5 DARK Psychology Secrets That Make Clients CHASE YOU (Full Masterclass)

You're about to watch something that took me over a decade to figure out. Not tactics, not scripts, not some guru nonsense that sounds good but doesn't actually work. This is the actual psychology that makes clients chase you, close themselves, and pay premium prices without you ever feeling salesy. You see this red button? In the first video, I'm going to show you exactly why you wanting to press it right now is the same psychological trigger that makes clients chase you instead of the other way around. Now, here's the thing. Most people will watch the first video, maybe the second, and then click away thinking that they got it. They didn't get anything. Because what you learn in video number one about the gatekeeper method, it unlocks what happens in video three with the black sand. And what clicks in video 4 transforms everything by video six. So, if you're serious about building a business that doesn't require you to beg for clients, block out the next couple hours. Let's start with the red button. Can I tell you a secret? There's one psychological trigger that completely flips the sales game. So, instead of chasing clients, they start chasing you. It works so well the first time I used it, I honestly felt like I was cheating. Now, you might have noticed I've got a big red button sitting here on my desk. I'll explain why in just a minute. But first, here's what most people get wrong about sales. They try to convince people to buy when they should be making clients prove they're a good fit. I know that sounds backwards, but it's exactly what keeps people stuck trying to prove their worth instead of making clients prove theirs. When I started using this trigger, prospects started saying things like, "What do I need to do to work with you?" No chasing, no awkward follow-ups, just inbound demand. And this isn't just theory. I've used this same principle to help business owners, entrepreneurs, and creators land million-dollar clients, including teams at Google and Amazon, Meta, and other brands you've definitely heard of. So, in this video, I'm going to show you what this psychological trigger is, the surprising science behind why it works, and how to apply it right away and flip the dynamic in every client conversation. Plus, I'll give you a simple four-word phrase backed by 42 studies that doubles your close rate. But first, let me show you exactly what this red button has to do with all of it. Okay, so here's the psychological principle that makes this work. And this is backed by decades of research. It's called psychological reactance, but I like to call it the red button effect. Imagine for a second you walk into a room and there's a big red button with a sign above it that says, "Do not press." Well, what's the first thing that you want to do? Press it. Obviously, that's reactance in action. Think about when you were a kid and your parents said, "Don't go in that room." Well, what's the first thing you wanted to do? Go in that room. It wasn't because the room was interesting. It was because someone told you that you couldn't. And the moment that someone restricts your access to something, even something that you didn't even care about just a few seconds ago, your brain perceives it as a threat to your freedom. And threats to freedom trigger an almost primal urge to restore that freedom immediately. Here's what the research shows. Back in the 1960s, psychologist Jack Brehm discovered something fascinating about human behavior. When people feel their freedom is being threatened or limited in any capacity, they experience psychological reactance, which is an intense motivation to restore that freedom. In other words, the moment you make something feel limited or restricted or hard to get, people want it more. This is why kids want the toy that their sibling is playing with, or people want to get into the exclusive club with a line outside, and buyers want the product that's almost always sold out. But here's where most business owners get this completely wrong. They think scarcity means saying, "I only have three spots left," or, "This offer expires Friday." But that's not psychological reactance. That's just usually fake scarcity, and your prospects can smell it a mile away. Real psychological reactance happens when you make people feel like they need to qualify to work with you. Let me say that again because this is critical. You're not creating fake scarcity around your availability. You're creating real selectivity around who you choose to work with. And the moment someone feels like they might not qualify, like they might not be good enough for you, well, their brain kicks into overdrive trying to prove that they are. That is when they start chasing you. And the science behind this is fascinating. When someone perceives themselves as being evaluated or judged, they automatically shift from, "Do I want this?" to, "Am I good enough for this?" And that simple shift, well, it changes everything because now they're trying to convince you instead of you trying to convince them. Stanford research on social psychology shows that people value things more when they have to work for them. And one of the most powerful forms of work is proving you're worthy of something. This is why people will camp outside a store for a limited edition sneaker drop, but won't buy the same shoe sitting on a shelf, or why exclusive clubs with velvet ropes and strict door policies are more desirable than places that let anyone walk in. The harder something is to get, the more we want it. Not because the thing itself changed, but because the challenge of getting it makes it feel more valuable. So, when you make prospects feel like they need to qualify to work with you, they subconsciously assign more value to your services, not because your services changed, but because the context changed. Now, at this point, you may be thinking, "That sounds great, Adam, but how do I actually do this without sounding like an arrogant jerk?" Good question, my friend. Good question, and that's exactly what I'm about to show you. But before I show you how to do this, right, let me first show you what I used to do because it was a total disaster and the perfect example of what not to do. So, here's how things used to go. I'd get on sales calls and I'd be in full sales mode. So, here's what we do. Here's how it works. Here's why it's amazing. Here's our results. Now, usually the prospect would listen politely and then say, "This sounds good. Let me think about it and uh I'll get back to you." And then nothing. Everyone ghosted. I'd chase up with them with a series of follow-up emails. Hey, just checking in. Do you have any questions? Are you still interested? It was exhausting and it didn't work. Which just so happened to be two of my least favorite things. And all because the entire time I was the one trying to convince them. I was the one chasing. And when you're chasing, you're already losing. So I flipped the script and everything changed. That's why I want to give you the exact framework I used, the same one I've used to land five and six figure clients in under 30 minutes without pitching, without persuading, without pushing. I call it the gatekeeper method. And it works because it shifts you from being a salesperson to being the one that they have to impress. Think of it like applying for a membership at some exclusive country club. You don't just walk in and demand a membership card. You submit an application. You provide references. And you hope that the board votes you in. That's the energy that this framework creates. And it's made up of four simple moves. So, let me walk you through each one now. Starting with move number one, the gatekeeper open, which takes place in the first 60 seconds of any conversation. Most people start sales conversations like this. Thanks for reaching out. I'd love to tell you about what we do. But that immediately positions you as the one trying to sell.

without you ever feeling salesy. You see this red button? In the first video, I'm going to show you exactly why you wanting to press it right now is the same psychological trigger that makes clients chase you instead of the other

way around. Now, here's the thing. Most people will watch the first video, maybe the second, and then click away thinking that they got it. They didn't get anything. Because what you learn in video number one about the gatekeeper

method, it unlocks what happens in video three with the black sand. And what clicks in video 4 transforms everything by video six. So, if you're serious about building a business that doesn't require you to beg for clients, block

out the next couple hours. Let's start with the red button. Can I tell you a secret? There's one psychological trigger that completely flips the sales game. So, instead of chasing clients, they start chasing you.

It works so well the first time I used it, I honestly felt like I was cheating.

Now, you might have noticed I've got a big red button sitting here on my desk.

I'll explain why in just a minute. But first, here's what most people get wrong about sales. They try to convince people to buy when they should be making clients prove they're a good fit. I know that sounds backwards, but it's exactly

what keeps people stuck trying to prove their worth instead of making clients prove theirs. When I started using this trigger, prospects started saying things like, "What do I need to do to work with you?" No chasing, no awkward follow-ups,

just inbound demand. And this isn't just theory. I've used this same principle to help business owners, entrepreneurs, and creators land million-dollar clients, including teams at Google and Amazon, Meta, and other brands you've definitely heard of. So, in this video, I'm going

to show you what this psychological trigger is, the surprising science behind why it works, and how to apply it right away and flip the dynamic in every client conversation. Plus, I'll give you a simple four-word phrase backed by 42

studies that doubles your close rate. But first, let me show you exactly what this red button has to do with all of it.

Okay, so here's the psychological principle that makes this work. And this is backed by decades of research. It's called psychological reactance, but I like to call it the red button effect.

Imagine for a second you walk into a room and there's a big red button with a sign above it that says, "Do not press." Well, what's the first thing that you want to do? Press it. Obviously, that's reactants in action. Think about when

you were a kid and your parents said, "Don't go in that room." Well, what's the first thing you wanted to do? go in that room. It wasn't because the room was interesting. It was because someone told you that you couldn't. And the

moment that someone restricts your access to something, even something that you didn't even care about just a few seconds ago, your brain perceives it as a threat to your freedom. And threats to freedom trigger an almost primal urge to

restore that freedom immediately. Here's what the research shows. Back in the 1960s, psychologist Jack Bream discovered something fascinating about human behavior. When people feel their freedom is being threatened or limited in any capacity, they experience psychological reactance, which is an

intense motivation to restore that freedom. In other words, the moment you make something feel limited or restricted or hard to get, people want it more. This is why kids want the toy that their sibling is playing with, or

people want to get into the exclusive club with a line outside, and buyers want the product that's almost always sold out. But here's where most business owners get this completely wrong. They think scarcity means saying, "I only have three spots left," or, "This offer

expires Friday." But that's not psychological reactance. That's just usually fake scarcity, and your prospects can smell it a mile away. Real psychological reactance happens when you make people feel like they need to qualify to work with you. Let me say

that again because this is critical. You're not creating fake scarcity around your availability. You're creating real selectivity around who you choose to work with. And the moment someone feels like they might not qualify, like they might not be good enough for you, well,

their brain kicks into overdrive trying to prove that they are, that is when they start chasing you. And the science behind this is fascinating. When someone perceives themselves as being evaluated or judged, they automatically shift from, "Do I want this?" to, "Am I good

enough for this?" And that simple shift, well, it changes everything because now they're trying to convince you instead of you trying to convince them. Stanford research on social psychology shows that people value things more when they have to work for them. And one of the most

powerful forms of work is proving you're worthy of something. This is why people will camp outside a store for a limited edition sneaker drop, but won't buy the same shoe sitting on a shelf, or why exclusive clubs with velvet ropes and

strict door policies are more desirable than places that let anyone walk in. The harder something is to get, the more we want it. Not because the thing itself changed, but because the challenge of getting it makes it feel more valuable.

So, when you make prospects feel like they need to qualify to work with you, they subconsciously assign more value to your services, not because your services changed, but because the context changed. Now, at this point, you may be

thinking, "That sounds great, Adam, but how do I actually do this without sounding like an arrogant jerk?" Good question, my friend. Good question, and that's exactly what I'm about to show you. But before I show you how to do

this, right, let me first show you what I used to do because it was a total disaster and the perfect example of what not to do.

So, here's how things used to go. I'd get on sales calls and I'd be in full sales mode. So, here's what we do.

Here's how it works. Here's why it's amazing. Here's our results. Now, usually the prospect would listen politely and then say, "This sounds good. Let me think about it and uh I'll get back to you." And then nothing.

Everyone ghosted. I'd chase up with them with a series of follow-up emails. Hey, just checking in. Do you have any questions? Are you still interested? It was exhausting and it didn't work. Which just so happened to be two of my least

favorite things. And all because the entire time I was the one trying to convince them. I was the one chasing.

And when you're chasing, you're already losing. So I flipped the script and everything changed. That's why I want to give you the exact framework I used, the same one I've used to land five and six figure clients in under 30 minutes

without pitching, without persuading, without pushing. I call it the gatekeeper method. And it works because it shifts you from being a salesperson to being the one that they have to impress. Think of it like applying for a membership at some exclusive country

club. You don't just walk in and demand a membership card. You submit an application. You provide references. And you hope that the board votes you in.

That's the energy that this framework creates. And it's made up of four simple moves. So, let me walk you through each one now. Starting with move number one, the gatekeeper open, which takes place in the first 60 seconds of any

conversation. Most people start sales conversations like this. Thanks for reaching out. I'd love to tell you about what we do. But that immediately positions you as the one trying to sell.

