Connect the identity choice to deeper values and beliefs, not just surface-level preferences.

Why This Creates Stronger Customer Relationships:

When someone buys based on identity alignment, they don't just become a customer—they become an advocate.

They'll defend their purchase decision because questioning the product means questioning their identity choice.

They'll recommend you to others who share their values and aspirations.

The brands that master identity-based marketing don't just get transactions—they build movements.

The deeper you understand psychology, the more predictable your conversion rates become.

Because ultimately, people don't buy products. They buy better versions of themselves.