Open Ack!

Acknowledgement

This book is in draft.

When it's no longer a draft this will be gone.

Thanks to Jeremy Haynes, Jim Edwards and Pedro Bermundez for inspiring this book through their writing and content.

And to Alana who lets me do fun stuff sometimes.

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Open Intro

Intro

Most business owners think they’re selling a product, a service, or a skill.
Wrong.

What you’re selling is a decision.

Every decision your customer makes is powered by psychology.

When someone clicks your ad, opens your email, or replies to your LinkedIn post, they’re not doing it because of you.

They’re doing it because something in your words triggered a bias in their brain.

As humans, we don’t buy logically. We buy emotionally and then justify it with logic later. That’s why the most successful marketers, salespeople, and copywriters all rely on the same tool: behavioral psychology.

I spend a lot of time on these toipcis because I am hyper rational and always sell from logic, which is why I don't have 10 houses and 8 ferraris (yet). Those days are behind me now and I'm showing what I've learned here.

This workbook gives you 29 of the most powerful psychological triggers - aka biases. And it shows you how to use them in your own content.

Th

Open Why We Do It

Why We Do It

It's important to remember that every interaction with someone needs to build trust. If you aren't doing that, you might as well go back to working in the mail room.

Because you aren't persuading people with features (most of the time). You need to get them to stop everything and pivot their intent.

So what’s involved? What are the big ideas so I can go get a coffee and feel like I did something?

1. Copywriting That Converts

Good copy does not describe a product. It moves people to act.
By weaving in these 29 biases, your copy will:

• Stop readers mid-scroll.
  
• Hold their attention.
  
• Push them to make a decision now, not later.
  
• Feel that they made a good decision

2. Sales That Don’t Feel Pushy

Selling is persuasion. But persuasion doesn’t mean pressure.
These biases help you:

• Overcome objections before they’re raised.
  

Open How to Use This Workbook

How to Use This Workbook

This is a tool you work through.

• Each module explains one bias: what it is, why it works, and how to apply it.
  
• You’ll see real content examples (LinkedIn, Instagram, Email) - some from my own experiences.
• You’ll complete exercises to rewrite your own posts with the bias in mind.
  
• You’ll reflect on where that bias fits best in your niche.
  

By the time you finish, you’ll have:

• A library of persuasive posts.
  
• A sharper eye for what makes content convert.
  
• A repeatable process for turning psychology into sales.

And probably a headache.

No - I kid! This stuff is gold!

(You don't need to go in order, you can just find what you need and use it. )

TRUST ME.

Open Why me?

Why Me?

Great question.

I have always had a keen interest in marketing - for as long as I can remember I was always trying to write full page ads for anything and everything.

When I finally started actually working at Agencies and Marketing Automation companies, it was so eye opening to see how the sausage is made.

We often talk about direct response copywriting but we don't really get into the details of how to craft compelling messaging. At least not in the way this reference does.

Over the last year I've been steeped in writing copy and content - and finally realied I didn't have all the pieces. And that most people don't have them either.

So I gathered a bunch of material and put it into this book. That was how I spent the summer of 2025.

I didn't invent marketing psych. I claim credit for none of these ideas. My goal is to make it simple to use for others to acquire more high paying clients who keep buying.

About Matt

Matt is the Founder and CEO of Propellerh

Open Honesty

Module 1: Honesty

“Nothing builds trust faster than admitting you have no idea what you’re doing.”

Definition
People are more likely to trust and buy from people and brands that are transparent about their strengths and weaknesses.

Why It Works
Honesty lowers defenses. When you reveal flaws or past mistakes, people see you as credible and relatable and approachable. Vulnerability tends to make others become unguarded.

Examples in Content

• LinkedIn: “I spent 6 months building a feature nobody used. Here’s what I learned.”
  
• Instagram: A raw video post: “I was ready to give up this week. But this changed my perspective…”
  
• Email subject line: “I need to apologize - I said coffee was bad for you.”
  

HOT TIP : Don't get carried away. "What I learned about selling from my dog being run over" is going to get some eyeballs for sure, but it make make you appear aloof or just weird.

Exercises

1. Rewrite Prompt: Find a past piece of conte

Open Mental Engagement

Module 2: Mental Engagement

“If your post feels like homework, make sure it’s at least open-book.”