Instead, I start with the gatekeeper open. That goes like this. Thanks for reaching out. Before we dive in, I want to make sure we're a good fit. I'd hate for either of us to waste time if this isn't the right approach for where

you're at. I've learned my method works really well for certain situations, but not all. Does that make sense? So, watch what just happened here. You didn't say no. You didn't create fake scarcity. You just implied that there's a

qualification process, and they might not pass it. And when you do this, their brain immediately shifts from should I buy to am I good enough.

Psychologically, what you just did was trigger reactants. Their brain just registered that working with you isn't guaranteed. It might not even be available to them. And the moment that that happens, they want it more. It's like that red button. The moment you

hint, they might not be able to push it. They want to push it even more. Or to put it another way, you're the one that's holding the velvet rope to an exclusive party, and they just realize that they might not make the list. Okay,

let's keep going with move number two, the criteria reveal, which happens around minutes 2 to 5 of the conversation. So, now that you've established that you're the gatekeeper, you need to reveal your criteria.

Otherwise, kind of just sounds like you're posturing. So, here's how I do it. I say something like, "The reason I ask is because I found this approach works best for people who are already generating revenue but feel stuck. For

example, clients who know their business works, but can't figure out why their marketing isn't consistent tend to see results fast. People who need a few weeks to think it over usually end up not moving forward. And I'd hate for

that to happen. So, here's what's going on behind the scenes. You gave them two clear paths. Path one, I'm already making money but stuck. I want results fast. That's the good path. Path two, I need weeks to think about it. This is

the path that goes nowhere. They will always choose to see themselves as path one. And the moment they do that, well, they've just sold themselves to you. You created a self- selection mechanism. You set the bar and they started reaching

for it. Okay, move number three, the mirror close, which happens around the 5 to 10 minute mark. Now, sadly, this is where most people completely mess it up.

Everything's going good, things are flowing smoothly, but then they get to the end of the conversation and say something silly like, "So, would you like to move forward?" Bad move. That's you selling them again. Just like that, you undid all of the psychological

positioning that you built before. This is why instead I use the mirror close, and it goes something like this. From everything you've just told me, I think this would work really well for you. The real question, though, is does this feel

like the right fit for what you're trying to accomplish? That's a powerful line because watch what just happened.

You decided they're qualified. So, you took that pressure off them. Now, the only question is whether they think it's right, which means you've completely flipped the power dynamic. And here's the psychology behind this. By telling them they're already a great fit, you

remove that, "Am I good enough?" pressure, which means that reactance trigger is gone. But by asking them to decide, you created something even more powerful. Commitment to their own identity. The moment they say, even internally, I'm the type of person who

takes action, you just handed them a mirror. Now, if they hesitate, they're not saying no to you. They're contradicting themselves. And people hate doing that. So instead, they commit even harder. Okay, let's move on to move number four, the final filter, also

known as the close. If they say yes, you don't celebrate. You confirm by saying something like, "Perfect. Just so I'm clear, you're ready to implement this week, right?" Because, like I mentioned, this only works if you're the type of

person who takes action quickly. What you're doing here is reinforcing their self-image as someone who implements fast. You're also creating one final qualification hurdle, which makes them even more committed to proving they're the right fit. But here's the key. You

don't stop there. Instead, you move on to part two by adding one simple forward phrase that changes everything. And that phrase is, "But you are free." Let me explain. Back in 2013, communication researcher Christopher Carpenter analyzed 42 different studies and found

that simply adding a phrase like, "But you are free to accept or refuse," to the end of a request significantly increased compliance rates. So, why does this work? Well, it's because it removes psychological pressure. The moment you emphasize someone's freedom to say no,

they stop feeling sold to. It's like offering someone an open door and the moment they see it, they slam it shut themselves to prove they're saying.

Essentially, you're giving them a genuine out. And paradoxically, when people feel that freedom, when they know that they can just walk away without any judgment, they're more likely to say yes. This is because you're acknowledging their autonomy. You're

making it clear that they're in control, and that removes all resistance. Now, the exact words that you use here don't matter as much as making sure that you emphasize their freedom. For example, you could say, "You're free to choose."

or obviously no pressure or if you need more time, you're completely free to take it. That kind of thing. So, what do you do then if they do hesitate? I mean, you just open the door for them. What if

they actually walk out? Well, if they hesitate here, the answer is to pull back even more by saying something like, "No worries at all if you need more time. You're completely free to take as long as you need. Like I said, I'm

selective about who I work with. I'd rather you think about it and be absolutely sure than rush into something you're not ready for." Watch what happens. In my experience, nine out of 10 times they'll say, "Nope, no, I'm

ready." So, what just happened psychologically? Well, you gave them an out and they doubled down on their commitment instead. Because here's the thing. When you emphasized their freedom to choose, you didn't reduce their commitment. You actually increased it.

So, now they feel even more compelled to prove that they're the kind of person who takes action quickly, which is the exact identity they claimed at the beginning of this conversation. But, let me walk you through how this actually

played out in a real conversation I had last month. A potential client reached out asking about my services. And like I mentioned before, my old instinct was to immediately explain what I do and why it's great. But as we've already covered

here, that creates the wrong dynamic right from the start. So instead, I open by saying, "I want to make sure we're a good fit, that my approach works really well for certain types of businesses, but not for everyone." And then, almost

like clockwork, exactly as we were expecting, the interesting thing happens. And he immediately asks what kind of businesses I typically work with. And what's happening behind the scenes here is that without even really realizing it, he made a shift from

evaluating me to hoping he qualifies and trying to understand what he needs to do to get there. So I explained my criteria. I work best with people who are already generating revenue but feel stuck within consistent marketing and

who are ready to implement within 30 days, not people who want to explore options for months. His response, "Oh yeah, I'm definitely interested. I've been wanting to fix this for months." And notice what just happened. He's already proving he fits the criteria

before I even explained what I actually do or made any kind of offer. In other words, the psychology is working exactly as designed. From there, I spend about 10 minutes just asking questions to understand his situation. So, no pitch,

just questions. Then, provided he actually is a good fit, I tell him that I think he'd be a great fit and ask if he feels this is the right approach for what he's trying to accomplish. He says yes immediately and asks what the next

step is. So, I lay it all out. Onboarding form, uh implementation call scheduled for Thursday. And I confirm that he's ready to start this week since this approach works best when people implement quickly. He says, "Yes, absolutely. send me the details and that

conversation turned into a $30,000 deal in about 20 minutes. No pitch deck, no convincing, no handling objections. So now, let's make this actionable for you.

Here's exactly how you implement the gatekeeper method starting today. Step one, craft your gatekeeper open. Write out your version of the following opener to use in the first 60 seconds of the conversation. Before we dive in, I want

to make sure we're a good fit. I'm selective about who I work with because insert your reasoning. Does that make sense? Now, your reasoning could be, "My approach only works for certain types of businesses, or I've learned this gets

the best results with people who insert your criteria, or I only take on clients who are ready to implement quickly." Step two, define your criteria for the reveal. Your goal should only be to work with perfect fit clients, the kind of

people who are going to love you and love what you do and want to tell everyone about just how great you are and the kind of people who you're going to be able to get the best results for.

So, what makes someone a good fit versus a bad fit? And you want to be specific here. If you're a business coach, for example, your criteria could be, do they need to be generating revenue already?

Do they need to be ready to implement within 30 days or do they need to have tried other approaches first? The more specific your criteria and your selectivity feels, well, the higher the bar that you're setting for them to

reach. Step three, practice the mirror close. Instead of, would you like to move forward? Practice saying based on what you've told me, I think you'd be a great fit. The question is, do you think this is right for you? Now, here's the

key. You need to practice saying this out loud multiple times before you ever get on a sales call. Say it in the mirror. Say it in the car. Say it until it feels completely natural coming out of your mouth because if you stumble

over this line or it sounds rehearsed in the moment, you're going to kill the psychology. It needs to sound conversational and it needs to sound genuine and the only way to get there is repetition. Step four, use pullback

language for the final filter. Whenever they hesitate, give them an out. No worries if you need more time. I'd rather you be sure than rush into something. This triggers psychological reactants and usually makes them recommit immediately. Here's the thing.

You're not trying to pressure anyone anyway. Hard selling just doesn't work. It creates buyer remorse and difficult clients. After all, you're the expert.

If they're not ready, they're not ready. So, when you give them this out, you got to mean it. That authenticity is what makes this technique so effective. Step five, reflect their own words back to them. When you're talking, listen to how

they describe themselves and their situation. Then reflect it back. They say, "I've been wanting to fix this for months." You say, "So, you're past the research phase. you're ready to actually solve this. They say, "I need to get

this done quickly." You say, "Got it." So, you're looking to move fast on this.

They talk about taking action before you say, "Sounds like when you decide something's right, you commit to it." You're not putting words in their mouth or inventing personality traits. You're just mirroring what they're already telling you. Now, before you go out and

start using this, I need to give you three important warnings because if you get these wrong, the gatekeeper method will backfire on you. Warning number one, your selectivity has to be real.

This only works if you genuinely have criteria and you're actually willing to turn people away. If you'll work with anyone who's got a pulse in a credit card, people are going to sense it immediately. You can't fake selectivity.

It's got to come from genuine standards about who you work best with. Warning number two, don't confuse confidence with arrogance. There is a big difference between saying, "I'm selective because I want to ensure great results," and acting like you're just

too good for most people. One is professional positioning. The other just makes you sound like a jerk. You're the gatekeeper, not a bouncer on a power trip. Warning number three, this doesn't work if you're desperate. If you need

every deal that comes through the door, you're not going to be able to pull this off convincingly. The selectivity has to come from genuine confidence in your results, not manufactured scarcity because you're broke. And look, if you're in that position right now,

that's okay. I get it. We've all been there. But this method works best when you have at least a few wins under your belt and you're not operating from scarcity. So, get a few clients first.

Do some work for free if you have to. Build up some case studies and testimonials. Then, come back to this method once you've got some momentum.

Now, look, the gatekeeper method is powerful, but it's just one psychological trigger. And here's the thing, the most effective salespeople don't just use one technique. They stack multiple psychological principles together. If you're ready to stop chasing clients and start choosing them,

these next 10 techniques are going to flip the power dynamic for good. For example, there's a way to frame your transformation story that makes people see themselves in your journey so they believe if you did it, they can, too.

There's a technique for turning objections into reasons to buy without being pushy or manipulative. And there's a framing method that makes people feel like your offer was designed specifically for who they want to become. Now you understand the

gatekeeper method. You know how to flip from chasing to being chased. But that's one trigger. What if you had 10? Not surface level tricks. I'm talking about the dark psychology that most people are too uncomfortable to even talk about.

The stuff that actually makes money. Like how to use your lowest moment to build instant trust or how to flip someone's objection into the exact reason they should buy. Let's go deeper.

