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Imagine this…
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For the past six months, you’ve had an idea for an app.
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You know in your soul that people need a tool like this—it could change countless lives (and make you rich in the process). But every time you consider building it, your brain slams on the brakes.
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You’re not a software developer. You don’t have $20k to throw at an agency. And you definitely don’t have the time to watch YouTube tutorials in between meetings.
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Building software sounds… impossible. (You’re a marketer, not a coder).
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Every time you Google “how to build an app,” you end up drowning in jargon you can’t translate. 😖
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But during your latest search, you stumble across an AI-powered app builder called Lovable.
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It doesn’t look like the usual cold tech tools. Instead, there’s a big heart next to the brand name along with a simple AI chat interface:

So you type in the vision you have for your app.
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Two hours later, you’re chatting with AI and watching it bring your app to life.
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​How were you able to build a working app even though you’re not a software developer?
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​Today in Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.
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This week’s special issue is brought to you by Lovable—the brand that turns non-techies into software developers in just hours.
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​Let’s get into it…
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​🤑 A Look Inside Lovable

Just a year ago, Lovable wasn’t, well… lovable.​
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They were originally named ‘GPT Engineer’ and targeted software developers (aka the only people who could use it).
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The tech was impressive, but growth stalled after two lacklustre launches.
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So in late 2024, they made a big bet.
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​Lovable decided to give everyone the power to create the software they want just by chatting with an AI.
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​From building an internal tool that saves you 10 hours a week to validating your startup idea and getting your first paying customers, the possibilities are endless.

Clearly, the product pivot was hella smart. But that’s not the only major change GPT Engineer made...
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They also rebranded to something more human and approachable: Lovable.​
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​And growth skyrocketed.
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In less than three months, Lovable got 30,000 paying customers (aka $17M in annual revenue). Cooler still? 25,000 apps are being built on their platform every day.
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Today, Lovable is one of Europe’s fastest-growing startups, with no signs of slowing down.
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🧠 How Lovable Uses Buyer Psychology

​Lovable empowers everyday people to become software developers just by typing their ideas into a chat box. That’s a pretty lovable value proposition, right?
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Let’s look at some of the smart strategies they’re using to drive awareness and win customers...
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​Priming

Lovable’s (new) name and logo aren’t just delightful. They’re strategic.

Hearts signal affection and warmth.
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Combine that with the name “lovable,” and the user’s brain gets subtly primed to believe that they can use Lovable to create something that they—and their future customers—will fall in love with.
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​Lovable creates an emotional connection with users before they’ve even signed up. Smart, right? 😍

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IKEA Effect

To bring their software to life, Lovable users communicate their vision through an AI chat interface. From there, they customize flows, tweak designs, and watch their idea come to life, block by block.

Similar to putting together a piece of furniture from IKEA, the process of building with Lovable is simple. That said, it can be a bit challenging at times, depending on the complexity of what’s being built.
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But because users built the app with their own two hands (by typing), they feel more attached to the final product, and its perceived value increases in their minds. Behavioural scientists call this The IKEA Effect.
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Suddenly, this isn’t just “an app”—it’s “my app.” The pride users feel after shipping something they built themselves makes them more likely to share it and stay loyal to the brand that helped them do it. Win-win.​
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Gamification

Lovable’s Shipped series is a 6-week hype machine disguised as an idea accelerator.
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Builders who are accepted into this coveted program get over $3M in perks with no equity taken. But that’s just the start of the fun.
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They compete against other builders over the course of 6 weeks and post their weekly progress, vying for the number one spot on the global leaderboard.

By turning project launches into public, supportive competition, Lovable gamifies the building process, making it more fun.
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Instead of losing interest (and letting their idea die), builders are more likely to stick with the process and ship their lovable product.

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🤔 Thinking About Your Business

​Lovable skyrocketed to $17,000,000 ARR within three months. But you don’t necessarily need a product pivot to see lightning-fast success.
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Ask yourself…
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​Q: Are you infusing delight into your marketing?

Small surprises can leave BIG impressions. A playful line of copy, charming visual, or even an unexpected thank-you can build a lasting emotional connection. When something feels good, your brand becomes a positive experience that customers want to live again and again. That’s why delight isn’t decoration. It’s differentiation.
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​Q: How are you helping customers feel proud of their progress?

People value something more when they’ve had a hand in building it. Find ways where you can let customers personalize, customize, or contribute in visible ways. But here’s the key: Celebrate their work. That pride makes them more likely to rave about what they’ve created (and create priceless word-of-mouth marketing for you).
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​Q: Can you make your product experience feel like a game worth playing?

Find creative ways to reward progress, not just outcomes. Whether it’s badges, leaderboards, shoutouts, or tiered rewards, gamification doesn’t just add fun—it adds a level of stickiness that keeps customers motivated *and* engaged with your brand.

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💥 The Short of It

Just 12 months ago, if you wanted to build the software of your dreams, you basically had to know how to code.
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​Lovable broke down that barrier—forever.
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Now, if you can imagine it, you can build it—from interactive CVs that help you land your dream job to personal admin tools that make weekly planning a breeze.
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​No wonder millions have already used Lovable to turn their business idea into reality. ​
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Wanna join them and finally bring your software idea to life?
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​Click here to start building for free now >​
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​​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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