Do Your Clients ACTUALLY Want to LEARN from You?

In a recent newsletter from Atomic Habits author James Clear, he shared the following quote:

"Most people don’t want accurate information, they want validating information. Growth requires you to be open to unlearning ideas that previously served you."

And that made me think.

By golly - he's right.

When I read an article, there's a huge part of me that wants it to confirm something I'm sure I'm right about. And there's a little part of me that wants to learn something.

After all, a liberal isn't going to pull up Fox News on a regular basis because they're only going to talk about the things the liberal is going to disagree with. I don't read a lot of articles that talk about a 2-hour workout because I want to do a 30-minute workout. And you're never going to change someone's mind about investing by being bossy and telling them what to do in a blog without easing them into it.

So, what's a marketer to do?

1. Congratulate

First, give me an "atta-girl" for even showing up, reading the article, watching the video, or making the appointment. I'm a grown up. No one ever gives me positive reinforcement. My kids are mean. I'm insecure and I need it.

2. Validate

Tell me that I'm right about something! Allow me to have that moment of smugness because I've been doing something right all along.

"You've done a great job of putting money in your savings account! Now we can take it a step further."

"I know you feel behind about saving for college, but you're here now which is exactly where you're supposed to be!"

"Great job saying 'no' to investing in your sister's Alpaca farm! Now we can get you on the right path."

3. Educate

Now, I'm hooked. I'm feeling warm and fuzzy about you and like we're on the same page. It's time to ease me into what I really need to be doing.

You can't see me, but right now I'm giving myself an "atta-girl" for coming up with this brilliant concept and making it rhyme. And the truth is, I haven't told you anything you don't already know; I've just given you three simple steps to follow.

And if your kids are mean, too, just know that I'm proud of you for reading this.