If you've ever struggled to sell your product, your service, your course, or your coaching, and you're wondering why people say, "Looks cool, but never buy." It's not because your offer sucks. It's because you don't understand the dark side of marketing psychology. Now,

before we go any further, I want to make something really clear. I have nothing to sell you in this video. I'm not using any of these tactics on you. I'm giving them to you because if you're a business

owner, a coach, or a marketer, you need to understand how these work. Not so you can manipulate people, but so you can use these tools ethically, powerfully, and with full awareness. Because the truth is, these tactics are being used

right now, every day, in ways that get people to take action, say yes, and buy now. The question is, will you ignore them or will you learn how to use them to actually help people make decisions that are good for them? Well, that's

what this video is about. So, let's dive into 10 of the most powerful and yes, darkest psychological tactics and strategies being used in sales and marketing today. And this first one, this one changes everything about how you frame the pain someone's already

living in, even when they don't see it yet. Tactic number one is called latent to realize to extreme pain. I appreciate sounds fancy, but it's actually pretty simple. Most people won't move until staying where they are feels more

painful than changing. That's the truth. And if you want to sell more of anything, your service, your course, your coaching, you need to learn how to create that moment of realization. So, let's make this real. Think of someone

who has a decent 9 toive job. They make okay money. Their life isn't great, but it's not falling apart either. They get by, but underneath the surface, they hate Mondays. They feel invisible at work. They mindlessly scroll through

their phone at night to distract themselves from the fact that their life doesn't really feel like their life. If you ask them how things are going, they'll say something like, "Yeah, I'm doing all right." But if you ask them a

more powerful question, like, "What happens if you're still doing the exact same thing in 3 years?" silence. That's the crack. That moment when all right stops feeling all right at all. That's what we call latent pain becoming realized. It was always there. They just

didn't know it yet. And this is where you turn the screw. Not to be cruel, but to show them what's possible. For example, other people in their field building online businesses or growing audiences or attracting clients through marketing that works, taking control of

their time and their income. And suddenly what they currently have starts to feel like a trap. Now, you say something like, "If you don't make a move now, you're going to get left behind." That's extreme pain. That's the

moment that the sale is made. Because the second someone truly feels the cost of doing nothing and not just understands it intellectually, but feels it emotionally, well, they start searching for a way out. And if you've positioned your offer right, you become

that way out. Now, here's how to apply this. Start by asking better questions. Questions that uncover the problem behind the problem. Don't just ask what they want. Ask why they haven't already achieved it. Ask what their current path

looks like in two years, 3 years, 5 years from now. Ask how they'd feel if nothing changed. Next, use future pacing. Help them visualize what their inaction actually costs them. Don't just say, "You'll be stuck." Show them.

Describe the frustration, the regret, the opportunities slipping through their fingers while their competition gets sharper and faster and further ahead.

Then you agitate. Raise the stakes. Point out the costs of doing nothing. Make them feel again more emotionally what staying put will actually mean.

Because here's the truth. People are like frogs in a pot of slowly boiling water. They won't leap until it's too late. So your job is to raise the temperature just enough that they jump.

Not by force, but by clarity. That's how you move someone from stuck to sold.

Okay, let's move on to the next tactic. Now, tactic number two is called perceived control. Here's what you need to know.

People don't want to be sold to. They want to feel like they're the ones making the decision. So the trick is this. You guide the conversation, but make them feel like they're the ones that are leading it. Let me show you

what this looks like. Not that long ago, a client I was working with was struggling to close discovery calls. She had the expertise. Her offer was solid, but people kept saying, "Let me think about it." Then ghosting her. So, we

changed just one thing. Instead of jumping straight into her sales pitch, she started every conversation by saying, "Would it be all right if I shared a few ideas that might help based on what you just told me?" That one

question changed everything. Why? Because when the client said yes, and they always do, even though she was steering the conversation the entire time, the client felt in control. It felt like it was their choice, not like they were getting some sales pitch that

they didn't ask for. And that's the magic. They still take the action, but it feels like it was their idea all along. So, how do you apply this? First, ask for permission. Not fake permission, but like real microaggments that make

your clients and your customers feel like they're saying yes to each next step. For example, do you want me to walk you through how this might work or can I show you what others in your space are doing right now that's working?

Second, give them choices, even if all roads lead back to you. For example, would you prefer we do this one-on-one or start with a strategy call? Or the classic, would you rather fix X first or Y? Third, position your offer like a

decision, not a demand. You're not saying buy this. You're saying here's the path that I'd take if I were in your shoes. It's totally your call. Because when someone feels ownership of a decision, they're far less likely to

resist it. That's why this works. Think of it like this. You're not dragging them toward a sale. You're laying stepping stones. So, they're the ones walking, but you chose the path that they take. And that's how you stay in

control by giving it away. Okay. Next, let's move on to tactic number three, which is a little dark.

This is why tactic number three is called the pit of darkness. If you want to sell transformation and not just a product or service, then your story can't start at the top. It's got to start at the bottom. Because the lower

the pit, the higher the payoff. Let me explain. There was a coach I worked with who wanted to sell his high ticket program. His pitch was polished. His content was super slick. But his story went something like this. I used to be

stuck. Then I found this framework. And now I'm making great money doing what I love. Now technically on the surface sounds fine, but there was no emotion there. No tension, no risk, no darkness.

So, we rewrote it. We started his story with the moment that he hit zero in his bank account. The part where he was sitting on the floor crying because a client ghosted on an invoice that he desperately needed. The part where he

almost gave up. Then we built the climb from there. And that changed everything because people could see themselves in his struggle. So now they didn't just admire him, they related to him. When you share your pit, your low point, your

breakdown, the I almost quit moment, you earn trust. And when you show the rise that you made after that, you create belief. belief that if you made it out, then maybe they can, too. So, how do you use this? First, find your pet. What was

the worst moment? The moment before you figured things out. Where were you mentally emotionally financially?

Second, this part's important. Don't sanitize it or water it down. Don't skip the part where it sucked the most.

That's the part that people remember. That's the part that builds connection. Third, show the turning point. What changed? What did you do that pulled you out of it? Make sure that that lesson is clear. and make sure that your offer

connects to that journey because the more dramatic the contrast between where you were and where you are now, the more compelling that your transformation becomes. It's the same reason that every great movie and every bad movie too actually starts with a fall. We don't

care that the hero wins in the end. We care how far they had to climb in order to get there. No one buys the perfect origin story. They buy the comeback. So, don't hide the pit. That's the part that

sells. But what do you do if you still don't feel like you've made it or you're still battling imposttor syndrome? Well, that's where this next tactic comes into play. So, let me share that with you.

Now, tactic number four is called the adventurer frame. This one's a game changer if you've ever felt like you weren't expert enough to sell what you do. Here's the thing, people don't always want a guru. In fact, often the

more polished and all- knowing you appear, the harder it is for your audience or your customers or your clients to relate to you. So instead of positioning yourself as the expert at the top of the mountain, try positioning

yourself as the adventurer, someone in motion learning exploring sharing testing all of their journey in real time. I once worked with a guy trying to sell AI consulting services, but he was new to the space, had no credentials, no

past clients, no real authority, just curiosity and strong desire to learn. So we reframed everything. Instead of saying, "I'm the expert," he started saying, "I'm building a system to help small businesses use AI to save time and grow faster, and I'm documenting

everything that works along the way." And guess what? He started getting inbound leads fast. Because when you're an adventurer, you invite people to come along for the ride. They're not buying expertise. They're buying access to someone figuring it out in real time so

they don't have to. And here's how to apply this. Start by admitting where you are in the journey confidently, not apologetically. Say things like, "I'm testing this strategy right now, and here's what I've learned so far." Or, "I'm not the world's leading expert on

this, but I am obsessed with figuring it out and applying it to real businesses." Second, create in public. Share your experiments, your wins, your failures, your losses, your tests along the way.

Show people what's working, what's not. Transparency builds trust. Third, lead the way. Even if you're only one or two steps ahead of your clients or customers, that's enough. You're still someone who can save them time and avoid mistakes and help them make progress

faster. This is the power of the adventurer frame. And it turns not being an expert into your superpower and your point of differentiation. Think of it like this. You don't need to be the guide who's already reached the summit.

You just need to be the one who's holding the flashlight walking slightly ahead. And for the right audience, that's more than enough to win the sale.

All right. Tactic number five is called throw rocks at the enemy. So, let me break that down now. Now, this one's controversial, but insanely effective.

Because sometimes the best way to connect with your audience is to stand against something. Let me explain. When someone is trying to make a change, whether that's starting a business or hiring a coach or switching careers, they're not just facing challenges.

They're facing resistance, doubt from others, criticism, internal fears, and often haters. So, when you stand beside them and throw rocks, metaphorical rocks, at their enemies, you're not being negative, you're being loyal.

You're showing them whose side you're on. I once worked with a fitness coach who helped women ditch diet culture, but her messaging was just way too soft. She was trying to appeal to everyone, including the people that she secretly

wanted to rebel against. So, we made a shift. Instead of saying, "Let me help you get healthy," she started saying, "I help women break free from the toxic diet industry that profits off shame." Boom. Now, she had a common enemy, and

that meant her audience didn't just see her as a coach. They saw her as an ally, a defender, a voice for what they believed in, but couldn't say out loud.

And her business exploded. So, how do you apply this? First, start by identifying your audiences, your customers, your clients enemies. These enemies could be a mindset, a system, a broken process, even a person. For example, if you help people grow their

businesses without hustle, the enemy is grind culture. If you help people get clients without cold DMs, the enemy is sleazy sales tactics. If you help creators build slow, sustainable growth, the enemy is overnight success gurus.

Next, make it crystal clear who you are not for. Draw a line in the sand. When you do that, the right people lean in harder because they feel safe and understood and represented. And finally, speak their frustrations out loud. Say

the things they wish they could say. Use your content to call out what's broken.

And then show them your way of doing it better. Because when you share an enemy, you create a tribe. Okay, we're on a roll here. Let's keep going.

Tactic number six is called objection inversion. You see, one of the biggest reasons people don't buy is also one of your greatest opportunities to close the sale if you flip it. Because what feels like a dealbreaker at first often turns

out to be the exact reason they should say yes. Let me show you what I mean. A while back, I was helping a business coach who offered a premium service. And he kept running into the same objection.

This sounds amazing, but I just can't afford it right now. That was his sticking point. And at first, he tried to defend the price or justify the ROI, but it never worked. So instead, we inverted the objection. He started

saying, "I totally get that and I just want to point something out. If getting clients and increasing revenue is the exact thing you're struggling with, isn't that why we're having this conversation in the first place?" Now, instead of avoiding the objection, he

turned it into the reason to take action. Suddenly, not being able to afford it wasn't a block. It was the proof that they needed. And this works with almost any objection. Objections like, "I don't have time right now

become exactly. That's why you need systems that take less of it." Or, "I've tried stuff like this before and it didn't work." Well, that becomes and how much longer are you going to keep trying what's not working? Or the classic I'm

not sure I'm ready objection. Well, that becomes no one ever is. But waiting rarely makes you more prepared. Action does. So, next question then is how do you apply this? Well, you start by writing down your top three most common

objections, the ones you hear again and again and again. Then ask yourself, what belief is hiding inside this objection?

And how can I flip it? Not by arguing, but by agreeing with it and reframing it as the reason to buy. Remember, you're not bulldozing their resistance. You're using it to your advantage. Because here's the truth. Objections aren't

walls. They're simply doors waiting to be opened from the right angle. And when you flip the script, you don't just break down resistance, you weaponize it.

Next up, tactic number seven. Personal favorite of mine and one of the most ethical and yet also persuasive ways to help someone take action. Now, we touched on this briefly before, but it's worth going into more depth here, which

is why tactic number seven is called future pacing. And it's one of the most powerful tools in persuasion because people don't just buy your offer. They buy a future version of themselves. So, your job is to make that future version

of themselves feel real. I remember working with an agency owner who was struggling to get people to book for long-term retainer deals. His pitch was good. said his case studies were solid, but everything he said was rooted in

what he did, not what life would look like for the client after working with him. So, we made a simple change.

Instead of saying, "I'll write your landing pages, emails, and help you optimize conversions," he started saying, "Imagine waking up and your funnel's already making sales while you're out walking your dog or getting coffee or spending time with your kids.

No more scrambling, no more guessing, just the system that brings in leads while you focus on running the business." And that changed everything because now the client wasn't just buying marketing. They were buying peace of mind and space and freedom. That is

future pacing. Showing someone what their life looks like after they've said yes. So here's how to use it. First, know what your audience really wants.