Definition
People pay attention when content makes them think or solve a small challenge.

Why It Works
Engagement is active, not passive. A riddle, a puzzle, or a thought-provoking question forces the brain to lean in, keeping attention longer.

Examples in Content

• LinkedIn: “Which one of these 3 sales tactics do you think boosted revenue by 40%? (Hint: it’s not the obvious one).”
  
• Instagram carousel: First slide: “Guess which design increased conversions…” Final slide reveals the answer.
  
• Email subject line: “Pop quiz: Which headline worked better?”
  

Exercises

1. Rewrite Prompt: Take a flat, educational post you’ve written. Turn it into a question or quiz format.
   
2. Fresh Post Template:
   
   • Hook: “Quick quiz: Which [X] do you think worked best?”
     
   • Body: Present options, walk through the logic, reveal the surprising wi

Open Harmony

Module 3: Harmony

“A brand that sounds like Shakespeare but looks like Comic Sans is basically catfishing.”

Definition
People prefer brands whose tone, visuals, and values feel consistent and aligned.

Why It Works
Consistency builds recognition and trust. When everything “feels like you,” people know what to expect and that predictability feels safe.

Examples in Content

• LinkedIn: “Why we dropped jargon from our copy, so our brand finally matches who we are.”
  
• Instagram before/after carousel: Slide 1: old chaotic design. Slide 2: clean, on-brand redesign.
  
• Email: A consistent newsletter format with recurring sections (like “Monday Mistakes”).
  

Exercises

1. Rewrite Prompt: Look at your last 5 posts. Did the voice, tone, and design feel aligned? Rewrite one to sound exactly like your brand voice.
   
2. Fresh Post Template:
   
   • Hook: “We realized something felt ‘off’ in how we showed up…”
     
   • Body: Show what was mismatched

Open Curiosity

Module 4: Curiosity

“Your audience is basically a cat—dangle mystery, and they can’t resist.”

Definition
Intriguing, incomplete, or unusual information motivates people to learn more.

Why It Works
Curiosity creates an “information gap.” Your brain hates open loops and will stick around until it’s closed.

Examples in Content

• LinkedIn: “The one thing that almost bankrupted us (and how we fixed it).”
  
• Instagram carousel: First slide: “This mistake costs marketers millions every year…” Final slide reveals what it is.
  
• Email subject line: “The growth hack no one talks about.”
  

Exercises

1. Rewrite Prompt: Take a headline or hook you’ve written that gives away the whole point. Rewrite it so it withholds the key detail.
   
2. Fresh Post Template:
   
   • Hook: “I was about to give up when something shocking happened…”
     
   • Body: Build tension, drip hints, then reveal the payoff.
     
   • CTA: “Want the full playbook? Comment YES.”

Open Hope

Module 5: Hope

“Marketing hope is like selling kale smoothies: you’re really just promising a better version of them.”

Definition
People respond to messages that promise a better future or transformation.

Why It Works
Hope pulls people forward. Showing a “before and after” transformation makes your audience imagine their own future success. People want to see the end of their journey to inspire them to move forward. Obama ran his campaign on this.

Examples in Content

• LinkedIn: “Two years ago, we were drowning in debt. Today, we’re profitable-and here’s how we turned it around.”
  
• Instagram reel: Before/after client journey: “From burnt-out to booked-out in 6 months.”
  
• Email subject line: “Imagine doubling your leads in 90 days.”
  

Exercises

1. Rewrite Prompt: Take a tip you’ve shared before. Instead of presenting it flat, reframe it as a “before and after” transformation.
   
2. Fresh Post Template:
   
   • Hook: “Six months ago

Open Patterning

Module 6: Patterning

“Routines are just patterns we agreed to find comforting.”

Definition
Our brains love recognizable patterns. Repeated structures or themes make content easier to process-and more addictive.

Why It Works
Predictability builds habit. When people know what to expect, they come back for more. That’s why “series posts” or recurring themes get higher engagement over time.

Examples in Content

• LinkedIn: Weekly post series: “Friday Funnel Fix” with a new optimization tip every week.
  
• Instagram: “Motivation Monday” reels with the same format and style.
  
• Email: A consistent “Tip of the Week” section readers can rely on.
  

