Lowering your client's action threshold is vital!

The key to lowering your client's action threshold is to get to the "run" a different movie in their head. Which, sounds like a more comforting scenario, sitting on a beach while the waves crash, or sitting on a plane as it crashes towards the Earth? Obviously option A is more comforting, but how do you get your clients to run the right mental movie? Sit back, listen, and take notes. 

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