Not just the surface goal, but the emotional payoff behind it. Is it confidence or freedom or credibility?

Safety? Next, you really want to paint the scene and use sensory details in real life situations. So don't just say you'll grow your business. Say things like, "You'll open your inbox to see leads already booked for the week.

You'll stop second-guessing every post, and you'll get your evenings back." A copyrighter friend of mine calls this Polaroid language, as it should paint a picture of what things look like. And finally, keep it grounded. Future pacing only works if it feels achievable. So,

match the vision to their current starting point. Make it feel like a natural next step, not some weird fantasy that's never going to happen.

Because the truth is, people don't buy coaching. They buy how they think coaching will change them and make their lives better. So give them a window into that future and make them really feel it. It's like offering them a test

drive, but instead of a car, you're letting them take their new identity for a spin. And once they've seen it, it's very hard to go back. We can take this a step further, though, using something called status shift framing. So let me

walk you through that now in tactic number eight. Status shift framing, which is actually quite tricky to say, is all about understanding that people don't just buy to solve problems. They buy to upgrade who they are. And when you understand

that, your marketing changes because you stop talking about features and start talking to identity. But let me show you what I mean. I once helped a consultant who ran a group program for service providers. Their pitch learn how to

package and sell your services more effectively. Now, honestly, it was clear, but it wasn't aspirational. So, we reframed it. Instead of just promising a skill set, we made the transformation about status. The new version looked like you'll go from

blending in as a freelancer to standing out as the authority, the one clients pursue, not the one having to chase them down. That one shift reframed the entire offer and conversion rates jumped. Why?

Because people don't just want to make more money, they want to be seen differently by their peers, by their clients, and most importantly by themselves. So, here's how to use status shift framing, which is still tricky to say. First, define the before and after

identity. Who are they right now? And who are they going to become after working with you? For example, from overworked freelancer to respected expert, from faceless business to trusted brand, from guessing marketer to confident strategist. Second, use the

right words to reflect that shift in identity. In other words, don't just say here's what you get. Say here's what this makes you. This confirms their new identity. Still kind of confusing though, so here's some more examples.

This is what high performing consultants do or smart founders invest in positioning early. And this is how leaders delegate without losing control.

Remember, you're not just selling transformation, you're selling self-perception. And when you raise their status, you raise the value of what you offer. Because here's the truth. People will fight harder to protect their identity than to solve a simple pain. So give them a new

identity, a better one. Because your offer isn't just a result, it's a reflection of who they believe they're becoming. Speaking of identity, let's talk about tactic number nine. Now, tactic number nine is called identity activation. People make decisions based

on who they believe they are or who they want to become. And the moment you speak directly to that identity, they start to listen differently because when your messaging says this is for people like you, doesn't feel like marketing, feels

like belonging. I saw this work brilliantly with a client who sold a content strategy course. Before her sales page was focused on tactics and headlines, formats, algorithms, all good stuff, but her conversion rates were pretty flat. So, we rewrote it with one

goal. Activate the buyer's identity. We started using lines like, "If you're the kind of person who obsesses over making things better, this course is for you." And if you're tired of playing the content game safe and you're ready to

lead, not follow, you're in the right place. This messaging started attracting a different kind of buyer. People who saw themselves in the language. People who said, "This finally feels like something made for me." So, here's how you can use this. First, define the

identity of your ideal customer. Not just demographics or job titles, but what they believe about themselves. Are they creators, builders, visionaries, underdogs, rebels, professionals who are tired of guessing? Second, speak to that identity in your marketing. Say things

like, "If you're the kind of person who or this is for people who've always known they were meant for more or most people play it safe, you're not most people." And third, reinforce their decision with that identity. When they

take action, affirm it by saying things like, "This is exactly what highle people do, and you made a smart move.

Most people would have hesitated." You're not just selling a service here. you're confirming who they are or who they want to be. And here's the key.

People will do almost anything to stay consistent with the story that they tell themselves. So, if you can make your offer part of that story, they'll buy just to stay aligned because the sale doesn't happen in the pitch. It happens

the moment that someone says, "Yeah, that's me." Next up, tactic number 10, and it's called dangerous simplicity.

If you want people to buy, you have to make what you're offering feel simple.

dangerously simple because complexity feels like work. Simplicity feels like momentum. And momentum is what makes people take action. Now, I've got more examples for this one than pretty much all of the other ones combined. But for the sake of time here, let me tell you

about a digital product creator I worked with who had an amazing system for generating leads. The system worked. I'd seen it myself. But the way that he explained it, I'm talking charts and jargon and 17 steps and multiple

frameworks. Well, by the time someone finished reading his offer, they were overwhelmed. So, we stripped everything down to one single line. I'll help you set up one system that brings in new leads while you sleep. That's it. Same

process, same value, but now it felt doable because instead of selling the mechanism, we sold the effect. And we made it feel like something that anyone could act on immediately. So, here's how to use this. First, simplify your

language. Remove the layers. Don't try to impress with technical details. Aim for clarity. Instead of a modular framework to optimize top offunnel performance, say a simple way to get more of the right people reaching out to you. Second, name the outcome in one

sentence. If someone asked you, "What do you help people do?" Could you answer it without pausing? If not, you got to keep cutting. Third, test your new messaging on a beginner. If they can't explain it back to you in their own words, it's too

complex to sell it at scale. Here's the truth. You're not dubbing things down. You're speeding them up. Because yes, your customers may want to learn, but more than that, they want to win. They want clarity, momentum, and results, not

just more information. So, if you can make the path feel obvious and the next step feel close, they'll take it. Think of it like this. People don't want to buy a 175page playbook. They want the one sentence shortcut that they can use

right now. You give them that and they'll automatically believe that you can give them everything else. You just learned 10 techniques. Future pacing, the pit of darkness, objection, inversion. But here's what separates people who know this stuff from people

who actually profit from it. Can you get clients to close themselves? No pushing, no convincing, no let me think about it.

They talk themselves into buying. See this black sand? In psychology, black represents finality. Once a decision moment passes, it's gone forever. What you're about to learn is how to keep that sand flowing in your direction.

Can I tell you a secret? The first time I used this one psychological pattern, I closed a $5,000 client in 27 minutes, and it genuinely felt like I was cheating. Since then, I've used it to close over $5 million in deals. Not with

pressure, not with proposals, but with a 30-inute conversation that flips the entire sales game on its head. And it all comes down to understanding this black sand. Look, most people try to sell by chasing, convincing, explaining, even discounting. But if you're chasing,

the deal's already lost. You're turning every sales call into a waiting game. And while you're following up, someone else wins the deal just by showing up with momentum. But when you flip the hourglass the right way, when you

trigger this exact psychological switch, clients start asking, "How fast can we start?" instead of, "Can you send me a proposal?" In the next few minutes, I'm going to show you the psychology pattern behind what I call the black sand

method. Why it gets people to close themselves without any pressure? The four-step framework that's generated $400,000 in just the last 90 days, plus the exact words that flip the hourglass in their mind. But here's what 90% of people get completely wrong about this.

They think it's about creating urgency. It's not. This is about revealing the urgency that already exists. Miss this distinction and your hourglass becomes a time bomb that explodes the deal. But let me show you exactly what I mean.

Think about your last sales call that went nowhere. Let me paint you a picture. You get on a call. You're excited. You start explaining your service, showing your results, maybe even offering a discount. Meanwhile, your prospect is leaning back. They got

their arms crossed. They're saying things like, "Send me some information." Or, "Let me think about it and get back to you." That's you trying to create urgency where none exists. You're chasing them. And when you chase, you've already lost. But watch what happens

when you reveal the urgency that they already feel. When I started using this pattern, prospects started saying completely different things. Instead of, "Let me think about it," I was hearing, "How fast can we start?" Instead of, "Send me a proposal," they were asking,

"Do you take credit cards?" No chasing, no awkward follow-ups, just immediate commitment. I've used this same psychological principle to sign everyone from small mom-and- pop shops to major clients like Google, Amazon, and Meta.

If you apply this, you'll be ahead of 90% of other business owners still doing discovery calls or sending proposals and waiting weeks for them to hopefully make a decision. This is especially important right now because every prospect who

books a call with you has already flipped their hourglass. They're actively looking for a solution, but that black sand, it runs out fast. The average buyer talks to five to seven vendors. And if you miss your window, well, they just go with someone else who

understood the urgency. Here's the key that most people miss. Once someone takes even a small step forward towards solving a problem, their brain wants to stay consistent with that action. As an example, have you ever started a free

trial just to check things out, but before you know it, you're setting things up and going through dashboards and looking at stuff? Well, that's the commitment consistency principle working in real time. But I like to call it the

black sand method. See this black sand? Once it starts flowing, it doesn't stop. Can't go backwards. It only moves in one direction. And here's what nobody realizes in psychology. Black represents finality. Once a decision moment passes, it's gone forever. But here's what's

fascinating. Watch this. The moment that I stop the flow, something dies. Not just the sand, but the energy, the momentum, the decision itself. Now, watch what happens in the human brain.

The moment someone books a call with you, their mental hourglass flips. They've admitted that they have a problem. They've committed time. They've started visualizing a solution. The black sand is already falling. Your job isn't to convince them to buy. Your job

is to maintain the momentum that already exists until they convince themselves. Here's what's crazy. The research found that people who made even a small commitment first were 400% more likely to make a larger commitment later. But here's the part that most people miss.

This only works within a specific time window. So, let me explain what's actually happening in your brain.

There's something called the Zagarnic effect. Your brain literally can't let go of unfinished tasks and they create what psychologists call cognitive tension. Essentially, imagine your brain like this. When you start something like drawing a circle but don't finish it,

well, your brain keeps dedicating mental resources to it. It's like having 20 browser tabs open or listening to a song and stopping it right before the beat drops or hearing a joke but having the person get cut off right before the

punch line. It drains your energy and it needs that completion in order to feel satisfied. So, when someone books a call with you, they've opened a mental tab, a mental tab that their brain wants to close. But if you let too much time

pass, that moment is gone. MIT neuroscientists found that this cognitive tension has a half-life and it's not very long. In fact, after only about 48 minutes of discussion without decision, the emotional brain kind of checks out and the logical brain takes

over. This means the excitement dies, the fear creeps in. And that's why the black sand matters. But here's where it gets even more interesting. Stanford researchers discovered something called decision fatigue. Essentially, every minute that someone spends thinking about a decision without making it,

their likelihood of saying yes drops by 2%. I mean, do the math on a two week think about it period and uh it gets ugly pretty quick. Now, here's where most entrepreneurs completely miss the mark. They think that doing one call

closes means high pressure tactics. They think it's about being pushy. But watch this. Pressure actually stops momentum.

The black sand stops flowing and the deal's dead. Let me be crystal clear about this. The black sand method isn't about pressure. It's about maintaining the natural momentum that already exists. You're not pushing them forward.

You're simply removing the friction that stops their natural movement toward a solution. Here's how things used to go for me, and maybe you can relate.

Actually, let me tell you about one specific call that changed everything for me. It was a regular Thursday, 2 p.m. Had the perfect prospect. There was a growing business, a clear painoint, they had budget [clears throat] approved. We talked for an hour. There

was great chemistry. They loved everything. And then came those famous horrible last words. That sounds perfect. Let me discuss it with my team and get back to you. I followed up Friday, still discussing. Monday, need more time. Wednesday, we're looking at

other options. And by next Friday, radio silence. I got totally ghosted. Their hourglass wasn't just empty. It just didn't exist anymore. The urgency was gone. The excitement was dead. And they'd already mentally moved on. And here's the part that really hurt. About

2 months later, I saw one post about them working with one of my competitors, someone who probably wasn't better than me, but they were faster. Basically, my old approach was exhausting, and it didn't work, which just so happened to

be two of my least favorite things. I was burning through leads, doing free strategy sessions, creating custom proposals, and still losing deals to cheaper competitors. Then it hit me.