Exercises

1. Rewrite Prompt: Pick one of your random one-off posts. Reframe it as part of a weekly series.
   
2. Fresh Post Template:
   
   • Hook: “It’s [Day/Theme] again-and here’s today’s tip…”
     
   • Body: Deliver a concise insight, in the same format as last week.
     
   • CTA: “Want me to keep thi

Open Familiarity

Module 7: Familiarity

“Repeat yourself often enough and people start calling it ‘branding.’”

Definition
The more often people see something, the more they trust it. Repetition makes ideas (and brands) feel safe and reliable. Think about politics - you say something over and over and people start to believe it.

Why It Works
It’s the “mere exposure effect.” Familiarity breeds comfort. When people keep seeing your brand voice, visuals, or message, they start to accept it as truth.

Examples in Content

• LinkedIn: A CEO who repeats the same 3 leadership principles across dozens of posts.
  
• Instagram: Branded templates and color schemes reused in every carousel.
  
• Email: A catchphrase or branded sign-off in every newsletter.
  

Exercises

1. Rewrite Prompt: Take one of your posts and identify your core message. Rewrite it in a different way-but keep the message identical.
   
2. Fresh Post Template:
   
   • Hook: “You’ve probably heard me say

Open Specificity

Module 8: Specificity

Definition
Specific details like numbers, facts, real examples are more believable than vague statements.

Why It Works
Specifics feel real. “I boosted sales” is fluff. “I boosted sales by 47% in 90 days” sounds credible, because numbers trigger trust.

Examples in Content

• LinkedIn: “Our webinar pulled in 1,312 signups, with 27% converting to demos.”
  
• Instagram carousel: First slide: “3 mistakes that cost me $87,000 last year.”
  
• Email subject line: “How I landed 14 new clients in 30 days.”
  

Exercises

1. Rewrite Prompt: Take one of your posts with vague claims. Replace every general statement with a number or concrete detail.
   
2. Fresh Post Template:
   
   • Hook: “In [X time], I [specific measurable result].”
     
   • Body: Explain the process, with details and metrics.
     
   • CTA: “Want me to break down the full numbers? Comment DATA.”
     
3. Reflection: Where in your niche could you replace vague advice with

Open Guilt

Module 9: Guilt

Definition
People act when they feel they’ve neglected a responsibility...especially if it’s framed as something they should be doing.

Why It Works
Nobody likes feeling they’re falling short. Guilt nudges action by reminding people of their obligations or missed opportunities.

Examples in Content

• LinkedIn: “When’s the last time you checked your website’s load speed?”
  
• Instagram: Reel: “You say you want to grow, but when’s the last time you posted content?”
  
• Email subject line: “You still haven’t updated your password.”
  

Exercises

1. Rewrite Prompt: Take one of your soft educational posts and sharpen it with a “should” angle, what responsibility is the reader ignoring?
   
2. Fresh Post Template:
   
   • Hook: “When’s the last time you [important action]?”
     
   • Body: Highlight why neglecting it hurts them.
     
   • CTA: “If you haven’t done this in the past 30 days, make it priority #1 this week.”
     
3. **Reflectio

Open Simplicity

Module 10: Simplicity

Definition
Simple, clear messages are easier to understand, remember, and share.

Why It Works
Complexity kills action. The simpler your message, the faster it spreads. People share clarity, not jargon.

Examples in Content

• LinkedIn: “3 steps to triple your LinkedIn reach.”
  
• Instagram carousel: Each slide has only 1 word: “STOP. OVER. THINKING.”
  
• Email subject line: “The one-sentence pitch that got me 5 clients.”
  

Exercises

1. Rewrite Prompt: Take a bloated, jargon-heavy post. Rewrite it as a 3-step list or one-line insight.
   
2. Fresh Post Template:
   
   • Hook: “Here’s the 3-step formula I use for [result].”
     
   • Body: List each step in one line.
     
   • CTA: “Which step do you overcomplicate?”
     
3. Reflection: Where are you over-explaining when you should be simplifying?

Open Exclusivity

Module 11: Exclusivity

"I refuse to join any club that would have me as a member"

Definition
People value things more when they feel rare, insider-only, or reserved for a select group.

Nascar VIP is a great example of this. American Express marketed entirely with this idea of being in the club (although since expanding their product line for EVERYONE it no longer works).

Why It Works
Exclusivity plays on belonging and scarcity. If others can’t have it, people want it more. It makes your audience feel special and chosen.

