INTELLIGENCE BRIEF:
Nearly every major yes in business is the product of a series of warm interactions. Whether it's a new client, an investor, or a high ticket offer, the real conversion begins long before the pitch.
It starts with “micro-yeses” - a behavioral psychology principle based on the commitment and consistency theory (Robert Cialdini, Influence, 1984). The basic premise: when someone agrees to something small, they're more likely to agree to something bigger next - because they subconsciously want to appear consistent with their past behavior.
That's why smart brands create relationships and momentum.
YOUR MOVE:
Build a pre-offer runway of small agreements that warm your audience and build psychological commitment to working with you. Remember, these agreements should still bring value to your client. This isn't about forcing a yes - each step is also an opportunity for both you and the client to determine if you are the right company for their needs.
THE PLAYBOOK:
Create your runway.
- Micro-Yes #1: Agreement with your worldview. Early messaging should filter out your ideal clients or customers. Your copy should feel like an epiphany - and when your potential client agrees, they will be more open to what follows.
- Micro-Yes #2: Engage with something easy. A poll, an easy question, or a “save this post” creates a behavior pattern. Action breeds more action.
- Micro-Yes #3: Small ask with high value. Invite your audience to download a tool, respond to a private invite, or join something exclusive. They're not buying - but they're committing.
- Micro-Yes #4: Ask for input or an opinion. People support what they help build. Giving feedback on something you're building creates emotional investment. For example, Glossier built a billion-dollar brand by first inviting followers to vote on product names and packaging. Those micro-yeses turned followers into co-creators—and eventually, customers for life.
- Then present your offer as a continuation of the relationship. This isn't meant to be a huge jump - it's the next obvious step.
WHY IT WORKS:
We like to believe that decisions are made logically, but most decisions are made emotionally and justified logically. Micro-yeses create the emotional groundwork that makes your offer land softly - and convert successfully.
THE FINAL WORD:
The best client relationships are shaped through trust, timing, and strategic clarity. When you've done it right, the offer isn’t a surprise. It’s the natural next step.
IN CASE YOU MISSED IT:
Thursday’s Memo: The Strategy of Subtle Cues.
Research shows that our brain processes visual and spatial cues 60,000 times faster than text. The world's smartest companies are using subtle cues to reinforce their brands.