Every time I gave them time to think about it, I was basically taking their hourglass and stopping the momentum completely. I wasn't being respectful of their time. I was wasting it. So, I flipped the script completely. What happened next changed everything. That's

why I want to give you the exact framework that I used. The same one that's closed over $5 million in 30-minute conversations without proposals, follow-ups, or let me think about it moments. But first, let me address the elephant in the room because

at this point you may be thinking, "Adam, this sounds manipulative. Kind of sounds like you're rushing people into bad decisions." And that's a fair point.

So, let me ask you this. If someone has a problem that's losing the money every single day, and you have the solution, is it ethical to just let them suffer for two more weeks while they think about it? Or is it more ethical to help

them decide quickly so they can start getting results? So, the question then is, how do you keep that black sand flowing and turn micro commitments into a $5,000 decision without pitching or pushing or proposals? Well, like I mentioned, I call it the black sand

method. And here's why this matters for you. This method works because it acknowledges a simple truth. Your prospect's decision hourglass is already running. You're not creating urgency.

All you're doing is acknowledging the urgency that they already feel. Think of it like a hospital emergency room. When you show up with a broken arm, they don't hand you an hourglass and say, "Come back when the sand runs out." No,

they diagnose, they prescribe, and they treat while the urgency is real. That's the energy that this creates. So, here's how to do it step by step. Step one, the diagnostic open. This step is where you check how much black sand is left. But

before I show you the script, let me tell you why this works. Like we talked about really quickly before, in psychology, there's something called the consistency principle. Once someone states a position publicly, they feel this internal pressure to remain

consistent with it. This is why the wrong way to have a sales conversation and something I did for years would look something like, "Let me tell you about our services and how we can help you." This fails because you're talking about

you. Their hourglass is running out while you're giving a pitch that nobody asked for. So, here's where most people lose the sale and completely ruin the call. They ask, "How painful is the problem?" The prospect says seven or

eight and then they move on. That's a huge mistake. So, here's the right way.

Say something like, "Before we go any further, I need to understand where you are. On a scale of 1 to 10, how painful is this problem for you right now? Now, watch what happens. They pretty much never say five. It's basically always 7,

8, 9, or 10. And here's where the psychology kicks in. Whatever number they give you, you follow up with, "You said it's an eight. What would make it a 10?" Now, you're not asking them to increase the pain. You're getting them

to describe the full cost of doing nothing. The lost revenue, the wasted time, the frustration, the if it keeps going, something breaks moment. And once they say that out loud, they can't unhear it. Because here's the whole point in one sentence. When I ask them

what would make it a 10, I'm [clears throat] really getting them to describe the full cost of doing nothing.

And once they say it out loud, their brain wants to resolve it. That's the switch. That's why this question works.

They start persuading themselves. And when you let them articulate the urgency, you never have to sell it. But what about anyone who answers under a seven on the pain scale? Well, the truth is their hourglass isn't even flipped.

So here's exactly what to say. It sounds like this isn't a critical priority right now. Why don't we reconnect when it becomes more urgent? Then say nothing and watch how often they immediately bump their number up. Here's something

you can try this week. Keep a notebook and track the numbers. You'll see that 90% or so are at 8 or above and they're telling you that their sand is running out fast. And when you get them to

verbally commit to urgency, the black sand starts falling faster in their mind. Let me show you exactly how I set this up in high level, which if you're not familiar, is the software I use to automate my entire business. So, I'll

make sure to put a link in the descriptions below where you can get access to an extended free 30-day trial, as well as thousands of dollars of free trainings and templates and scripts and resources so you can try it out for

yourself. First is the form that asks them how much pain this issue is causing them, which they can choose anywhere from 1 to 10. And then we move them on to this automation. Depending on what number they pick, anyone seven or higher

gets taken to the calendar for them to book a call. And anyone under seven gets a different sequence because they're not ready for the black sand yet, and I don't want to waste either of our time.

Okay, let's move on to step two, the investment inquiry. Now, here's where the black sand gets even more powerful.

And sadly, most people mess this up. The common mistake that most people make at this point is asking, "So, what's your budget?" But this kills momentum because you're asking them to think about limitations and not possibilities. The right way is a three-part investment

inquiry. Part one goes like this. If we could solve this problem completely, what would that be worth to your business annually? Then they give you a number. Let's say somewhere between 100k and 500k per year. Part two, and what's

it costing you right now to not have this solved? Here's where they calculate their losses. Let's say 10 to 50K per month. Then part three. So every month that passes costs you roughly x amount of dollars. Is that math right? And here

they confirm their own urgency. Now watch what happens to time perception here. When they say 50k per month in losses, they're not just giving you a number. They're watching black sand turn into lost dollars. Every grain that falls is money gone forever. And as

you're talking to them, make sure to listen for them to pause and look up when calculating. That's them fast forwarding through their mental hourglass. Once they see the compound losses, the current moment feels desperately urgent. Here's an advanced

move. After they calculate the losses, stay silent for 3 seconds. I know it's going to feel like a really long time when you're actually talking to them, but trust me, you want to let that black sand fall loudly in their mind. Okay,

let's keep going. Step three, the capability confirmation. This is where 90% of people completely blow it. They forget about the black sand entirely and start just feature dumping on people, saying things like, "We can definitely help with that. We offer social media

management and funnel building and email automation and CRM setup and SEO and web design." But rather than sealing the deal, what you did was just turn their hourglass into a teacher's lecture and the momentum now completely gone, dead,

buried, out of here. This is why the right way to do things here is to use what I call the story stack method. Use it by saying something like this. I've helped 47 businesses with this exact same problem. In fact, let me tell you

about a few of them real quick. Then you tell these three stories. Story one is designed to address the concerns of the skeptic. For example, Maria in Dallas was losing $30,000 a month in missed leads. She was skeptical because she'd

been burned before, but in 12 weeks, she started having consistent 73K months and she did it without hiring a single person. Story two is there for the fast mover. It goes something like this. Tom in Denver needed results yesterday. His

competitor was eating his lunch. in 30 days. Simply by using this one missed call automation, he went from three leads a week to three leads a day. Then finally, story number three, which highlights the validator. Here's an example. Jennifer in Portland wanted to

see what others in her industry did. So, I showed her five case studies and she signed up before I finished the third one. Now, what's important to notice here is how I gave three different stories for three different types of

people. That's because there are three buyer types and one of these stories will resonate with each type of person.

The really important thing to know is the psychology behind it all though, which is that when we tell stories, mirror neurons fire in their brain. So they literally experience the success as if it's their own and the black sand

starts flowing toward their own success, not away from it. Step number four, the choice architecture. Now for the magic where we flip the hourglass one final time. But first, let me show you the biggest mistake that people make here.

And please do not feel bad if you're doing this. Most people are. The fatal error here is finishing your call with, "So, do you want to move forward?" This is bad because this is a binary choice.

Yes or no. 50/50 odds. You just bet your entire sale on a coin flip. So, let me show you what I built inside High Level instead. This is called the choice architecture. And there's deep psychology here. Three options, three

different speeds of sand flow. Here's what to say. Based on everything you've told me, you have three paths to stop the bleeding. Option one, DIY sprint.

You implement I guide 497. You're hourglass, but I show you how to flip it faster. 90-day timeline. Best for hands-on operators who like to build things themselves. Option two, partnership track. We build it together.

$5,000. We synchronize our hourglasses. 30-day implementation. Best for fast movers who want expert guidance. Or option three, done for you. Rapid, I handle everything. $12,000. I flip every hourglass while you focus on delivery.

14-day turnaround. Best for just fix it mindset with budget to match. Okay, let's be real for a second here about this whole hourglass thing because you probably don't want to use the hourglass metaphor. this literally or this directly with clients because it feels a

bit too pushy. But here's what's actually happening. Clients appreciate clarity about time. They know their sand is running out and they're drowning.

What you're offering here is three different life preservers. And there's another powerful psychological trigger taking place here as well. You see, the brain processes three options differently than it does two or four.

Two feels limiting. Four feels kind of overwhelming, but three feels just right. It's called the Goldilocks effect. And when you pre-select the middle option, 68% of people choose this. It's called default bias, where the brain assumes the default is the

recommendation. But wait, there's more. You can make it even more powerful by adding the magic phrase, but you are free to choose any option or none at all. Adding this simple phrase alone doubles compliance rates. Here's why.

The moment you emphasize their freedom, their brain stops defending and starts deciding. So, here's your black sand action plan. Number one, get a real hourglass. Keep it on your desk and flip it at the start of every call. It

grounds your urgency and reminds you of the principle. Number two, build your diagnostic scorecard. Use a 1 to 10 pain scale so you know where the decision hourglass is already at. Number three, document your story stack. You want one

skeptic story, one fast mover story, and one validator story, 30 seconds each. Number four, create your choice architecture. You want to give people three options and named by speed with the middle one pre-selected. Number five, master time bridges. Every

feature, every benefit, and every question links back to time lost or time gained. And finally, number six, deliver the black sand close. Do it calmly without pressure, just clarity and momentum. Now you understand the hourglass. You know why asking what

would make it a 10 gets them to sell themselves. But there's one phrase that shortcuts everything you just learned.

Four words backed by 42 studies nearly doubles compliance rates. I almost didn't include this one. It sounds too simple. People hear it and think that can't be. Then they try it. Watch what these four cards reveal.

Can I tell you a secret? There's a four-word phrase backed by 42 psychology studies that gets clients to say yes without you needing to push. The first time I used it felt like a cheat code.

Instead of let me think about it, I got let's do this just like that. Now, you might have noticed these four cards sitting here. Each one represents a move inside what I call the freedom close.

And by the end of the video, you'll know exactly how to use them to get clients to say yes. No pressure, no pushiness, no awkward closes. But first, here's what most people completely misunderstand about trying to close a

sale with a potential client. Most people try to convince people to say yes by pushing harder, by adding urgency, by handling objections like an old school used car salesman. But when you use the phrase that I'm going to show you here

in just a minute, something strange happens. Clients start convincing themselves to buy. You stop chasing, they start leaning in. And it's not just me. I've used this same approach to help business owners close deals worth hundreds of thousands of dollars,

including teams at Google, Amazon, and Meta. So, in this video, I'll show you what the four-word phrase actually is, why it works so well. There's research here you're definitely going to want to see, how to use it in your very next

conversation, and the one mistake that ruins it, even if you say the words perfectly. And when you hear what the researchers found, you're going to understand why this phrase works even when everything else fails. But first, let me tell you a quick story that

changed how I closed sales forever. Back when I was first getting started, I used to do everything right, like by the book, exactly how I'd been taught. I'd build rapport. I'd ask great questions.

I'd show them exactly how I could help. Then I'd hit the close and I could see it. The prospect's energy changed. Their eyes started darting side to side or avoiding looking at me. Their guard went up and I'd start to hear all of the

usual excuses like, "Let me think about it. Uh, I need to talk to my partner.

Can you send something over?" Same objections every single time. And the worst part was that I knew they wanted my help, but I could still feel them pulling away. And I had no idea how to stop it. That was until I flipped my

approach completely. I stopped pushing at the very end and started releasing pressure instead. And that's when everything changed. So, let's talk about these four cards I have in front of me.

