They are seasoned.

They are high-intent.

And they are protective of their time, energy, and nervous systems.

When you compress their decision window aggressively, they don’t think:

“Ooo, exciting.”

They think:

“Why are you rushing me?”

If you’ve ever wondered why people hesitate to buy—especially when the offer is good, the price is fair, and the messaging is clear—you’re not alone. And the answer isn’t what most marketing advice would have you believe.

Because buyer hesitation isn’t about price.
And it’s rarely about confidence.

As a copywriter and strategist, I’ve been exploring what “unreasonable hospitality” means beyond food and service industries.

Here’s what it looks like in online business:

What is the actual job of this Black Friday promotion?

Some real, solid answers might be:

• “I want a quick cash injection before year-end.”

• “I want more people in my world—email list, community, low-ticket ecosystem.”

• “I want more book sales so I can boost my rankings and reviews. Best seller here I come!”

• “I want to do something special for my existing audience as a thank-you.”

Those are all valid. Strategy loves clarity.