Rebel Uprising Podcast

How Emotions are Key to Closing More Sales

We often underestimate the power of emotions to build connection with our people, even though we often use emotions to help measure the deliverables and outcomes of our services.

So, if you're starting to feel like your sales are stalling out in your business, the best thing that you can do is take inventory of what role emotion is playing in your conversations and your intention behind connecting with your audience.

Previously we talked about the ACC way: attention, conversation, and connection. Today's episode is all about that last piece of connection.

At the root of connection is knowing your audience's pain points while also being empathetic, but the problem that a lot of business owners face is making the mistake of thinking the two are same.

The best way to illustrate the difference is if you see someone with a broken leg and you go up to them and you're like, “Ah,
man that must be super painful. How are you feeling? How are you doing? Is there anything that I can do for you? Is there anything you need? How can I help you?”  You're creating this conversation. You're showing empathy and that you care.

However, if you see a person with a broken leg and you go up and you kick them in the leg repeatedly, that's poking at their pain points. You're making them feel worse, not better.

You have to make sure that in your marketing and in your messaging you're perfectly balancing that trust and empathy factor through the stories that you tell. I'm sharing how to do this on the full episode of this week's episode of Rebel Uprising.

Listen in or read through the transcript below:

Resources mentioned in this episode

Small Business Boss Podcast
What To Think About When Your Audience Growth Stalls Out
Why You're Not Getting Any Leads and What To Do About It
Schedule a call with me

Confession: ever since I scripted this episode of the pod, I've had Whitney Houston's “I get so emotional, baby, every time I think of you” stuck in my head on repeat. I mean, that's the power of a catchy song and a song that you make an emotional connection with! And one of my favorite questions that I asked to my clients is, “How do you want your clients to feel like after they experienced working with you? After they've received the result that they have been working on?” How do you want them to feel? Ecstatic, relieved, excited, renewed --  what is that emotion? I think we often underestimate the power of emotions to build connection with our people. 

And also thinking about the emotion behind the content we're creating, because that emotional connection is part of how we forge the know, like, and trust factor. So when sales start to stall out in our business, the question is not about how do you sell more or close more or what kind of technique should you be using, but the real question is about the emotion that you are bringing into those conversations, and also being intentional about how you're connecting with your people first. 

That's exactly what we're going to talk about on today's podcast: how emotions are key to closing more sales. So let's dive in.

You’re listening to the Rebel Uprising podcast. This podcast is dedicated to helping passionate business owners become recognized leaders who make more money and impact the world by turning their messy, complicated ideas into thriving thought leadership businesses.

I’m your host Dr. Michelle Mazur, and I’ll be your no-BS guide in the art of building a business that gets noticed. Each week I share strategies, tools, and insights into how to turn your complicated ideas into great messaging and solid business structure.

Are you ready to create an uprising in your industry? Let’s do this.

So in the previous episodes of the podcast, we have been looking at the ACC Way. Which is how our messaging and marketing has three fundamental jobs. So job one is capturing attention, job number two is creating conversations, and job number three is about the connection we’re cultivating with people. 

And if your sales are stalling out, you're seeing a dip in cash flow, and you feel like you're doing a really good job getting people's attention, creating conversations that nurture people and help them raise their hands and say, “yes,” it's time to look at how you are creating an emotional connection.  Because there are lots of reasons that sales can stall out and they are beyond the scope of this podcast. But really thinking about this first before you change up the system.

So let's talk about the final part of the ACC Way and connection and how you establish an emotional connection that builds the know, like, and trust factor, and also empathizes with your people. 

So if you're great at capturing attention, great at creating conversations, but people are not hiring you and your sales have stalled out, well, that's a connection problem. Unless you're dwelling under a rock, you've heard all about the know, like, and trust factor. That you have to build this in with your audience. You've got to have it if you want people to follow you and buy from you.

The thing with messaging and marketing -- yes, your Three Word Rebellion -- can help you create connection. Your client journey can create connections as well, but you also have to be making sure that you're cultivating empathy along the way. People just want to feel like they belong. People want to feel seen and heard. They want to know that you get them, like really, really deeply understand them. You understand their experience and you empathize with their problems. And our messaging and marketing needs to do this. 