Now, each one is a move inside what I call the freedom close method. You see, here's something strange about human psychology. When people feel trapped, all they think about is the exit. But if you give them an obvious way out, make

the door wide open for example, and suddenly they stop looking for it. The freedom close works in the exact same way, you're not trapping them into a yes, you're opening the door so wide that walking through it becomes their

choice, not yours. But before I walk you through the four moves, let me show you why this works. Because the science behind it is kind of crazy. So back in 2013, a researcher named Christopher Carpenter did something no one had done

before. He didn't run just one study on this phrase. He analyzed 42 different studies with over 22,000 participants across multiple countries to see if this actually worked. And the results were shocking. What he found was that by adding a simple freedom acknowledging

phrase to any request nearly doubled compliance rates. That's a 100% increase in people saying yes just from four words. But it gets better because this works across every context they tested.

street requests, email asks, sales conversations, donation requests, surveys, face-to-face interactions, even written communication where you can't use tone of voice or body language. This is why someone asking for directions gets more help when they add, but no worries if you're busy. It's why a

waiter saying, "No pressure, but we have a great dessert menu," actually sells more desserts than a hard push. And this is why someone is far more likely to make a donation to a fundraiser when they feel like there's no pressure

behind it rather than when they feel coerced or manipulated or pushed into a decision that they don't necessarily want to make. All of this works not because the request changed, but because the frame changed. Same request, completely different response. In other

words, this phrase doesn't just work on easy decisions, it works on hard ones, too. Now, the official name for this technique is the but you are free technique or BYAF for short. I call it the freedom close. Now, here's where

most people completely miss the mark. They think that this is just a clever line that they can memorize. They throw, "But you are free to say no." at the end of a pushy pitch. Then they wonder why it doesn't work. Now, here's where most

people completely miss the mark. They think that this is just a clever line to memorize. And then they throw, "But you are free to say no," at the end of a pushy pitch, and then they wonder why it

doesn't work. But that's like putting a cherry on top of a burnt cake and then wondering why nobody wants to eat it.

The freedom close only works when you actually mean it. When you genuinely give someone permission to say no and you're okay with that outcome, well, when you do that, something shifts in how you deliver it, your voice changes,

your body language relaxes, they can feel the difference, and that's when it works. And this is just one technique, but when you stack it with others, things get crazy. But I'll show you more what I mean at the end. For now, though,

let me show you how to actually use this. Starting with move number one, the value confirmation.

Let's flip over the first card, the ace of spades, which here represents value because that's your first move. Most people rush straight to the close. Big mistake. They say something like, "So, ready to get started?" Instead, try saying this. Before we get into next

steps, I want to make sure this actually makes sense for you. Based on everything you've shared, does this feel like it would solve the problem? When you say that, here's what's happening in their brains. You just separated the value

question from the commitment question. Most people bundle these together which creates resistance. The prospect hears ready to get started and their brain immediately jumps to money and contracts and obligations. But by splitting these apart, you get a yes on value first. And

that yes creates momentum for everything that follows. You'll know this is working when they nod before you finish the sentence. They're not bracing for a pitch. They're confirming their own decision. Try this on your next call and watch how they lean forward instead of

pushing back. Second card, the King of Hearts, which represents the obstacle. This is where you surface what's actually holding them back. Now that they've confirmed the value, here's where it gets powerful.

You ask one simple question. Is there anything that would stop you from moving forward? That's it. And here's the counterintuitive part. When people voice their concerns out loud, those concerns often feel smaller. It's kind of like turning on a light in a dark room. Well,

those monsters that were previously hiding in the corner seem to disappear. An objection that felt insurmountable only a few seconds ago now becomes a simple question when they actually say it. You'll know this is working when they actually tell you their real

objections. Most people hide their concerns because they don't want confrontation. So, they'll nod along.

They'll say everything sounds great and then they'll ghost you later. But when you invite these obstacles, they feel safe sharing them. I had a client a little while back who finally admitted that he was worried about the time

commitment. He'd been hiding that objection for weeks, literal weeks, where everything seemed perfect and then he'd just randomly disappear. But once he said it out loud, we addressed it in like two minutes and were able to quickly move forward.

Okay. Third card, the Queen of Diamonds, which represents freedom. This is the move that flips the conversation and where most people mess it up. Once you've addressed their concerns, most people go straight for the close, saying something like, "So, let's get you

signed up." Well, don't do that. Say this instead. Look, I think this could really work for you, but there's no pressure. You're completely free to say no, take more time, or tell me this just isn't the right fit. I'd rather you make

the right decision than feel pushed into something. When you genuinely release pressure, you eliminate the thing that they were actually resisting. They weren't resisting your offer. They were resisting being controlled. Well, remove the control and the resistance disappears. You'll know this is working

when they respond pretty much immediately. Nine times out of 10, they'll say something like, "No, I'm ready." or actually let's do it. The freedom you just gave them becomes permission to move forward.

Fourth card, Jack of Clubs, the pause. This is the move most people skip, but it's the one that seals everything.

After you deliver the freedom close, you do nothing. Nothing. Stop talking. Just let the silence sit for 5 to 7 seconds.

Don't fill it. Don't add more words. Don't backpedal. Don't say, "So, what are you thinking?" Just wait. Now, I promise you, the moment after you say you're free to say no, your instincts are going to be to keep talking. Every

fiber of your being is going to want to fill that silence. But you got to fight that urge. The pause is where the decision happens. You fill it. That magic disappears. Now, if they still seem uncertain, pull back even more,

saying something like, "Honestly, if you're not 100% sure, I'd rather you take the time you need. I only want clients who are genuinely excited to move forward." Remember earlier when we talked about the open door? Well, we want to make sure that they don't feel

trapped. We want to show them exactly where that exit is. Well, the pause is you stepping back from it. You not blocking the exit. You're not even standing near it. And that's exactly why they decide to stay. You'll know this is

working when they're the ones to break the silence first. And they pretty much always break it with a yes. That confident pause on your part communicates something that words just can't. It shows that you're not desperate. You're not anxious for their

answer. You genuinely meant what you said about them being free to choose. And that security, well, it's kind of magnetic. The opposite of that energy is neediness desperation basically begging. And neediness is a sales killer. Let me show you exactly how this

played out. Just a couple weeks ago, a business owner reached out, runs a consulting firm about 5 million in annual revenue. But he was stuck at a plateau. He'd been at that number for around 2 years. He'd tried hiring, tried

new offers, and everything that he could think of, but nothing seemed to move the needle. We had a great conversation. I understood his problem. I showed him how I could help. mapped out exactly what we'd do together. But when we got to the

end, I could feel that familiar tension building. His energy shifted. He started talking faster. He was about to give me the let me think about it. So instead of pushing, I said, "Look, I genuinely think this could help you break through

the ceiling, but there's no pressure at all. You're completely free to say no or take more time if you need it. I'd rather you make the right decision than feel rushed." Then I stopped talking. 5 seconds of silence, as usual, felt like

an hour, but I could see him processing, thinking, making a decision. Then he said, "No, you know what? I've been thinking about this for months. I keep putting it off and waiting for the right time. So, let's just do it. $35,000 deal

closed in that moment. No pitch deck, no pressure, no handling objections, no let me send you a proposal." The freedom I gave him became the permission that he needed to give himself. So, here's exactly how you implement the freedom

close method starting today. Step one, separate value from commitment. Before you mention next steps, you've got to get them to confirm the value first by asking, "Does this feel like it would solve the problem you described?" Write this question down. Practice it in front

of the mirror until it feels natural. The goal here is to get a yes on value before you ever bring up commitment.

After all, if they don't feel like this is going to help them, there's pretty much no point saying anything else. Step number two, invite obstacles. Now, I know this feels backwards, but it's pointless to try to pretend that

objections and concerns just don't exist. So, you're much better off facing them head-on. So, after they confirm the value, ask what would stop them by saying something like, "Is there anything that would prevent you from moving forward?" This surfaces hidden

objections so you can address them. Please do not skip this step. Hidden objections don't disappear. They just show up later as ghosting. Step number three, craft your freedom close. Write out your version of the freedom close, and it should include three elements.

Number one, acknowledgement that they might say no. Number two, genuine permission to take more time. And number three, zero pressure language. Here's a template you're free to use exactly as is or adapt. I think this could really work for you, but you're completely free

to say no or take more time. I'd rather you make the right decision than feel pressured. Step number four, practice the pause. After your freedom close, sit in silence for a full 7 seconds. Time it with a clock if you have to. It's going

to feel uncomfortable. Pretty much unbearable the first few times you do it. That discomfort, though, is the signal that you're doing it right. The pause is where they make their decision.

So, you don't want to steal that moment from them. Step number five, mean it.

This is the most important step of all. You cannot fake this. If you deliver the freedom close, but you're secretly desperate for the yes, they're going to feel it. Your voice is going to tighten.

Your energy will shift and the whole thing falls apart. You have to genuinely be okay with them saying no. You have to actually believe that a wrong fit client is worse than no client at all, which believe me, they are. That energy is

what makes this work. Now, before you run out there and try this, three warnings. Get these wrong and the freedom close method will backfire.

Warning number one, you can't fake freedom. Now, I know I just said this, but it's worth repeating here. If you say the words, but your energy is desperate, it's not going to work.

People can feel when you're genuinely okay with a no versus when you're using a technique to try to manipulate them.

The freedom has to be real. If you're not there yet, if you need every deal in order to survive, work on your pipeline first. This method requires abundance thinking, not scarcity. Warning number two, the pause is non-negotiable. I've

watched people deliver a perfect freedom close and then immediately ruin it by filling the silence with you're free to say no. So, what do you think? I mean, no pressure, but just stop. The pause is where the magic happens. Every word you

add after you're free weakens the effect. Don't skip it. Warning number three, this isn't a trick. The freedom close method isn't about manipulating people into a yes. It's about transferring the decision back to them in a way that removes resistance. If

your offer isn't good for them, this won't save it. Good offers plus freedom equals yes. Bad offers plus freedom still equals no, as it should. If you want to pressure people into decisions that they're later going to regret, this

isn't for you. I only work with clients who are excited to work with me, and you should want the same. You've got the gatekeeper method, the 10 dark psychology tactics, the black sand, the freedom close. That's the conversation

handled. But what about everything that happens before they get on a call with you? Because here's the truth. You can master every closing technique in the world, but if you don't have a system bringing people to you in the first

place, you got nothing to close. What you're about to see is one system that does both jobs. Gets clients, delivers results. It's the same machine.

If trying to get more clients feels like a full-time job, you're doing it wrong.

Most agency owners, coaches, and service providers are stuck in the same pattern. They spend hours on outreach and content and networking just to land a client.

Once they do, they shift all their focus to delivery. Marketing stops, the pipeline empties, a few weeks later, they're back to chasing leads again.

Income goes up one month and then crashes the next. It's this constant reset. I know that because that used to be my reality. I've built three separate sevenfigure agencies over the past decade plus, and none of them scaled

until I changed just one thing. That one thing was I stopped treating client acquisition and delivery as two separate problems. Since then, I've helped over a thousand service-based businesses rebuild their offers around a single system that brings in clients and

delivers results at the same time. In this video, I'm going to break down why your current model is holding you back, what it takes to stop the income roller coaster, and how to build one system that attracts and serves clients without

burning you out. I call this system the client machine. It's a four-part system for getting clients and keeping them.

You build it once, you use it to get your own clients, and then you install the exact same thing for every client you land. That's your offer. That's your service. That's your entire business.

