Risk doesn't just come in one flavour, yet The Brain Audit takes away a ton of that risk. In this second episode on risk, we take a forensic look at what happens when you release a new version of your product or service. Is it still the same product or service? Or is the risk magnified many times over? And how do you overcome such an unwarranted risk? We also look at pre-sell and why it reduces, almost eliminates risk. Why pre-sell done right is like a soothing balm that doesn't seem to bother the client (or you) very much. This episode is loaded with the biggest reasons why clients don't buy, and why pre-sell works like magic. You'll love it, guaranteed (Ok, that was a joke). But really, you'll like it a lot! --------------------   In ‘part 2 of this 2-part series’ Sean talks about Part 1: What’s the link between risk and pre-sell Part 2: How pre-sell works like magic Part 3: The big reasons why clients don’t buy Right click here and ‘save as’ to download this episode to your computer. Useful Resources Read: How Pre-Sell Sold The Article Writing Course In Fewer than 24 Hours Listen and read: How A 3-Step Pre-Sell Creates Product Irresistibility: Episode 69 5000bc: How to get reliable answers to your complex marketing problems ----------------- If you’ve ever seen a Bollywood film (Hindi movies from India), you’ll notice there’s a lot of music and dancing. And a film release in India is like movie releases anywhere in the world of cinema. Trailers, interviews with the actors, publicity and the hoopla. It’s all part of the strategy to ensure that the movie is a stunning success. While back in 1964, a movie would be release six to eight weeks before the film release. However, by the 1990s, the music was being released three months or more—before the official launch of the movie. But what’s the link between risk and pre-release of the music? Since most Hindi movies are musicals, the songs are the primary reason most people go to the cinema. If the songs are catchy—and become hits, the movie’s success is guaranteed. When you look at it, an overwhelming number of Hindi movies have a similar plot. There’s a good guy, a bad guy, a romance between the hero and heroine—and lots of dancing and singing. There’s so little variation in scripts that the only risk for the moviegoer is—will I be entertained? When they listen to the songs in advance, the risk is removed. Pre-sell reigns supreme and the movie is a super hit! So what is pre-sell? Pre-sell doesn’t involve sales at all. In fact, it’s a systematic dispensation of information. A simple example of pre-sell would be a wedding being held next summer. At first, there’s no information at all. Then, one day the bride and groom-to-be announce they’re going to get married. And now we have a countdown of sorts. There are announcements along the way and events. What you’re getting is a drip feed of information that goes all the way to the wedding day itself. The reason you and everyone else shows up on the day—and at the event, is because of pre-sell. When you pre-sell, there’s limited risk because the very act of pre-sell is drip, drip, drip One of the biggest reasons why clients don’t buy is because they feel pressure. They feel they’re about to make a decision they could regret. And it’s more than likely their brains have been drummed with messages of “sleep on it, sleep on it, sleep on it”. In most cases, sleeping on anger may help a great deal. If you’re irritated and angry, it’s a jolly good idea to sleep on it. However, when buying a product, or service, the information rarely changes from one day to the next. What holds clients back, most of the time, is the fear of making a decision they’ll regret. The run up to anything reduces this pressure Take for instance the 2017 workshop in New Zealand. It’s in beautiful Queenstown—in the South Island. Now you may have heard of the beauty of New Zealand, but you go south, and it rocks. Queenstown is incredibly beautiful, has stunning views, an