There is a difference between empathy and poking on pain points. So let's spend a hot minute talking about the difference between poking at pain points and being empathetic, because I feel like there's a lot of confusion. And the best way to illustrate that is if you see someone with a broken leg and you go up to them and you're like, “Ugh, man that must be super painful. How are you feeling? How are you doing?” And they tell you. And then you're like, “Hey, is there anything that I can do for you? Is there anything you need? How can I help you?” You're creating this conversation. You're showing empathy and that you care.

However, if you see a person with a broken leg and you go up and you kick them in the leg repeatedly, that's poking at their pain points. You're making them feel worse, not better through your marketing and your message.

So how do we create this know, like, trust, plus empathy factor? We do it by telling stories, right? Your client's stories, your stories, heck, even research can be stories. The story is how the right person for your business actually sees herself. In what your creating, they see how the solution applies to them. They see themselves in the problems you're talking about, the language that you're using.

So if you're having issues about closing, you're closing the sale.  Ask yourself about how are you making this? How are you making an emotional connection? One question to think about is how are you establishing trust in the conversations you're creating both in those sales conversations, in your emails online or wherever you're making offers. How are you establishing trust?

And if you want to dive deeper into this idea of trust, my friend, Maggie Patterson over at Small Business Boss has a great podcast on Trust DNA that dives deep into the intricacies of trust. I'll hook it up in the show notes. It's definitely worth checking out if you're struggling with like, how do I develop trust?

The second question to ask yourself is how are you showing your people that you truly understand them? That you empathize with them? And are you telling clients stories they can actually relate to? Because this is kind of like a side rant that I have, but most testimonials I see are kind of those results, not typical testimonials that we can't really relate to. So how can you tell client stories that your right person can relate to and really feel like you understand them?

And then the final question to think about is how are you using your marketing and your message to create know and like, and not just educate, but to show people that you really know your stuff and that they can relate to you and that also goes back to story. 

Alright. So on the past three podcast episodes -- and I'll link these all in the show notes -- we have talked about the three major stall outs of a business. And triaged the marketing and the message. So we talked about what happens when audience growth stalls out, what happens when lead generation stalls out, what happens when sales start to stall out, and something you can do and how you can start diagnosing and getting under the hood.

What's important to remember is your message powers everything you do in your business. It's how you capture attention, create conversations, and cultivate connection. And when we apply our message and know what to say to our marketing strategies and our marketing tactics, then your business engine revs too life and everything becomes easier and less effortful in your business. I promise.

Now if through the course of these three podcast episodes you've realized that your efforts to capture attention, create conversation, or cultivate connection are missing the mark and any way, shape or form, I'd love to talk to you about creating a message that powers your marketing and sales. A message that demands attention, creates curiosity so clients clamor to work with you faster than before.

I invite you to request a chat with me about the Three Word Rebellion Messaging Intensive, and we can talk about whether it's the right next step for your business. As you know, I'm on a mission to help more amazing business owners communicate about the transformative work they do so more people know about them and they can sell and serve more. So let's talk, you can get all the details and request a chat with me at

And remember, you have more control than you think to fix the stalls in your business and take control of growing your audience, generating the leads, and closing the sale. Get under the hood, diagnose the problem, and fix what's wrong. And then your business will roar back to life.  

Thank you for listening all the way to the end of the show. You’re support means the world to me. Did you know the Rebel Uprising podcast has a quiz that can help you pinpoint your number one way to create an audience of superfans while staying true to your unique personality? We do! It’s called What’s Your Rebel Roadmap to Exponential impact and Influence and you can take it at

If you’re loving the podcast, do us a favor and rate and leave us a quick 5-star review wherever you listen to your podcasts. Until next time, remember, your ideas matter. And now get back out there and cause an uprising in your industry. You’ve got this!

Create Your One-of-a-Kind Message

Your 3 Word Rebellion is the Key to Growing Your Business & Impact

Yes! I’m ready to rebel!

Pin It on Pinterest

Share This



Create your one-of-a-kind message that is the ultimate hook and the message you want to be known for!

The 3 Word Rebellion is the key to go from business owner to thought leader.

Read our Privacy Notice. Unsubscribe anytime.