And you're not selling marketing. You're selling systems. And the four parts are pretty simple. Part one, attract. Never chase again. Part two, capture. Never lose a lead. Part three, convert. Never miss a call. Part four, multiply, never start from zero. Same system, two

revenue streams, one machine. And I don't mean that in some abstract way. You literally build these four things.

You then use them to land clients. Then you turn around and install the exact same automations, the exact same workflows for the clients that you just landed. You're not selling them something that you don't use yourself.

You're showing them what's already working for you and then offering to do the same thing for them. Now, if you want passive income without talking to real businesses, this isn't it. This is for people who want leverage, not

lottery tickets. But here's why this matters right now. AI just changed everything. Voice AI can answer phones 24/7. Automations can respond to leads in seconds. You can offer what agencies used to charge $5 or $10,000 for at a

fraction of that cost. But most businesses have no idea this exists. They're still answering their own phones, still responding to leads the next day or not at all. Still losing customers to whoever gets there first.

And no, this isn't some janky, sketchy robot voice that makes people hang up. This is actual conversational AI that qualifies leads, answers questions, and books appointments. It works, and I use it every day. In 12 to 24 months,

everyone's going to be doing this. But right now, this is your edge. So, let me show you what the whole system looks like piece by piece. Part one is attract. The goal here isn't to get more followers or more likes. It's to

initiate conversations because conversations lead to clients. So, we use what I call micro trigger posts.

Simple content designed to start a conversation. Let me give you a real life example, though. Let's say that you're an HVAC company. Well, you post a short video that says something like this. As an HVAC tech, I'm not supposed

to tell you this, but most AC problems don't need a full system replacement. For example, the company I used to work for would quote $8,000 replacements on units that just needed a $200 capacitor.

Comment AC below and I'll send you our free AC diagnostic checklist. That's it. One video, one keyword, one automation.

Someone comments AC, the system replies to their comment automatically. Sends them a DM with the checklist and it adds them to your CRM. Comment, DM, conversation, client. And the industry doesn't matter. This works for dentists and roofers and lawyers, anyone where

trust beats ads. And here's the psychology behind why this works so well. When someone comments publicly, they're making what's called a micro commitment. They've said yes to something small. And once they've said yes once, they're more likely to say yes

again. So small commitments lead to larger commitments. Plus, these posts don't take a lot of time to create. You can film four of these in under 10 minutes. Just post one a day, then watch the DMs roll in. Here's the double win.

You use this to get your own clients. Then you sell it by saying, "I'll create content that brings you leads." Part two is capture. Attract is there to get attention. Capture is there to well capture it. If you respond to a lead in

under five minutes, you are 100 times more likely to connect with them than if you wait 30 minutes or more. But most businesses take hours, sometimes days.

By then, the lead's already talked to three different competitors, probably signed with whoever answered first. So, we build speed to lead. The moment someone reaches out through a form, a comment, a message, anything, the system fires automatically. There's an instant

SMS, an instant email, there's an internal notification. So the lead hears from you in seconds. And this alone puts you ahead of 90% of businesses. But here's where it compounds. You use this so you never lose a lead to slow

response. Then you sell it by saying something like, "Every lead gets a response in 60 seconds." Part three is convert. This is where most businesses bleed money without even realizing it.

Most businesses miss 30 to 60% of their calls, sometimes more. That $3,000 job that called at 7:00 p.m. while you were at dinner, well, it went to voicemail, but they didn't leave one because people rarely do. You may have called them back

the next day, but no answer, and they're gone. That was a customer, and you'll never know what that call was worth. So, to fix this, we set up voice AI. Now, instead of them getting voicemail, every call gets answered. Instead of chasing

people back, appointments land on your calendar. Instead of guessing what you missed, you wake up to booked revenue.

Then there's no shows. The people who book appointments that don't show up. Well, to fix that, we install a simple reminder system I call no-show prevention that sends a confirmation, 24-hour reminder, and then day of reminders. Altogether, this cuts

no-shows nearly in half, without you chasing anyone. And this is where things get really unfair because again, you use this so that you never miss a lead, even at 2 a.m. Then, you sell it by saying something like, "Phone answered 24/7,

calendar full, no shows cut in half." Part four is multiply. This is the easiest money you'll ever make. Your past customers already know you and trust you and they've paid you before.

This is why a repeat customer is five to 25 times more valuable than a new one.

And yet, most businesses completely ignore their past customer list. So, we run a reactivation campaign. Simple message to people who already said yes once before. But let me give you an example of what this looks like. For dentist, it might be, "Hey, it's been a

while since your last cleaning. We've got a free teeth whitening session for patients who booked this week. Want me to save you a spot?" Let me give you another example. for an auto shop could be, "Hey, noticed it's been 6 months

since your last service. We're doing free wiper blade replacements this month for returning customers. Want us to save you a set?" Both of these examples have the exact same structure. We're just using different bait. Either way, the AI

handles the back and forth. And the math, well, it checks out fast. 500 past customers, if only 3% come back at 500 bucks each, that's $7,500 in pure profit. No ads, no cold outreach, just one simple, fully automated campaign.

Then there's reviews. Reviews compound everything. Trust, SEO, conversations. This is why we set up an automation that asks for a Google review after every completed job. Now, here's why this matters for you. You use this to generate revenue this week from people

who already trust you. Then you sell it. Again, saying something like sales this week from your existing list or 20 new reviews in 30 days. So, here's what you actually have. Attract, you post content that starts conversations. Then, you

sell content creation. Capture, you respond in seconds. Then you sell speed to lead. Convert, you answer every call and fill your calendar. You sell 24/7 answering and booking. Multiply. You reactivate past customers and generate reviews. You sell reactivation and

reputation. I've installed versions of this for over a thousand agencies and local businesses across HVAC and dental and legal and home services. It works the same every time. The beauty here is that you're not scrambling to figure out

what to deliver. You're not building two separate businesses. You build one system that does both jobs at the same time. Attract, capture, convert, multiply. You just saw how to build one machine that runs your entire business.

Now, I'm giving you a complete psychological arsenal. 15 cognitive biases and marketing triggers that make people buy. From the halo effect to something called blind spot bias. And here's what's crazy about that last one.

These triggers are so deeply wired into how we think, they work even when you know they're being used on you. So, pay close attention to that. It changes everything.

In this episode, I'm going to unpack 15 different psychological triggers and cognitive biases that we as marketers use on a pretty much daily basis to help influence and persuade and guide people in the direction that we want, which is

typically to buy stuff. Now, if you have a business and want to get more customers, more clients, and more sales, these will help. And if you work for a business and want to get them more customers, more clients, and more sales,

well, these will help. And if you've ever shopped at a business, well, these cognitive biases and psychological triggers are important for you to know so you can arm yourself against unethical and unscrupulous marketers trying to sell you things you just don't

need. But I must say, these principles, these psychological triggers, and these cognitive biases are so powerful that even when you know they're actively being used against you, you still can't stop them. Like some kind of weird marketing magnet that just draws you in

and takes all your money. All right, so let's get to it. All right. So, the first psychological trigger, cognitive bias, that you need to be aware of is something known as the halo effect.

Essentially, the halo effect is really just a fancy term for that first impression bias or the fact that the first impression that you have with a brand or a business or a person. Well, it's going to influence all of your

future interactions with that brand or person or business and it's going to influence them a lot. Basically, that first impression, that first exposure to a message or a person or a brand or a business is so heavily weighted that

it's going to color and influence and really direct all of your attitudes and beliefs and understandings about this person and about this business moving forward and well into the future, even even if they're wrong. This is why as

marketers, it is incredibly important to really make sure that you're evaluating all of your marketing, specifically those first touch points, those first interactions that someone could have with your brand or with your business, and really make sure that you're putting

your best foot forward. But there's another advantage as well to really making sure that you're making a positive first impression with someone, and that is that it's going to buffer against any future possible negative experiences. And really, that's where a

lot of brand loyalty comes in is that if you're able to get the relationship started on a really solid foundation and really get it started on that right foot, well, it's going to help protect if something just doesn't go quite right

moving forward. [music] Your client, your customer are still going to perceive you and your brand and your business as more positive overall. If that first impression worked out well, thank you, Halo Effect. All right. And while on the topic of first impressions,

the next cognitive bias we need to take a look at is the serial position effect.

The serial position effect essentially just says that the very first piece of information and the very last piece of information are going to be taken and remembered and and viewed as far more important [music] than basically everything else in the middle. This is

why as a marketer I'm so obsessive about the customer journey and about the marketing funnel and really dialing in not just every step but specifically that first step where we're putting our foot forward. A lot of stuff about feet

today and introducing ourselves in the best way possible with a strong message and a really clear call to action as well as that final piece of the puzzle.

that final call to action that gets them to essentially take [music] some kind of purchasing or buying decision or whatever it is that's in your conversion funnel. In fact, I'm using the serial position effect right now. It's the

reason that I started out this video with the halo effect because I know that it's an important one for you to remember and it's going to help to guide you and sort of push you in the direction of prioritizing your

marketing, really making sure it's dialed in. And then I'm going to wrap it all up with what I believe is one of the most important things that you need to be aware of as well so that it sticks in

your memory. And on the topic of creating memorable experiences and things that are actually going to stick with and resonate with your clients, well, it leads us to the next psychological trigger or cognitive bias known as the recency effect. The recency

effect essentially just says that we as humans, well, we tend to give higher weight or more authority or more importance to the most recent bit of information that we've received rather than all the stuff we've heard before.

This is the reason that one of the core strategies or core principles behind pretty much everything I do when I'm creating strategic marketing campaigns comes down to ways of increasing frequency and increasing touch points and essentially increasing the recency

or how recently someone saw or heard or engaged with some kind of marketing content. To put this in perspective, let's just say that we're thinking about your client or your customer out there living their lives, doing their thing,

and you've got your business and your competitor's business, both trying to get in front of them, both trying to win their business. Well, if one of you is going to be creating more content, more marketing, and more messages, there's a

higher chance that they're going to see these things more recently, which is going to impact their decision making and essentially evaluate the information they get more recently as more valuable.

I think that all made sense. Basically, if they see your stuff most recently, they're going to think it's more important. But there's another way that you can take advantage of that cognitive bias and turn it up a notch, making it

even more effective with our next psychological trigger known as the mere exposure effect. Essentially, what the mirror exposure effect says is that the more somebody sees something, the more familiar they are with it, the more often you're appearing in front of your

clients and in front of your customers, well, the more they're going to naturally like you and trust you. Both of which are unsurprisingly incredibly important to build a solid and sustainable business. So, by trying to appear more often in front of your

customers and in front of your clients, you kind of get to kill two birds with one stone. What a terribly morbid analogy. You get to show up more recently, meaning that they're going to trust your message and view it as more

important and holding more weight. And you're also going to take advantage of the mere exposure effect by showing up more often, which naturally leads to an increase in likability and trust. This is why when it comes to marketing, more

really is more, especially if we're trying to increase frequency and increase touch points. Now, this doesn't mean you need to create completely unique content across all of the different platforms. You can reshare and recycle and take away pieces from

different parts and share it on different networks and automate the entire process so the whole thing happens on autopilot behind the scenes, but you do need to do it. And this means a little bit of groundwork right up

front to set up the whole system and then it can serve you for weeks, months, and maybe even years to come. All right, now let's hit our next one, which is all about loss aversion. This one is relatively simple and should come as no

surprise that people [music] hate missing out on stuff. FOMO, or the fear of missing out, that's real. This is why one of the most important and one of the most valuable tools that you have at your disposal as a business owner, an

entrepreneur, or a marketer is using some form of scarcity or urgency or essentially some kind of incentive that's going to disappear if they don't take action and [music] take action soon. What this means is setting some kind of deadline or some kind of limited

supply. Obviously, make it real, make it genuine, make it authentic. There's no room for fake deadline timers or any of that nonsense here. But given the option of taking action now or putting it off until later, most people put it off to

later. And typically later means never. All right. Next, let's take a look at the compromise effect. Now, the compromise effect essentially just says that well, people are busy and they've got a lot of decisions to make and often

it's hard, if not impossible, to evaluate all kinds of different selections and options and criteria. So, if given the choice, they'll tend to compromise. What this means for you is that if you have a product or a service

or something you're trying to sell, well, you're typically better to break it into two or three different options.

