Never try to change your prospects’ minds.

Have you ever tried to change someone's mind? And failed miserably? You're not alone. In this podcast, we'll explore why it's so difficult to change someone's mind, and what you can do instead to better persuade them.

After listening to this podcast, you'll know how to better identify your target market, what cognitive biases to avoid, and what methods of persuasion are most effective.

I always try to be in concert with my audience’s beliefs and absolutely avoid disagreeing with or challenging those beliefs.

This may sound obvious, but all too many coaches, consultants and small business owners interpret “persuasive” selling as meaning that one persuades a reader, listener or prospect to change his or her mind.

Not going to happen.

Your job is to persuade the reader, listener or prospect to do something they are already inclined to do.