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Why Don’t People Just Buy? The Truth About “Instant” Sales

  • Writer: Pernille Aggerholm
    Pernille Aggerholm
  • Jul 3
  • 3 min read

Updated: Jul 9


This week I had a conversation with a founder who asked me a question I’ve heard many times before:


“Why aren’t people buying our product? What’s the step we’re missing?”


She went on to say, “I’ve bought things I’d never heard of before, no nurture campaign, no long sales cycle, I just saw it, and I bought it. How does that

happen?”


It’s a fair question. And it’s easy to assume that those kinds of purchases are happening all the time for some secret reason no one is telling you about! 

Let me tell you what I shared with her.



The Anatomy of a “Quick” Purchase


Just days earlier, I’d bought something through an Instagram ad. Instantly.

I’d never heard of the brand or the founder. There was no email sequence. No warm-up campaign.


Just a reel showing templates that spoke directly to my pain point. I clicked through, skimmed the sales page, and made the purchase in under 3 minutes.


But that decision wasn’t just about the ad. Here’s what was secretly at play:


  • It spoke my language — familiar terms, relevant framing.

  • It looked credible — a clean, professional landing page.

  • It felt low-risk — a discount from $299 to $49, making it a no-brainer.

  • It came with social proof — real-looking testimonials.

  • The founder had followers and credibility — enough to reassure me.

  • I was feeling the pain point right now — I’m hiring, and I need systems in place.


That. Last. Point. Is. Everything!



The Real  Trigger Is the Customer’s Timing


Yes, the ad was sharp. 

Yes, the offer was clear. 

Yes, the price helped.


But none of that would have converted me six months ago because I wasn’t in a place where I felt the need.


This is the part many founders miss.


You think people aren’t buying because your funnel’s broken. Or your copy isn’t clever enough. Or your CTA isn’t punchy.


But often, it’s not about you at all.



So, What Can You Control?


You can’t force someone to be ready. But you can make sure you’re there when they are.


Here’s how:


1. Get visible early


Offer value upfront. Be helpful before you pitch. Start the relationship before the customer even knows they need you.


2. Show up consistently


On social, in inboxes, through partnerships, in search results; wherever your audience hangs out. You want them to think of you when the timing is right.


3. Nurture quietly and persistently


Just because someone isn’t engaging doesn’t mean they’re not paying attention. Lurkers do buy.


4. Bust objections before they appear


Use testimonials. Share behind-the-scenes content. Be clear and direct in your messaging. Build credibility through every touchpoint.


5. Test offers, channels, and formats


Some people need education. Others need urgency. Some want a deal. Others want reassurance. Try different levers and track what resonates.


6. Use ads when you can


The reality is, platforms like Meta are good at finding people like me and you, people who match your ideal customer profile based on behaviour, interests, and psychographics. If you’ve got a bit of budget, test targeted ads. It can accelerate visibility and capture people at just the right moment. 




But Here’s the Other Big Truth…


That Instagram seller didn’t build trust overnight.

The sleek design, strong testimonials, polished product, let’s be real, none of that happened last week.


It’s the result of years of showing up, testing, refining, and building a brand that speaks directly to the right customer at the right time.


And that’s exactly what your job is too.


So no, there’s no “magic bullet.” 

But if you stay focused, stay visible, and build with intention - your moment will come.



Want help mapping your strategy, sharpening your funnel, and building that visibility without the guesswork?


The Think Boldly! Marketing Sprint launches this August. Just 10 seats. Early access is open now.


Think Boldly! helps founders and early-stage teams turn marketing chaos into strategic clarity.


From fractional CMO support and strategic projects to sprints and webinars, we meet you where you’re at, with tools, insights, and action plans you can confidently execute. With deep start-up and investor experience, we cut through the noise, move fast, and focus on what truly drives growth.

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