Examples in Content

• LinkedIn: “I’m opening 5 private coaching spots this quarter—then I’m done.”
  
• Instagram Story: “Only 25 seats left for the live workshop.”
  
• Email subject line: “Private invite: Join our founder’s circle.”
  

Exercises

1. Rewrite Prompt: Take a generic offer you’ve posted. Rewrite it so it sounds like only a small, exclusive group can access it.
   
2. Fresh Post Template:
   
   • Hook: “This

Open Urgency

Module 12: Urgency

"Move fast and break things"

Definition
Deadlines or time-limited offers push people to make decisions faster. A fan favorite of Alex Hormozi. And very common.

Why It Works
When time is short, hesitation disappears. Urgency overcomes procrastination by making people choose now.

Examples in Content

• LinkedIn: “Early-bird pricing ends in 48 hours.”
  
• Instagram reel: Countdown clock overlay: “24 hours left to register!”
  
• Email subject line: “⚠️ Last chance: doors close tonight.”
  

Exercises

1. Rewrite Prompt: Find a sales post you’ve written. Add a hard deadline or “closing soon” element.
   
2. Fresh Post Template:
   
   • Hook: “You only have until [date/time] to grab this.”
     
   • Body: Explain what’s at stake if they wait.
     
   • CTA: “Don’t miss it—claim your spot before midnight.”
     
3. Reflection: Where can you add urgency to your offers without faking it?

Open Desire to Collect

Module 13: Desire to Collect

"Collect all seven dragon balls and get three wishes" - Fortnite

Definition
People are motivated to complete sets or series - they don’t want to miss the last piece. Think about baseball cards and your favorite team.

When I was a kid I tried to get the Reds and Yankees - I didn't care about the other teams, I wanted everyone from those two.

Why It Works
Completion bias kicks in. Once people start, they want to finish. It’s why “part 3 of 5” content gets high engagement.

Examples in Content

• LinkedIn: “This is part 4 of my 5-part series on scaling agencies.”
  
• Instagram carousel: “Day 7 of 30 Days of Content Hooks.”
  
• Email subject line: “Lesson 2 of 3: Don’t miss the final one tomorrow.”
  

Exercises

1. Rewrite Prompt: Take a one-off idea. Reframe it as part of a series.
   
2. Fresh Post Template:
   
   • Hook: “This is part [X] of my [series].”
     
   • Body: Deliver the lesson. Tease what’s coming ne

Open Desire to Belong

Module 14: Desire to Belong

"All the cool kids are doing it"

Definition
People want to feel part of a group, movement, or community.

Who didn't want to be one of the cool kids in school?

Why It Works
Belonging is primal. Content that signals “we’re in this together” makes people want to join and engage.

Examples in Content

• LinkedIn: “Shout out to all the solopreneurs grinding late nights: you’re not alone.”
  
• Instagram post: Client mastermind photos with the caption: “This is what community looks like.”
  
• Email subject line: “Join 3,500 other marketers in our community.”
  

Exercises

1. Rewrite Prompt: Take a personal story. Rewrite it with language that includes the audience (“we,” “our,” “you’re not alone”).
   
2. Fresh Post Template:
   
   • Hook: “If you’re [identity/role], this is for you…”
     
   • Body: Share a challenge, then show how your community handles it.
     
   • CTA: “Want to be part of this? Drop BELONG.”
     
3. **

Open Linking

Module 15: Linking

Definition
When you associate your brand with something people already love, the positive feelings transfer to you.

Why It Works
It’s brand piggybacking. If people already admire a show, trend, or personality, linking yourself to it makes you instantly more relatable.

Examples in Content

• LinkedIn: “Ted Lasso taught me more about leadership than any MBA.”
  
• Instagram meme: Marketing lessons explained using “The Office” clips.
  
• Email subject line: “What Taylor Swift can teach you about branding.”
  

Exercises

1. Rewrite Prompt: Take a dry business tip you’ve shared. Reframe it using a popular show, song, or cultural moment.
   
2. Fresh Post Template:
   
   • Hook: “What [famous person/show] taught me about [topic].”
     
   • Body: Explain the analogy, tie it to your niche.
     
   • CTA: “What’s your favorite [show/book] lesson you’ve applied in business?”
     
