Why this old cliché still holds up, and how to actually apply it in your marketing today
“People love to buy, but hate to be sold.”
You’ve heard it. Your clients have heard it.
It might be the most quoted line in all of marketing.But… do you know what it actually means?
Not just on a surface level. Not in the "yeah, people hate pushy sales reps" kind of way — we all get that. I’m talking about the real psychology behind it, and more importantly, how to leverage that insight into higher-converting marketing.
In this deep dive, we’ll unpack:
Why this phrase still matters in 2025 (especially in an AI-saturated world)
The buyer psychology behind the resistance to “being sold”
How to position your offer so that people want to buy
Tactical breakdowns in both B2B and B2C contexts
Real-world examples of this principle done right
With the explosion of AI tools, content creation is easier (and noisier) than ever. Everyone has funnels. Everyone is pushing offers.
So you might be wondering: Does this insight still matter?
Absolutely. In fact, it matters more.
Because in a world where everyone can sell, the ones who win are those who understand how to position — not just pitch.
AI can write your blog post.
But it can’t build trust.
It can’t craft a message that feels right to your ideal customer.
Only you (or someone who understands real buyer psychology) can do that.
So let’s dig into what’s really going on behind this timeless phrase.
"People love to buy..."
Buying feels good. It’s empowering. It’s exciting. It’s a form of identity reinforcement.
Whether it's a $5 coffee or a $50,000 software platform, making a purchase often means someone is moving closer to who they want to be.
But...
"...they hate to be sold."
The moment someone feels like you're taking away their freedom of choice — through pressure, manipulation, or trickery — their defenses go up.
This reaction is hardwired. It’s called:
Reactance is the psychological resistance we feel when we perceive our autonomy is being threatened.
If you've ever walked into a store and immediately said “Just browsing!” before the sales rep could even speak, you’ve felt it. If you've ever clicked away from a pop-up that forced urgency with fake scarcity, you’ve acted on it.
Reactance triggers when:
We feel manipulated or cornered
We’re not in control of the decision
The offer feels like it's trying to convince us rather than invite us
So the goal of great marketing isn’t to “sell” harder.
It’s to reduce reactance.
To frame your offer in a way that feels like a natural, empowered choice.
Most marketers think their job is to persuade.
That’s outdated.
In today’s landscape, positioning is far more powerful than persuasion.
You don’t sell products. You sell:
A transformation
An outcome
A story people tell themselves about who they are
Great positioning makes the sale feel obvious. It doesn’t feel like you “closed” them — it feels like they chose you.
That’s the difference between:
“We’re the best SEO agency in Dallas.”
“We help fast-growing B2B tech companies dominate Google without hiring in-house.”
One is generic and pushy.
The other is positioned — clearly, specifically, and with the buyer’s world in mind.
Let’s walk through a B2B example where we apply the “people love to buy” principle through positioning.
You're marketing a marketing automation platform that helps mid-sized SaaS companies streamline customer onboarding.
This feels aggressive, overpromised, and all about you.
Our platform helps SaaS teams turn onboarding into a growth lever — without burning dev hours.
Here’s how companies like Yourscale reduced churn by 18% in 60 days.”
This message:
Creates a compelling buying frame
Speaks directly to a specific pain point
Uses social proof without shouting
Invites the prospect into the story
Now the buyer isn’t being sold. They’re saying, “This is exactly what we need.”
Let’s flip to a B2C example.
You’re a personal trainer selling a 12-week online coaching program for busy professionals.
“Lose 30 pounds fast! Limited slots! Only $199 if you sign up by Friday!”
We’ve all seen it. And sure, some people bite. But it often attracts the wrong customers — short-term, high-churn, low-trust.
“Busy schedule? You’re not lazy — your fitness plan is just broken.
My 12-week framework is built for high-performing professionals who don’t have time to waste, but still want to look and feel their best.
You’ll get results without the burnout — or the bro-science.”
This version:
Validates the buyer’s reality
Reframes their “problem” (they’re not lazy — they just need a better system)
Positions your offer as the logical next step
Makes the decision feel smart and self-directed
They’re not being sold. They’re opting into a better version of themselves.
Whether you’re B2B, B2C, or somewhere in between — here’s a simple rule:
Stop trying to convince. Start helping people recognize why your offer fits.
That comes down to three things:
Can your ideal customer tell — in seconds — who your offer is for, what it solves, and why it matters?
Does your messaging reflect their world? Do they feel seen, understood, and aligned with your POV?
Are you showing proof of results in a way that doesn’t feel like bragging or BS?
Get those three things right, and “sales” becomes unnecessary.
Even if your offer is strong, these missteps can trigger buyer reactance:
| Mistake | Why It Backfires |
|---|---|
| Leading with features | Buyers want outcomes, not specs |
| Fake scarcity | Damages trust and credibility |
| Broad targeting | “For everyone” means “for no one” |
| Overuse of jargon | Makes people feel stupid or disconnected |
| Pushing urgency | Creates pressure without clarity |
| No emotional hook | People decide with emotion, justify with logic |
If you want your marketing to feel less like a pitch and more like a pull, here’s where to start:
Is it clear? Specific? Outcome-driven? Does it speak to a felt pain or identity shift?
Are you creating moments of pressure or moments of clarity? Is the buyer choosing the next step… or are you pushing them?
From “buy this” → to “this is what people like you do next.”
Use testimonials, short case studies, or “day in the life” scenarios that let your prospect see themselves in your world.
Leverage AI for output — but own the message. Thoughtless content creates resistance. Thoughtful messaging creates momentum.
“People love to buy, but hate to be sold.”
This isn’t just a marketing cliché — it’s a cheat code for better communication, better offers, and better conversions.
The future of marketing isn’t about louder ads.
It’s about sharper positioning.
And the brands that win will be the ones who help people feel smart, not sold.
At The Viral Marketing Company, we specialize in offer positioning, messaging, and smart marketing systems that align with real buyer psychology.
If you’re tired of selling hard and want your brand to attract smarter, faster-moving customers — let’s talk.
Or join our email list for deeper marketing insights like this, delivered weekly.