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Welcome to this episode of The Efficient Advisor, where Libby Greiwe sits down with Dr. Joshua Wilson, PhD, CMT, to explore the power of behavioral finance before a client even becomes a client. While many advisors think about behavioral finance as something that happens after onboarding, Joshua takes us deeper—into the psychology, neuromarketing, and “pre-suasion” that sets the stage for meaningful connections from the very first impression.
In this episode, you’ll learn:
- Why 95% of client decisions are emotional and subconscious—and what that means for your marketing.
- How to shift from persuasion to pre-suasion and create trust before the first meeting.
- The difference between blending in and standing out by highlighting your unique personal DNA.
- Why copying others’ tactics leads to sameness, and how discovery and inner work help you truly differentiate.
- How to design client experiences that build trust and reduce doubt in the critical first 100 days.
At its core, this episode is about helping advisors move from grinding to growing by using the right tools—understanding the psychology of decision-making, embracing authenticity, and creating marketing that truly resonates.
Whether you’re struggling to convert prospects, refine your client experience, or stand out in a crowded field, Dr. Wilson’s insights will give you a fresh perspective on what really moves clients to choose you.
Related: Still Playing by the Old Rules? Why Your Long-Term Clients Need Re-Onboarding Now