A financial advisor has great first meetings and then watches clean proposals die on "let me think about it." Brian and Dave find what the ones who do sign show up already carrying — proof and trust from other people — and walk all seven of the principles of persuasion popularized by Robert Cialdini in "Influence," with unity added later in "Pre-Suasion." They get into using only the signals that are actually true, the ethical line between persuasion and manipulation, and — because this is a regulated business — why a client's permission is not the compliance standard for a testimonial. Monday Move: choose one real client story and put it through whatever advertising-compliance review governs your practice; if it clears, it becomes your proposal's social proof.
Written version and this week's Monday Move: The Operator's Library at mmsvegas.com.
What is The 10-Minute Marketing Fix?
The greatest marketing ideas of all time, explained in ten minutes, with one thing you can do Monday morning.
Each episode takes one real business problem, pulls out the principle that actually solves it, and hands you the move. Brian Kasday and his co-host work an enduring marketing principle out of the seminar and into a business you would actually recognise. No hype, no jargon, nothing you need a whiteboard for.
Part of The Operator's Canon, from MMS Vegas and The Operator's Library at mmsvegas.com.