Lowering your client’s action threshold is vital!
The key to lowering your client’s action threshold is to get to them to “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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