Maybe a lowpriced option, a middle-priced option, and then a highpriced option. The key here is to put the one that you want to sell most in the middle as the compromise option essentially because this is the one that's going to get the most clicks, the

most traction, and the most [music] sales. There's an added bonus as well in that by having a higher priced option, well, you're going to capture 10 to 20% of the market that always wants the premium option and 10 to 20% of the

market that always wants the budget friendly or more economical option. And there's a way you can make that middle option, the compromise option, even more appealing simply by labeling it most popular, which takes advantage of the bandwagon effect. But I'm getting ahead

of myself. We'll get to that in just a second. The other way to make that middleric option seem that much more valuable and that much more of a good deal is by putting that higher price option, well, quite a bit higher and

taking advantage of a principle known as anchoring. Essentially, what anchoring does is it takes advantage of the first piece of information or the first price that someone sees as kind of a a mental anchor that they're going to use to

compare all future prices or future options against. This is why if the first price that you can present to someone [music] is incredibly high or incredibly expensive, well, everything that comes after that is going to seem a whole lot more budget friendly, a whole

lot more approachable. Plus, when comparing things side by side, let's say you do have those three different priced options, and the high-priced option, which was anchored first, is just incredibly high priced. Well, it'll make that compromise option seem like a

really, really good deal. Plus anchoring like most of the psychological triggers and cognitive biases I'm sharing with you here today. Well, there's a little bit of overlap between the serial position effect which gives more weight to the first and last pieces of

information someone sees [music] as well as the recency effect which is the most recent piece of information that someone's heard. Basically, with anchoring like with the serial position or with the recency effect, people tend to be a little over reliant on this kind

of information which again biases their future decision-making. Okay, let's move on to the next one, which is all about choice overload. So, in the previous couple examples, we talked about three different options. Low price, middle price, high price. But what if you want

to go more? What if you want all the prices? All the choices, all the options. Well, you may be shooting yourself in the foot. This is because when we have too many choices, well, essentially, we limit the odds or the

chances of someone doing any of them at all. And if they do take action, it's more likely they're going to be disappointed with the choice that they made. It's the ultimate lose-lose [music] where they're unlikely to make a

choice and if they do make a choice, they just ain't happy. Now, there are a number of studies that go over this. The most famous one is the jam tasting study where they laid out a ton of different

jams and they laid out just a few different jams. And when they laid out all of the choices, very few people bought. And when they laid out just a few different kinds of jams, many people bought. As a marketer, your job is to

eliminate the confusion, to simplify things for your customer and for your client, not because they're not smart and unable to do the thinking for themselves, but because they are smart.

And the way that their brains naturally work will be to overanalyze and overprocess things, which will often lead to inaction. So that's where you step in. You design a customer journey.

You think through the process, through the choices they would need to have, the information they need to receive at every stage, and then you design the marketing funnel or the salesunnel or the customer journey to help walk them

through every single step. All right, next up we have the framing effect. This, I guess, like all of them, is kind of another favorite and one that I use pretty much every single day, which is essentially just framing or positioning

your offer or your message in a way that makes it more attractive to the person that you're trying to talk to. Here's the classic example that's often used to describe the framing effect. Let's imagine for a second that you've

recently been diagnosed with a terrible medical condition. Sorry to hear this isn't a very fun exercise. And two doctors come in to sort of lay out the options and let you know what the odds of success are for a couple different

kinds of treatments. Doctor A says, "Well, with proper treatment, you have an 80% chance of recovery [music] going on to live a happy, normal life." Dr. B comes in and says there's a 20% chance that it's not going to work out so well

for you. we better start making final plans. Now, here's the thing. Both of these pretty much said the exact same thing. 80% chance of recovery or a 20% chance of death. And yet, because they were framed in the possibility of a

recovery versus being framed as a a very negative outcome, well, most people, like a lot of most people, well, they went with Dr. A. This is why it's important when you're creating your marketing message that you're framing things appropriately in a way that

connects with your clients and with your customers. Yes, of course talks about their problems and their pains and their frustrations, but also frames them in a way and kind of spins and positions them in a way where success and a solution is

possible and is possible for them. After all, one of the biggest and most important lessons in all of marketing is that it's always about the client. It's always about the customer. It's always about who you're speaking to, what their

needs are, what their pains are, what their frustrations are, and how you can communicate the solution to them. And on the topic of them and the people you're trying to serve, we'll move on to the next cognitive bias, which is the IKEA

effect. The IKEA effect is an amazing phenomenon where essentially people just value things more when they get to play a part in its creation. The classic study that was done on this is they had a group of participants build a bunch of

little Lego creatures, little bionicles. Anyway, people built these things and then were asked to assign a value to them. And unsurprisingly, they assigned value to the ones that they created as worth more money. Essentially, the mere fact that they spent time, they spent

energy, they were now a part of this process made them perceive that these little Lego creatures were worth more than they actually were. Now, the marketing key here is to incorporate and to include elements of engagement and connection and including your clients

and your customers and your audience and the people you seek to serve in as much of the creation process as you possibly can. This is why I'm such a big fan of asking for feedback and asking for comments and asking for surveys and

guidance and advice and anything I can do to keep the conversation going. On that note, be a perfect time to ask you to smash that thumbs up button and make sure to leave me a comment below this video with what your biggest takeaway is

so far from all of the different cognitive biases that we've talked about. And just for doing that, I want to thank you in advance because you're such a smart and capable [music] and amazing person. Now, of course, I

believe that. I know you're smart. I know you're amazing. And I know you're capable. But what I also just did there was take advantage of a cognitive bias known as the Pyon effect. So, let's talk about that. Now, the Pyon effect, also

known as the Rosenthal effect, is essentially the cognitive bias, psychological trigger, where high expectations lead to better performance and better results. Basically, when you put higher expectations on the people that you serve, on your clients, on your customers, as well as on your friends

and family, well, the result tends to be higher performance. This is why treating your clients and customers as smart and capable and respectable people, well, it's not just kind of common sense, but it actually turns out to be pretty good

business practice as well, because in return, they're more likely to act smarter and [music] more capable and more respectable, which is good for you, good for them, good for everyone. But you already know that, right? And that leads us perfectly to our next cognitive

bias, confirmation bias. What the confirmation bias says is that we as humans when we receive new information, well, we tend to run it through a certain kind of filter where [music] it confirms and sort of affirms the beliefs

and the identity that we already have. Basically, if you read something that's relatively neutral, doesn't take a position one way or another, well, you're more likely to view it as taking your position and supporting your views.

Whereas someone else who has the complete opposite mindset or complete opposite beliefs, provided that article or that piece of content is relatively neutral, well, they're going to believe that it supports their views and their beliefs. Understanding this and you can

really start to see how people get into such hot water with different views and different beliefs. Now, the key here and the way to tap into confirmation bias is to first really understand your ideal target market, that person that you want

to serve and that really wants to do business with you. and understand what makes them tick, what do they believe, who do they feel they are, what do they want, and what do they not want? When you do this, you're able to frame pretty

much all of your future content and really allow them to just start nodding their heads in agreement with everything you say because you're confirming things that they already believe, making you seem more relatable and more authentic and more likable. When you're able to

confirm someone's beliefs as right and affirm their identity as right, [music] well, they really start to buy in. This is powerful stuff. All right, next let's talk about the Peltzman effect or risk compensation theory. It's actually also known as the zerorisk bias, but names

aren't important here. What is important is understanding just how much people don't want to take any risks. Now, I kind of touched on this when we talked about loss aversion, but this is essentially taking your marketing and your messaging that extra step further.

Really making sure that your offer, your business is as low risk or no risk as possible. Basically, if given the choice between a business or an offer that had some element of risk and a business or offer that had basically no risk, well,

most people, if not all of them, are going to go for the no- risk one. So, how can you overcome this level of risk?

Well, the obvious answer is by including some kind of guarantee. Money back guarantee, 30-day guarantee, whatever guarantee. But sometimes you're not in a position to offer a guarantee, in which case you really have to double down on your marketing, specifically the social

proof elements by providing testimonials [music] and case studies and proof of results and basically just saying that what you're claiming is true is actually true. Also doing your best to establish trust early and often throughout the relationship and taking advantage of

that halo effect by making sure that that first impression is a good one by again putting your best foot forward again with the feet with a nice and clean and professional design and message and essentially presentation to your market. The beauty is is that when

you do this, especially when you're able to tap into elements of social proof, which is essentially just showing that other people, like the people you're trying to serve, [music] have done this and they've been okay, well, you're also

tapping into another psychological trigger known as the bandwagon effect. The bandwagon effect is all about doing what other people do. Like my mother used to ask me, if all the cool kids jumped off a bridge, would you jump off

a bridge, too? And according to the bandwagon effect, yes. Yes, I would. And I wouldn't be alone. Most people would join me if all the cool kids were doing it because that's what we do as humans.

We look to other people, especially people that are like us or that we aspire to be like, in order to help us make decisions. This is why providing elements of social proof and testimonials and showing others who've gone before, done the same things and

had great results from it is such a powerful motivator to get someone to take action. The more proof that you can show that other people have had success, the better. And the closer that these people match the identities or beliefs

or values or appearance of the people you're trying to reach, well, the better as well. After all, what you're trying to overcome here is the objection that people like me don't do that. And if you're the one that's able to say, "Oh,

yeah, they do. People like you do that all the time." Your business will grow.

All right. Next, let's talk about blind spot bias, which of all of the biases and psychological triggers we've talked about, this one is perhaps my favorite and also the most interesting.

Basically, what the blind spot bias says is that all of the things that I've just talked about, including a ton of other cognitive biases and psychological triggers I didn't have time to get to, well, all of them are invisible to the

people that you're trying to talk to. They don't know they're happening. They're so deeply rooted in our fundamental makeup and our psychology as human beings that we can't recognize when they're actively being used against us, even when we're being told they're

being used against us. Yes, that's right. Even if someone is to come out and tell you, hey, don't let anchoring impact your future decision, well, it still seeps in. This is because our brains are busy, busy places, and we

have to rely on these mental shortcuts to quickly evaluate information and help us make decisions. Now, of course, the best way to use all of the cognitive biases and psychological triggers that I've discussed with you here, the best

way, and also importantly, the most ethical way is to make sure that you're building them on a solid marketing foundation. Let's be honest. You just watched two hours of psychology that most people will never understand. The Gatekeeper Method, 10 Dark Psychology

Tactics, The Black Sand, The Freedom Clothes, The Client Machine, 15 Triggers, and I know what might be happening in your head right now. You're either thinking, "This is exactly what I needed, and you're ready to actually build something." Or you're already

looking for the next video, the next tactic, the next thing to consume that makes you feel productive without actually doing anything. Do you remember what I said about the blind spot bias?

These principles work even when you know they're being used. So, let me use one on you right now. If you're the kind of person who takes action, who implements instead of just consumes, I put together my complete agency OS. This is the exact

system I use to get clients, close them with everything you just learned, and deliver results without hiring employees. The link is in the descriptions below this video, but you are completely free to say no. If you're ready though, I'll see you on the