Thoughts:
“Selling to a sad person like they’re excited is like giving Red Bull to someone in a coma.”
“Low-state buyers want to feel seen. High-state buyers want to move fast. Your ad should do one—never both.”
“A good marketer doesn’t just understand what people want. They understand how people feel when they want it.”
Not every buyer is broke.
Some are just broken.
And if you don’t know which one you’re selling to…
Your creatives won’t convert.
And your whole funnel will feel like a leaky bucket.
Let me show you why…
Last year, someone I was coaching said…
“Moses, I’ve tested 7 video scripts and none worked. I think the product is bad.”
I said, “Nah. The problem is not your product. It’s how you’re talking to the market.”
See…
There are 2 types of buyers in e-commerce:
The tired ones, searching for help.
The hungry ones, searching for growth.
You’re either speaking to someone in low emotional state or high emotional state.
Most people are out here yelling “BUY NOW” when their market is in pain.
Or trying to pull a feel-good ad for a customer who is pissed and broke.
That’s like trying to tell someone who just lost their job to invest in real estate.
It’s tone-deaf.
It won’t work.
And it will frustrate you.
Here’s the truth:
People in low emotional states are tired, stuck, ashamed, broke, or fed up.
They’re looking for a WHY.
Why is this happening to me?
Why hasn’t anything worked?
And when they see your product, it’s not just a solution—it’s a lifeline.
Your ad is not “copy” to them.
It’s a cry of relief.
But high emotional state customers?
They’ve moved past “why”.
They want HOW.
They’re alert. Motivated. Focused.
And if you don’t understand this…
You’ll keep pitching “why” stories to people who just want “how to”.
Or worse, you’ll miss out on both.
Let me break down what I started doing that changed everything:
Write ads for the right state.
If your market is mostly beginners or people in pain (e.g., weight loss, health, delivery failure)… go deep into the WHY.
Your ad should feel like it’s pulling a splinter out of their soul.
Don’t be clever—be clear. Be real. Be raw.
Give hope. Then give HOW.
Once the WHY connects, switch gears.
Let them know, “It’s not your fault, but here’s what you can do about it…”
That’s when you pitch.
That’s when you introduce your framework.
For high state customers, lead with solutions.
They don’t have time for your sob story.
They want the 3 steps.
The blueprint. The cheat code.
Think: “Here’s how to get a clear skin without harmful chemical”
Selling to low-state is like pulling someone out of a well. You have to drop a rope.
Selling to high-state is like handing a ladder to someone halfway up. Just don’t waste their time.
Let’s paint a picture.
You’re selling a belly fat cream.
If your customer is a mum who’s tried 5 different solutions and nothing worked…
She’s in a low state.
Your ad should start with something like:
“Why your stomach is still bloated—no matter how many creams you’ve tried.”
Break her cycle. Give her hope. Walk her into the promise land.
But if your customer is a beauty salon owner who wants to upsell her clients and make more money…
She’s in a high state.
She wants to know:
“How to make ₦2k profit per sale from belly fat gel—without importing from China.”
You see the difference?
One person is in pain.
One person is chasing gain.
Different state.
Totally different ad.
Stat to chew on:
We tested 2 scripts. One led with “Why your ads aren’t working (even if you’ve tried everything).”
The other said “How to fix your e-commerce ads in 3 steps.”
The first one got 3x the watch time.
The second one got 2x the conversion.
Both worked.
Because we knew who we were talking to.
When I finally understood this emotional state thing…
My whole strategy changed.
I stopped forcing long boring VSLs on people who were busy.
I stopped doing aggressive hype copy on people who were already motivated.
Instead—I tailored every ad, funnel, and pitch…
Based on how the customer was feeling at that moment.
And you know what happened?
Ads started working again.
My creatives didn’t feel “off” anymore.
Conversions doubled. And I finally stopped overthinking shit.
Inside Ecommerce Success Launchpad (ESL), I break this all down in the realest way.
There’s a full section inside our “Modern E-commerce Marketing” module where I show:
How to create ad angles that match your customer’s emotional state
The 3-part content map that separates WHY buyers from HOW buyers
How to write your WhatsApp automation for both buyer types
We also show you how to fix your funnel so people don’t drop off after watching the ad.
Because what’s the point of writing a solid ad if your sales page is built for the wrong buyer?
If you’ve ever felt like…
“You know your product works, but people don’t get it.”
Or
“You’re doing everything right, but something still feels off…”
Then this is what you’ve been missing.
Let me teach you how to speak to the heart of your customer…
So they don’t just buy once – they stay, refer others, and turn into your biggest fans.
Join Ecommerce Success Launchpad now and stop making marketing harder than it should be
