A Brain Hack That Will Turbocharge Your AUM in 2025

I recently made a recommendation to an advisory client that involved a radical change in the way she does business. I carefully researched the facts supporting my recommendation and presented them to her.

She immediately rejected my suggestion without a pause and gave me several reasons why it wouldn’t work.

It took me hours to do the research.? It took her only seconds to dismiss it.

I should have known there was a better way to discuss this change with her.

I’m sure you’ve had similar experiences.

Changing someone’s mind on a deeply held belief or habit can seem impossible. Whether convincing a prospect to invest in a new way, persuading a client to adopt a long-term financial plan, or even trying to change a friend’s political opinion, the resistance you face is often immediate and overwhelming.

Why does this happen? And more importantly, how can you overcome it? The answer lies in understanding how the brain processes information, forms beliefs, and responds to challenges.

Once you understand why we resist change, you are well-positioned to implement a new strategy that will yield much better results.

Why changing minds feels impossible

Imagine trying to convince a prospect to change their current financial advisor, even though you know your evidence-based approach could save them money and improve their returns. Despite your well-prepared presentation, they remain resistant, citing loyalty, familiarity, or skepticism about change.

Situations like this are frustrating because it feels like logic and facts should prevail—but they rarely do. The truth is that resistance to change is deeply ingrained in how our brains work.

The neuroscience behind resistance

Our brains are wired for efficiency, relying on well-traveled "mental highways" to make decisions quickly. These neural pathways are formed through repeated thoughts, experiences, and behaviors. Over time, these pathways become like grooves in a well-paved road, making it easier and faster for the brain to default to familiar routes.

Imagine a person who has always believed that a healthy diet means avoiding all fats. This belief has been reinforced over years of reading articles, listening to health experts, and engaging in conversations focused on low-fat diets. The mental "highway" they’ve formed around the idea that all fats are unhealthy is well-established.

Suppose a friend introduces them to the concept that certain fats, like those found in avocados and nuts, are beneficial for health. To accept this new perspective, they must navigate away from their familiar thought process and explore new information. This requires them to challenge their long-held beliefs and engage in critical thinking, which can feel uncomfortable and demanding. As a result, they may resist changing their mind because it feels easier to stick to the well-paved road of their existing beliefs rather than venture onto the rocky terrain of new ideas.

When you ask someone to change their mind, you ask them to abandon this smooth highway for a rocky, uncharted trail. This requires significant cognitive effort, which the brain naturally resists.

The role of cognitive dissonance

When new information conflicts with existing beliefs, it triggers cognitive dissonance—a state of mental discomfort. Functional MRI (fMRI) studies show that this discomfort activates the anterior cingulate cortex, the brain’s error-detection center. Instead of embracing the new idea, the brain defends the old belief, reinforcing the mental highway.

For example, your prospect may feel uncomfortable about leaving their current advisor. To resolve this discomfort, they may focus on the risks of switching rather than the potential benefits.

Confirmation bias: reinforcing the familiar

Confirmation bias compounds this resistance. When people encounter information that aligns with their existing beliefs, their brain’s reward system lights up, reinforcing those beliefs. Contradictory information, however, triggers discomfort and resistance, making it even harder to persuade them.

Overcoming resistance

Let’s revisit the prospect who is reluctant to leave their current advisor. Instead of overwhelming them with data and logic, you can apply neuroscience-based strategies to guide them toward change.

Step 1: Start small to build trust

Start by introducing small, manageable changes rather than asking the prospect to abandon their advisor entirely. For example, suggest a trial period where you manage a portion of their portfolio. This reduces the perceived risk and allows the brain to explore a new "trail" without abandoning the familiar highway.

Step 2: Use emotional appeals

Imagine a client named James, a young father who recently lost his job. He was the primary breadwinner for his family, and this unexpected turn left him anxious about finances and concerned about his family's future.

?In his first meeting with his financial advisor, James expressed his fears about being unable to provide for his children and his worries about their education. This was a deeply emotional moment for him, and it was clear that his goal wasn't just financial stability. It was creating a secure and happy life for his family.

?The advisor, recognizing the emotional weight of James's situation, asked him to share his dreams for his children. James spoke passionately about wanting to see them go to college and pursue their dreams, just as he had. The advisor understood that James needed more than a budget and investment strategy. He needed a plan aligned with his deeply held values as a father.

By focusing on James's fears and aspirations, the advisor crafted a personalized financial plan that included a job search strategy, emergency savings tips, and a pathway to achieving long-term educational savings.

They set up regular check-in meetings, where James could discuss his financial progress and feelings and fears. This emotional connection strengthened their relationship and kept James motivated and engaged in the process.

James found employment again and implemented the financial strategies they discussed. He felt empowered knowing he was taking steps to secure a better future for his children. Eventually, he shared how the advisor's support made him feel like he wasn’t just another client but a partner who truly cared about his family's well-being.

This experience illustrates the profound impact of emotional appeals. By understanding James's story and emotions, the advisor could offer financial guidance, hope, and confidence, demonstrating that financial planning is about much more than numbers—it's about nurturing dreams and alleviating fears.

Step 3: Leverage repetition and positive reinforcement

Consistent communication plays a crucial role in reshaping how prospects view your service. Regularly reaching out with valuable insights, updates, or personalized advice can create a positive feedback loop that encourages engagement and builds trust.

When interacting with prospects and clients, each positive encounter—whether sharing a useful article, providing updates about relevant trends, or tailoring advice to their needs—is a small win. These interactions accumulate over time, creating a sense of support and reliability. This process is akin to paving a new path in a dense forest, where each step helps clear the way and make future journeys easier.

As these positive interactions continue, they rewire the prospect's neural pathways. Paving a new "trail" of positive experiences helps diminish the relevance of old, less favorable associations. This shift boosts the likelihood of conversion and fosters long-term loyalty.

Step 4: Encourage self-reflection

Instead of directly challenging the prospect’s loyalty to their current advisor, ask open-ended questions that encourage self-reflection. For example:

1. "What financial goals do you feel most passionate about achieving in the next few years?"

2. "Can you describe a recent financial decision you felt good about? What influenced that decision?"

3. "What factors do you consider most important when evaluating your current investment strategy?"

4. "How often do you review your financial plan or investment portfolio? Do you feel that is enough?"

5. "What challenges have you faced in reaching your financial objectives?"

6. "How confident do you feel about your retirement plan? Why or why not?"

7. "In what ways do you think your current advisor helps you navigate market changes?"

8. "Have you ever felt uncertain about the advice you've received regarding your finances? What led to that feeling?"

9. "What areas of your financial life do you feel could use more attention or improvement?"

10. "If you could change one thing about your financial strategy, what would it be and why?

These questions help them identify gaps in their current approach, allowing you to step in with solutions.

Final thoughts

Understanding the neuroscience behind resistance to change is the key to overcoming it. By focusing on small, emotionally compelling, and incremental strategies, you can guide prospects and clients to consider new ideas without triggering their mental roadblocks.

It’s not about bulldozing the highway—it’s about paving a better path, one step at a time.

Dan Solin is the President of Evidence Based Advisor Marketing (“EBAM”), a digital marketing agency serving financial advisors.? EBAM’s services include coaching (using the proprietary “Solin Process”) to convert more prospects into clients, website design, video production, content marketing, cutting-edge SEO campaigns to create a steady flow of qualified leads, and using AI in marketing. He is the New York Times bestselling author of the Smartest investing book series.

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