3. Reflection: What cultural touchstone would your audience i

Open Satisfaction Conviction

Module 16: Satisfaction Conviction

Definition
People are persuaded when they believe they’ll be satisfied with their choice before they even make it.

Why It Works
Confidence is contagious. If you sound sure your product delivers, people borrow that confidence and trust they’ll feel satisfied too.

Examples in Content

• LinkedIn: “Every single client who tried this framework said the same thing: ‘I wish I’d done this sooner.’”
  
• Instagram reel: Testimonials with the caption: “I knew I’d be happy...and I was.”
  
• Email subject line: “You won’t regret this (here’s why).”
  

Exercises

1. Rewrite Prompt: Take one of your sales posts. Strengthen it with conviction: swap weak “might/should” phrasing for confident “will/do.”
   
2. Fresh Post Template:
   
   • Hook: “Here’s why you’ll be thrilled you did this…”
     
   • Body: Share proof, testimonials, or guarantees.
     
   • CTA: “If you’re ready for the same results, comment READY.”
     
3. **Reflecti

Open Credibility

Module 17: Credibility

"Testimonials describe what has been, and are a promise of what is to come."

Definition
Expert opinions, credentials, and testimonials make your claims more convincing.

Why It Works
People trust authority. Borrowing credibility - through partnerships, quotes, or customer proof adds weight your words alone can’t.

Examples in Content

• LinkedIn: “Harvard Business Review recently confirmed what we’ve been teaching for years.”
  
• Instagram carousel: Screenshots of real client feedback.
  
• Email subject line: “Why Forbes featured our approach.”
  

Exercises

1. Rewrite Prompt: Take one of your posts where you gave advice. Add a credible source (data, testimonial, expert).
   
2. Fresh Post Template:
   
   • Hook: “Don’t take my word for it: here’s what [authority] says…”
     
   • Body: Share the quote, stat, or endorsement.
     
   • CTA: “Who’s the most credible voice in your industry right now?”
     
3. Reflection: Whose

Open Greed

Module 18: Greed

Definition
Offers that promise more value, rewards, or benefits for less effort are highly persuasive.

Why It Works
Greed is simple: people want more for less. Bundle value, overdeliver, or show shortcuts, and people lean in.

Examples in Content

• LinkedIn: “We’re giving away 3 free templates we normally charge $299 for.”
  
• Instagram story: “Get 5 strategies free when you join today.”
  
• Email subject line: “More leads, less effort: here’s how.”
  

Exercises

1. Rewrite Prompt: Take one of your offers. Reframe it to highlight “more for less.”
   
2. Fresh Post Template:
   
   • Hook: “How to get [big reward] without [painful tradeoff].”
     
   • Body: Show how you deliver oversized value.
     
   • CTA: “Want the bundle? Comment VALUE.”
     
3. Reflection: Where in your business can you showcase how you give more than people expect?

Open Logical Justification

Module 19: Logical Justification

Definition
People make emotional decisions, then look for rational reasons to justify them.

Why It Works
Logic reduces buyer’s remorse. When you give rational support: cost savings, efficiency, comparisons. You help people defend their choice to themselves (and others).

Examples in Content

• LinkedIn: Cost-benefit breakdown comparing two tools.
  
• Instagram carousel: “Why this strategy saves you 10 hours a week (with proof).”
  
• Email subject line: “The ROI of switching to [solution].”
  

Exercises

1. Rewrite Prompt: Take an emotional appeal post. Add rational, logical support (numbers, efficiency, time savings).
   
2. Fresh Post Template:
   
   • Hook: “Here’s the math that makes this a no-brainer.”
     
   • Body: Walk through logical justification with numbers or comparisons.
     
   • CTA: “Do you buy more on logic or emotion?”
     
3. Reflection: What rational arguments could back up your most emotional off

Open Emotion

Module 20: Emotion

Definition
Strong feelings such as joy, fear, pride, nostalgia drive decisions more than facts ever will.

Why It Works
People may forget facts, but they never forget how you made them feel. Emotional content sticks, spreads, and converts.

Examples in Content

• LinkedIn: “I cried when the first client said yes. Here’s why it mattered so much.”
  
• Instagram reel: Founder story showing vulnerability.
  
• Email subject line: “Why I almost quit last year.”
  

