95% of your customers aren't buying because you're talking to the wrong part of their brain.

Ever wonder why you can have a great conversation with a lead, but they still don’t buy? It’s likely because you’re selling to their analytical "System 2" brain instead of the intuitive "System 1" that makes 95% of all human decisions.

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In this episode, I sit down with Laura Bruner from Vulcan Consulting, an expert who has spent two decades translating psychological science into ethically persuasive deliverables. We dive deep into the 7 Universal Principles of Influence and how you can use them to build real trust and authority without resorting to "shady" marketing tactics.

Inside This Episode:

The "95% Rule": Why appealing to the intuitive "System 1" brain is the secret to closing more sales.
The Hobson Plus One Strategy: How to structure your website offers to avoid decision fatigue.
Ethical Persuasion: Why "fake scarcity" backfires and how to build authentic authority.
The "She-Pete" Strategy: A unique way women can support and elevate each other in professional settings.
Advice vs. Feedback: The one-word shift that turns a critic into a co-creation partner.

Episode Timestamps:

00:00 - Introduction to Ethical Persuasion
04:20 - Reducing Friction with the "Hobson Plus One" Rule
09:50 - System 1 vs. System 2: How the Brain Actually Decides
12:12 - Dr. Robert Cialdini’s 7 Principles of Influence
30:50 - Why You Should Ask for Advice, Not Feedback
36:50 - The "She-Pete" Strategy for Women in Business
45:50 - Motivating Action with Micro-Commitments

Connect with Laura Bruner:

Website: Vulcan Consulting
LinkedIn: Connect with Laura

Connect with Christina:

The Experience Live In Nashville: Get your seat now
House of Cortessa Waitlist: Join the waitlist here
Website: Christina Kokologiannakis