The 5 Love Languages… But Make it Business: How to Sell with Heart
If you’ve ever tried to talk about your offer and suddenly felt like you’re starring in an awkward infomercial… you’re not alone. So many service providers wrestle with this. They want clients, but they don’t want to feel slimy in the process.
Enter: soft selling - the antidote to salesy awkwardness.
Instead of pressure and urgency, soft selling is about showing up with empathy, connection, and care. In other words: selling with heart.
Now, you’ve probably heard of the 5 love languages - the different ways people give and receive love. It’s usually talked about in the context of romantic relationships.
Here’s a fun twist: the framework actually works beautifully in business, too.
Think of them as five different ways you can connect with clients more deeply, whether you’re writing copy, showing up on Instagram, or nurturing your email list.
But before we dive into how the five love languages can shape your soft selling, let’s take a look at why this approach works so well.
The Case for Soft Selling
Soft selling is the cozy mug of coffee in a world full of energy drinks. It doesn’t jolt people with gimmicks or false urgency - it warms them up with genuine care .
When you focus on connection over conversion, your audience doesn’t just feel pitched to. They feel understood, supported, and valued. That’s what turns casual browsers into loyal clients who keep coming back.
So, let’s explore how we can use the five love languages in business to inspire a softer, more human approach to selling:
#1: Words of Affirmation
For some clients, nothing feels better than encouragement. In business, this love language shows up through affirming copy and uplifting testimonials.
Think about your CTAs: instead of “Buy now before it’s too late,” try swapping it for “You deserve this next step forward.” One feels like pressure, the other feels like a cheerleader in your corner.
And don’t underestimate the power of sharing client love! Testimonials are words of affirmation that help future clients feel safe and confident in choosing you.
Ideas to try:
Sprinkle in affirming phrases like “you deserve,” “you’re ready,” or “this is for you” into your calls-to-action.
Share client testimonials on your website or social media.
Write a warm welcome sequence for your email list that feels like a cheerleader pep talk.
#2: Acts of Service
Some people feel most cared for when you do something for them. In marketing, that looks like offering helpful resources: blog posts, guides, quick tips, or thoughtful checklists.
This is the essence of selling with heart. You’re not just asking for a sale, you’re giving your community tools they can use right away. Even a simple Instagram post that eases a small pain point is an act of service.
Ideas to try:
Create a freebie or downloadable guide that solves one specific problem.
Share quick “how-to” tips on Instagram Stories.
Write blogs that answer common client questions before they even ask.
#3: Receiving Gifts
Who doesn’t love a little gift? In soft selling, this doesn’t mean showering clients with discounts. It’s about small, thoughtful gestures that make them feel appreciated.
Think: an unexpected bonus resource, a loyalty perk for repeat clients, or maybe even a donation to a cause in your client’s honor after a project. These gifts build connection while showing your clients you see them as whole people, not transactions.
Ideas to try:
Add a surprise bonus to your client onboarding packet.
Offer returning clients a small “thank you” perk.
Donate a portion of your project fee to a cause that aligns with your client’s values.
#4: Quality Time
Some clients crave quality time. For them, the deepest connection comes when you slow down and give your full attention.
That might mean an unhurried discovery call, a personalized voice note reply, or simply showing up consistently in your community. Even your social media presence can reflect this: are you truly engaging in conversations, or just broadcasting?
Soft selling thrives on presence.
Ideas to try:
Set aside extra time for client Q&As during calls.
Reply to comments and DMs with thoughtful, genuine responses.
Use personalized video or audio messages to connect with leads.
#5: Physical Touch
This one might feel tricky if you run a service-based business - but it’s not impossible. Physical touch in marketing is really about creating a sensory, human experience.
That could look like cozy, tactile brand visuals, thoughtful packaging if you sell products, or even using warm, inviting sensory words in your copy. You can make your brand feel like a handshake, a hug, or a cozy blanket - without ever leaving the digital world.
And if you want a brilliant example of this love language in action, take a peek at what my friend Marta of Studio Stoked is doing. As a brand designer & packaging strategist, her work illustrates how thoughtful packaging can transform a customer experience into something tangible and memorable. She shared this reel on Instagram that beautifully demonstrates how packaging can be part of your client love language.
Ideas to try:
Use sensory-rich words in your copy (warm, cozy, vibrant, tactile).
If product-based, invest in thoughtful, memorable packaging.
Incorporate textures, doodles, or warm imagery into your brand visuals.
Selling with Heart
You don’t need to hit all five love languages at once. Instead, notice which ones feel natural for you & your business and lean into them.
The heart of soft selling is this: isn’t about tactics - it’s about relationships. When you connect with clients in the ways they feel most valued, you earn trust and build loyalty.
Remember that infomercial we started with? That awkward, cringey version of selling nobody enjoys? Soft selling flips that script. By bringing the 5 love languages into your business, you’ll not only ease the pressure of selling, you’ll also remind your clients of something simple but powerful:
They matter. And so do you.
Action step of the week:
Revisit your ideal client avatar/profile (or think about your favorite client). Ask yourself: What’s their love language? Then brainstorm one way you could bring that into your marketing this week.
FAQ: The 5 Love Languages of Soft Selling
Q: Do I need to use all 5 love languages in my business?
A: Not at all. Start with the one or two that feel most natural for you and your clients. Soft selling is about ease, not overwhelm.
Q: Does this work for product-based businesses, too?
A: Definitely! Acts of Service, Receiving Gifts, and Physical Touch are especially powerful for product-based brands - but Words of Affirmation and Quality Time can still shine through your messaging and customer care.
Q: How do I know which love language resonates most with my clients?
A: Pay attention to how they respond. Do they light up and respond when you share testimonials (Words of Affirmation)? Do they gush over your thoughtful packaging (Physical Touch)? Their reactions will often tell you their “business love language.”
You matter, your clients matter, and your words should show it. If you’d love copy that speaks your clients’ love language and helps you sell with heart, that’s my specialty. Take a peek at my services and find the fit that feels right for you.