Exercises

1. Rewrite Prompt: Take a flat, fact-driven post. Add emotion—what did it feel like?
   
2. Fresh Post Template:
   
   • Hook: “I’ll never forget the moment I [emotional event]…”
     
   • Body: Describe with vivid, human detail.
     
   • CTA: “Have you ever felt this way?”
     
3. Reflection: What emotion do you want your audience to feel after reading your content?

Open Proof of Value

Module 21: Proof of Value

Definition
Case studies, demos, and results prove that what you offer actually works.

Why It Works
People want proof. When they see real transformations, they believe yours can deliver too.

Examples in Content

• LinkedIn: “This client grew revenue 63% in 6 months using our framework (case study below).”
  
• Instagram carousel: Before-and-after screenshots of analytics dashboards.
  
• Email subject line: “How Sarah landed 14 clients in 90 days (proof inside).”
  

Exercises

1. Rewrite Prompt: Take a generic success claim you’ve made. Add specific numbers or before/after screenshots.
   
2. Fresh Post Template:
   
   • Hook: “Here’s what happened when [client] tried our system.”
     
   • Body: Walk through the before, after, and measurable results.
     
   • CTA: “Want me to break down the exact playbook? Comment PROOF.”
     
3. Reflection: What client wins or personal case studies could you turn into proof posts?

Open Authority

Module 22: Authority

Definition
People trust and follow those positioned as experts or leaders in their field.

Why It Works
Authority shortcuts trust. If you’re seen as the go-to, people believe you before they even evaluate your argument.

Examples in Content

• LinkedIn: “I’ll be speaking at HubSpot’s Growth Summit next week. Here’s a sneak peek of my talk.”
  
• Instagram reel: Behind-the-scenes of being a guest on a big industry podcast.
  
• Email subject line: “As featured in Fast Company…”
  

Exercises

1. Rewrite Prompt: Take one of your advice posts. Strengthen it by showing credentials, achievements, or authority markers.
   
2. Fresh Post Template:
   
   • Hook: “I was asked to share my take on [topic] at [authority platform/event].”
     
   • Body: Share the insight you delivered there.
     
   • CTA: “Who are the voices of authority you trust most in our space?”
     
3. Reflection: What signals of authority do you already have, but aren’t

Open Storytelling

Module 23: Storytelling

Definition
Narratives make information more memorable and emotionally impactful.

Why It Works
Stories stick. Humans process narratives better than raw facts, and they help people see themselves in your message.

Examples in Content

• LinkedIn: “Two years ago, I was sleeping on a couch. Here’s what happened next…”
  
• Instagram carousel: A 5-slide mini-story of a client’s journey.
  
• Email subject line: “The day everything almost collapsed.”
  

Exercises

1. Rewrite Prompt: Take a flat advice post. Reframe it as a story (beginning → conflict → resolution).
   
2. Fresh Post Template:
   
   • Hook: “I’ll never forget when [moment].”
     
   • Body: Walk through the journey, with a lesson.
     
   • CTA: “What’s a story from your career that shaped you?”
     
3. Reflection: Which moments from your life or client work could become mini-stories?

Open Integrity

Module 24: Integrity

Definition
Ethical, consistent behavior builds long-term trust and loyalty.

Why It Works
People want to support businesses that align with their values. Integrity is a brand advantage.

Examples in Content

• LinkedIn: “We stopped working with clients in [industry] because it didn’t align with our values.”
  
• Instagram reel: Behind-the-scenes footage of ethical sourcing.
  
• Email subject line: “Why we walked away from $50k.”
  

Exercises

1. Rewrite Prompt: Take a success story. Add a detail showing how you chose integrity over shortcuts.
   
2. Fresh Post Template:
   
   • Hook: “We turned down [big opportunity] and here’s why.”
     
   • Body: Explain the values behind the decision.
     
   • CTA: “Would you have made the same call?”
     
3. Reflection: What behind-the-scenes integrity story could you tell that would surprise your audience?

Open Involvement & Ownership

Module 25: Involvement & Ownership

Definition
People value things more when they’ve had a hand in shaping or customizing them.

Why It Works
The IKEA Effect: when people build or co-create something, they feel invested. Letting your audience shape your product makes them advocates.

Examples in Content

• LinkedIn poll: “Which feature should we build next?”
  
• Instagram story: Sticker poll asking followers to choose the next product color.
  
