That person who's been watching your content for months but won't buy? They may not be saying no to your offer. They may be protecting themselves from the hope your offer gives.

The one who says "I need to think about it" for the 10th time? They're not indecisive. They're scared of being disappointed again.

Resistance is rarely about logic. It's almost always about protection.

Stanford's 2024 research found that when we try to overcome resistance with logic, the amygdala activates, cortisol increases by 34%, and decision paralysis sets in. But when we acknowledge and navigate resistance instead, the prefrontal cortex engages, oxytocin releases, and safety signals increase.

Fighting resistance creates more resistance. Honoring it creates movement.

This week we'll walk through four universal protection patterns:

The Disappointment Guard — "I can't handle being let down again."

The Identity Guard — "This isn't who I am."

The Vulnerability Guard — "I can't let people see me struggling."

The Exception Guard — "It works for them, but not for me."

You'll learn how to navigate each one with compassion instead of convincing, and how to create safety instead of pressure.

They're not rejecting your offer. They're protecting their hope.

After listening, jump into the group and share your biggest 'aha!' moment.

👉 The Messaging Lab Group.