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Bad news: Most B2B buyers don’t trust our marketing claims. ​ ​So potential sales stall—or worse, die—while buyers stay stuck on the fence. And those case studies and testimonials you’re sharing like crazy aren’t enough. Why? Because buyers don’t have the proof they need to move forward. This is The Evidence Gap—and it’s costing you BIG time. But it doesn’t have to. Discover what evidence actually moves buyers to “yes” (and how to give it to them). ​ ​​→ Grab your free copy of The Evidence Gap now​ ​(Based on input from 600+ B2B marketers, sellers, and buyers)

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Imagine this…

You signed up for a 30-day fitness challenge a month ago.

It’s 5:45 a.m. on day 13, and your phone’s alarm clock starts blaring.

“Nooooo,” you moan, fumbling to silence that ear-piercing sound.

Your arms feel like noodles from yesterday’s workout.

Your fridge is full of kale you instantly regretted buying (why is it always so bitter?).

And all you want to do is catch a few more blissful minutes of sleep.

But then it happens.

Your fitness app pings you with a reminder: “Only 2 more workouts to hit your 2-week streak!”

You open the app and see that locked-away virtual trophy that’s almost yours: The 14-Day Club.

Suddenly, you’re wide awake.

You rip the covers off like Hulk Hogan tearing through a t-shirt, throw on your leggings, and start warming up next to your cat (who is clearly offended to be awake before the sun’s even up).

Why are you suddenly so motivated to work out?

In today’s edition of Why We Buy 🧠 we’ll explore the Goal Gradient Effect—why we are more motivated to act as we get closer to achieving a goal.

Let’s get into it.
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🧠 The Psychology of the Goal Gradient Effect

Psychologist Clark Hull first coined the term in 1932 when he observed that rats in a maze sped up as they got closer to the food reward.

It happens in humans, too.

Researchers found that members of a café’s rewards program (buy 10 coffees, get 1 free) began buying more frequently as they got closer to the reward.

But here’s where it gets really interesting…

They also found that when customers were given a 12-stamp card with 2 “bonus” stamps already filled in, they completed the card faster.

Yup—even though the actual number of required purchases was the same.

This indicates we’re motivated by our progress—even the illusion of it.

And the closer we get to a goal, the harder we work to cross the finish line.

That’s why progress—real *or* perceived—can be one of the most powerful motivators in your marketing toolbox.
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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

eCommerce​
​Show customers how close they are to their next win

Ulta offers free shipping if you spend $35.

And the second you add something to your cart, a sidebar pops up—right there on the product page—showing you exactly how much more you need to spend to unlock it.

That’s brilliant because it shows your progress while you’re still shopping, not after you’ve hit the cart page and your brain’s already tapped out.

So stocking up on other items feels like a no-brainer.

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Loyalty programs​
​Use instant progress to lock in loyalty

Starbucks Rewards clearly and simply defines your first goal: get a free drink after your first qualifying purchase.

Instead of decoding a complicated points system, that near-instant progress makes dropping $4.15 on a tall vanilla latte feel like a smart move.

But the sweetest part? You’re more likely to keep placing coffee orders to get closer to your next reward.
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​Apps​
​Make daily accomplishments visually trackable

Apple’s Fitness app doesn’t just track your movement—it shows it.

And each day, you’ve got three rings to close: Move, Exercise, and Stand.

As those rings fill in throughout the day, your motivation ramps up.

Because when you’re staring down 3 nearly-complete circles, your brain defaults to “Let’s finish this”—even if it’s 9:30 p.m. and magnetic memes on IG are calling your name.
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💥 The Short of It

Progress is addictive.

​The closer customers feel to hitting a goal, the harder they’ll push to reach the finish line (aka the “Thanks for your order!” page).

So show them just how close they are and make the next step impossible to skip.
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​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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