• Email subject line: “We need your vote: pick our next workshop topic.”
  

Exercises

1. Rewrite Prompt: Take one of your announcements. Rewrite it to invite your audience into the decision-making process.
   
2. Fresh Post Template:
   
   • Hook: “Help us decide what’s next…”
     
   • Body: Give 2–3 options, ask them to weigh in.
     
   • CTA: “Drop your choice in the comments and I’ll tally them up.”
     
3. Reflection: Where in your process could you let your audience shape the outcome?

Open Objection Handling

Module 26: Objection Handling

Definition
Addressing potential concerns directly reduces resistance to buying.

Why It Works
People already have doubts in their head. If you raise and answer them first, you remove friction and increase trust.

Examples in Content

• LinkedIn: “Is this too expensive? Here’s why it actually saves money.”
  
• Instagram carousel: Myth vs. Fact format: “Myth: AI replaces humans. Fact: AI makes humans more valuable.”
  
• Email subject line: “Worried this won’t work for you?”
  

Exercises

1. Rewrite Prompt: Take one of your sales posts. Add a “Myth vs. Fact” or “You might be thinking…” section.
   
2. Fresh Post Template:
   
   • Hook: “You’re probably thinking: [common objection].”
     
   • Body: Acknowledge it, then disprove it with proof or logic.
     
   • CTA: “What’s the #1 doubt you have about [topic]?”
     
3. Reflection: What objections come up most in your sales calls that you could handle in content?

Open Consistency

Module 27: Consistency

Definition
People prefer to act in ways that match their past commitments.

Why It Works
Nobody likes feeling inconsistent. If you remind people of what they’ve already said or done, they’re more likely to keep saying “yes.”

Examples in Content

• LinkedIn: “Last month, 800 of you downloaded our guide. Here’s the next step.”
  
• Instagram story: “You voted YES yesterday so here’s the action we’re taking today.”
  
• Email subject line: “You’ve been with us since the beginning. Ready for the next chapter?”
  

Exercises

1. Rewrite Prompt: Take a call-to-action you’ve used. Frame it around what the audience has already done (downloaded, engaged, voted).
   
2. Fresh Post Template:
   
   • Hook: “You already [past action].”
     
   • Body: Position the new action as the natural next step.
     
   • CTA: “Stay consistent: join us here.”
     
3. Reflection: Where can you connect future actions to past audience behavior?

Open Decoy Effect

Module 28: Decoy Effect

Definition
Adding an extra option can drive people toward the choice you want.

Why It Works
When given three choices, people often choose the “middle” option. You can design offers so the choice you want feels like the obvious one.

Examples in Content

• LinkedIn: Pricing breakdown: Basic ($49), Pro ($99), Premium ($499)—Pro looks best.
  
• Instagram carousel: “3 coaching packages: Starter, Growth, Empire.”
  
• Email subject line: “Why most people choose the middle option (and why it works).”
  

Exercises

1. Rewrite Prompt: Take a flat offer. Add a “decoy” option to make the best choice look obvious.
   
2. Fresh Post Template:
   
   • Hook: “Here are 3 options we offer, but 90% of people pick this one.”
     
   • Body: Lay out choices, making the middle the most attractive.
     
   • CTA: “Which would you pick?”
     
3. Reflection: How could you structure your offers so the best choice feels like the only choice?

Open Loss Aversion

Module 29: Loss Aversion

Definition
People fear losing something more than they value gaining something new.

Why It Works
Loss hurts twice as much as gain feels good. Framing in terms of “what they’ll lose if they don’t act” is more persuasive than “what they’ll gain.”

Examples in Content

• LinkedIn: “If you’re not using this strategy, you’re losing $500 a week without realizing it.”
  
• Instagram reel: “3 things you’ll miss out on if you skip this trend.”
  
• Email subject line: “Don’t lose your spot... registration closes today.”
  

Exercises

1. Rewrite Prompt: Take a post about benefits. Flip it to highlight what people lose by not acting.
   
2. Fresh Post Template:
   
   • Hook: “If you don’t do [action], here’s what you’ll lose…”
     
   • Body: Spell out lost opportunities, money, or time.
     
   • CTA: “What’s scarier to you: losing ground or missing opportunity?”
     
3. Reflection: How could you reframe your current offers around *avo