From ‘Maybe’ to ‘Yes’: The Simple Language Shift That Sells More
Backed by behavioral science, this subtle wording tweak can nudge more customers to act, without pushy sales tactics or big marketing budgets.
If you’ve ever told a customer, “You can sign up for our newsletter,” you’ve probably watched a lot of them… not sign up.
It’s not that they didn’t like you. It’s that the phrasing puts the decision entirely on them, and humans are surprisingly good at putting decisions off.
But what if, instead of asking if they wanted to join, you spoke as if it was already set up for them? Something like, “I’ve saved you a spot on our VIP list.”
It feels warmer, more confident, and, as new research shows, is much more likely to get a yes. The best part? You can do it without changing your prices, your products, or your actual policies. Just a few small shifts in language can make a big difference in how many customers take the next step.
Why Assuming a ‘Yes’ Works Better Than Asking for One
Behavioral scientists call this presumed-consent language. It’s a way of phrasing offers that assumes a yes, while still giving people an easy way to say no.
In a recent Journal of Marketing study, replacing phrases like “You can receive a skin check or not” with “A skin check has been arranged for you” increased click-through rates from 26% to 42%, even though participants still had to take action to book the appointment.
Why does it work?
For services or experiences, it comes across as an endorsement: “This is what we recommend for you.”
For physical products, it can spark a sense of ownership: “This is already yours.”
Although this study tested the effect in a healthcare setting, the same psychology applies anywhere customers have to decide whether to take the next step. And the best part? You can start weaving it into your marketing today.
How to Use Presumed-Consent Language in Your Marketing
You don’t need to rewrite every line of your marketing to benefit from this approach. A few well-placed wording changes at key moments in the customer journey can make a noticeable difference in how often people say yes.
Below are four simple ways to start incorporating presumed-consent language into your business, along with examples that you can adapt to fit your offers, brand voice, and audience.
1. Swap ‘Permission-Seeking’ for ‘Presumed-Arranged’
Most small business marketing is written like a polite invitation: “You can sign up if you’re interested.”
It sounds friendly, but it also leaves the decision entirely in the customer’s hands, making it easier for them to put it off (or forget).
Presumed-arranged language flips that script. Instead of asking if they want to act, speak as if the next step is already set up for them, while still making it easy for them to decline.
Here’s the difference:
That tiny shift changes the feel of the offer. It’s no longer a question you have to think about; it’s a friendly next step that’s already in motion.
2. Match Your Wording to What You’re Selling
The Journal of Marketing researchers found that the reason why presumed-consent language works depends on the type of offer, namely, whether you’re offering a product or a service:
For services or experiences (things you can’t touch), it works because it feels like an endorsement. Customers read your phrasing as, “This is what we recommend for you.”
For physical products (things you can touch), it works because it creates ownership. It feels like the item is already theirs.
Here’s how to tailor your language:
When you match the wording to the offer, you tap into the right psychological trigger, whether it’s a trusted recommendation or the pull of already owning something.
3. Build It Into Your Customer Touchpoints
Once you start listening for presumed-consent language, you’ll notice dozens of places to apply this language in your marketing: in emails, on your website, even in casual in-store conversations. The key is to ensure that it feels natural at every customer touchpoint.
Here are a few easy swaps to get started:
You don’t need to overhaul every word of your marketing. Start by picking one or two key points in the customer journey where hesitation is common, and test a presumed-consent version there first.
4. Keep It Ethical
Presumed-consent language is powerful, which is why it needs to be used with care. The goal isn’t to trick people, it’s to make it easier for them to follow through on something they already want.
A few guardrails to keep it customer-friendly:
Make declining as easy as accepting. A one-click “no thanks” or clear opt-out keeps the interaction respectful.
Use it for genuinely beneficial offers. Use this strategy for loyalty rewards, free samples, helpful services, but not high-pressure upsells or risky commitments.
Avoid pairing it with aggressive scarcity or hard-sell tactics. “Your spot is reserved” feels warm; “Your spot is reserved – act now or lose it forever!” feels manipulative.
Be transparent. If something requires action or payment later, say so plainly.
When you use this approach in good faith, customers experience it as thoughtful, confident service rather than pushy marketing.
Make the ‘Presumed Yes’ Work for You
Presumed-consent language is all about removing friction from a decision they already want to make. By framing your offers as if the “yes” is already in motion, you make it easier for customers to follow through.
Start small: pick one place in your marketing—a headline, a subject line, an in-store script—and test a presumed-consent version against what you use now. Track the difference in clicks, sign-ups, or sales. Then, take what you’ve learned and apply it somewhere else.
Chances are, you’ll see more people saying yes simply by changing your words.
To endless possibilities,
Casandra
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