One of my favourite parts of "Influence" by Robert Cialdini is a letter the author included to illustrate a concept he calls "Perceptual Contrast" (I got this in the updated 2021 version of the book, I can't recall if it's in the original or not): 

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"Dear Mother and Dad: 

 Since I left for college I have been remiss in writing and I am sorry for my thoughtlessness in not having written before. I will bring you up to date now, but before you read on, please sit down. You are not to read any further unless you are sitting down, okay? 

 Well, then, I am getting along pretty well now. The skull fracture and the concussion I got when I jumped out the window of my dormitory when it caught on fire shortly after my arrival here is pretty well healed now. I only spent two weeks in the hospital and now I can see almost normally and only get those sick headaches once a day.

 Fortunately, the fire in the dormitory, and my jump, was witnessed by a worker at the gas station near the dorm and he was the one who called the Fire Department and the ambulance. He also visited me in the hospital and since I had nowhere to live because of the burnt out dormitory, he was kind enough to invite me to share his apartment with him. It's really a basement room, but it's kind of cute. He is a very fine boy and we have fallen deeply in love and are planning to get married. We haven't got the exact date yet, but it will be before my pregnancy begins to show. 

Yes, Mother and Dad, I am pregnant. I know how much you are looking forward to being grandparents and I know you will welcome the baby and give it the same love and devotion and tender care you gave me when I was a child. The reason for the delay in our marriage is that my boyfriend has a minor infection which prevents us from passing our pre-marital blood tests and I carelessly caught it from him. 

Now that I have brought you up to date, I want to tell you that there was no dormitory fire, I did not have a concussion or skull fracture, I was not in the hospital, I am not pregnant, I am not engaged, I am not infected, and there is no boyfriend. However, I am getting a 'D' in American History, and an 'F' in Chemistry, and I want you to see those marks in their proper perspective. 

Your loving daughter, 

Sharon" 

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Ha ha ... 

As I read that, I thought about the contrasts with what most webinars promise nowadays, and what they actually deliver. 

There's a reason why the word "webinar" has gotten a bit of a bad reputation, and it's because of hosts who promise the moon and the stars (ie: "Learn how to make 7 figures in 30 days, while only working one hour a month!!!), only to deliver a thinly-veiled sales pitch with little to no actual value. 

When Karen Cappello asked if she could do a webinar/training for my community, I wasn't worried since I've partnered with her on them before and I know she always gives good stuff. And after she showed me what she'll be teaching on it, I saw that she hasn't changed her attitude of "delivering the goods"! 

The training is called "Grow Your Coaching Business with Ease & Joy" and it's happening this Tuesday, April 11th at 12 pm EST. 

Join us by registering here: 

www.NaturalBornCoaches.com/ease 

Marc Mawhinney 

P.S:  Are you unhappy with your online brand? Want to level up your look? For a limited time Pinnacle Brands is offering a FREE website homepage makeover to people on my email list! Get yours here:

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