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Persuasion Framework

Our five-step plan for effective branding, marketing and strategy.

Follow our five-step plan to captivate, engage, guide, court and close new customers using the research-backed techniques of storytellers, decision scientists, UX researchers, and marketers. 

Step 1: Captivate

Out of the gate, do two things fast: Win favor and capture attention.

It’s tempting to believe that customers come to your website with an open mind, carefully read through each page, and make an objective assessment of your offering. 

What actually happens is that customers form opinions in a fraction of a second, establish emotional commitments to those opinions, and then seek out and organize facts to support what they want to believe. That reflex customers have to seek out affirmations of their existing opinions is called confirmation bias

What you want is for customers to form instant positive emotional commitments to your brand so they read your message with optimistic abandon and want to believe. Alternatively, if a customer forms a negative commitment, you can end up with a skeptic combing through your message looking for gotchas and assuming the worst.

Step 2: Engage

Your ideal customer has a problem. You have a plan to solve that problem that will stave off failure and bring them success.

That is the foundation of an engaging story. So, if your message is focused on how your founders met, what technologies your product uses, or the innovative new machines you are using to facilitate mass production–put that aside for a minute and pull out a blank sheet of paper.

Our BrandLab Messaging+ workshop will help you discover your brand through the eyes of your ideal customer. We’ll develop a high-stakes story featuring your customer, their challenge, and your solution. 

Want to learn more about engaging customers with stories and see four of our favorite story templates in action? Download our Persuasion Framework – Engage PDF.

Step 3: Guide

People are motivated by more than quality and price. Understanding the moral, social, and economic factors that trigger decision reflexes is key to achieving business objectives and guiding customer decisions.

Decision reflexes are free tools you can use to help customers digest the same truths and form more favorable opinions. A working knowledge of decision science not only makes strategies and messages more effective–it makes them easier to come up with. The techniques themselves inspire creativity.

Learn more about decision reflexes from our free, downloadable Persuasion Framework – Guide PDF. 


Steps 1 -3 of the Persuasion Framework are featured in our BrandLab Workshop.

Step 4: Court

Build relationships and touch points. Be the first name your prospects think of when they are ready. With your branding, messaging, and strategy in place, it’s time to build leads and nurture relationships.

Start with a website, blog, email campaigns, and automations. To start thinking through the mryiad lead generation and outreach options available to you, check out our Marketing Foundations download. 

Step 5: Close

Once your customer indicates an interest in buying, the systems you use, people you introduce, and materials you share all have the power to make or break the deal.

Leads at this stage have a very high value and nuances of your process are critical to get right.


Steps 4 – 5 of the Persuasion Framework are featured in our Marketing Leads programs.

Ready to Captivate, Engage, Guide, Court, and Close new customers? Contact us today for a free consultation.

Where To Begin?

Most of our clients start with our BrandLab Messaging+ workshop. In 2.5 hours, we’ll help you discover your brand through the eyes of your ideal customer. Within 2 weeks, you’ll have the messaging and brand elements you need to captivate, engage, and guide new customers.