About House of Cortessa The Experience

053: 95% of your customers aren't buying because you're talking to the wrong part of their brain

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.     

STOP THE GRIND: Join me in Nashville this January to architect your 5% income jump in real-time. 👉 Secure Your Seat at The Experience

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:

Connect with Christina: