30 November 2025
If someone had shared these absurd-sounding brain rules with me
30 years ago, I would’ve said, “You’re crazy!”
But brain science has turned many ordinary, struggling business owners — including me — into productive, confident communicators, coaches, and speakers.
All we have to do is learn from what brain researchers have already discovered — and getting that all-important “yes” becomes a lot easier.
It’s what we don’t know that holds us back.
Ready for a Few Brain Rules?
All decisions are made in the subconscious mind.
Decisions happen immediately.
Decisions happen before the information.
The closing can happen in the icebreaker.
Prospects don’t want information unless they’ve already decided they’re interested.
Always limit decision choices to two.
The list goes on — and yes, it takes time to learn what we don’t know.
But the good news? We can learn.
“Never give up on a dream just because of the time it will take to accomplish it.
The time will pass anyway.”
— Earl Nightingale
Instant Attention from Our Prospects
Here’s a simple way to grab attention right away.
Start your conversation with the words:
👉 “Have you ever noticed…”
For example:
- “Have you ever noticed how they keep increasing our hours?”
- “Have you ever noticed how prices rise faster than our pay?”
- “Have you ever noticed how much happier we are on Saturdays?”
- “Have you ever noticed how little time we seem to have these days?”
These openers instantly connect with how people feel, and that’s exactly where the decision-making brain lives.
I’m delighted to be speaking at an upcoming online soft skills session hosted by the Personal Finance Society Regional Committees and Insurance Institutes:
📅 Thursday 4 December, 10:00am – 11:00am
How to build solid trust and rapport in seconds — whether face to face or via phone/video call.
This 1-hour session is practical, focused, and highly relevant for financial advisers, insurance brokers, mortgage advisers, and anyone looking to strengthen client relationships and communication.
Click here to register: https://us02web.zoom.us/meeting/register/IRaNx7YzR_efOErnF8q9Kw#/registration
Feel free to join us!
Humour
Apparently, RSVP’ing “maybe next time” to a wedding invitation isn’t the correct response.
I just found out I’m colour blind — the diagnosis came completely out of the purple.
Until the next time, if you have friends who would like to get these newsletters, please send this link:
http://www.berniedesouza.com/coaching/professionals.aspx
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