This ONE Psychological Trigger Gets Clients To Chase You
This ONE Psychological Trigger Gets Clients To Chase You
Let me say this straight up:
There is one psychological trigger…
That cult leaders, politicians, and the highest-paid coaches in the world all use.
And it’s the reason why clients chase you…
Instead of you chasing them.
The Trigger Behind Every Result I’ve Ever Had
This isn’t theory.
This is the exact mechanism behind:
Generating $100,000+ in 90 minutes from a single workshop
Enrolling 5,000+ clients over the last decade
Averaging $102,750/month in sales
And here’s the crazy part…
I didn’t learn it from a book.
I discovered it by accident.
Then I reverse engineered it.
From my content.
From my marketing.
From my workshops.
From everything that was actually working.
And what I found was this:
There was one core trigger… sitting underneath everything.
Like a domino.
When it hits… everything else follows.
More inbound leads
More booked calls
More sales from what you’re already doing
What Is This Trigger?
It’s called cognitive dissonance.
Don’t worry—I’m not about to turn this into a psychology lecture.
Let me simplify it.
Cognitive dissonance = when someone realizes…
“What I’ve been doing is NOT aligned with the results I want.”
That moment…
That internal tension…
That contradiction…
👉 That’s where the magic happens.
Because once that tension exists…
Their brain has to resolve it.
It has to.
Why This Makes People Chase You
When you create this dissonance properly…
You open a loop in their mind.
And that loop doesn’t close until they find a solution.
Which means:
They respond to your content
They DM you
They click your links
They book calls
Not because you convinced them…
But because they need resolution.
The Moment I Figured This Out (Real Story)
Let me take you back.
Early fitness business.
I was helping people lose stubborn belly fat.
And everyone came to me saying the same thing:
“Jason, I just need to eat healthier.”
Sound familiar?
And I’d say:
“Okay… but is it working?”
That question alone started the crack.
Then I’d shift the belief.
I’d say:
“It’s not about eating healthy… it’s about eating RIGHT.”
And instantly…
They’d pause.
“Wait… what?”
This Is Where Everything Changed
I didn’t just say it.
I backed it up.
I explained:
What “eating right” actually meant
Why “healthy eating” wasn’t enough
How their current approach was flawed
Then I told stories.
Client stories.
My story.
Real examples.
And here’s what happened in their mind:
“Wait… everything I’ve been doing…”
“Trying to eat healthy…”
“…is actually the reason I’m NOT getting results?”
Boom.
That’s dissonance.
And What Happens Next Is Inevitable
They don’t just sit there.
They act.
Because now they’re stuck between:
What they believed before
And what they’re starting to realize is true
So what do they do?
👉 They reach out.
My First Breakthrough Month
I ran a simple content series.
Promoted a live masterclass.
Delivered this exact concept.
And after that session?
14–15 DMs immediately asking how to work with me
That month…
I made $33,383 cash.
At the time, that was life-changing.
Because before that?
I was struggling.
Hard.
The Big Realization (This Changes Everything)
Here’s where most people get this wrong:
They think success comes from teaching more.
It doesn’t.
Information is a commodity.
Anyone can:
Google it
Ask ChatGPT
Watch a YouTube video
Information is everywhere.
But influence?
That’s rare.
That’s the skill.
The Skill That Wins in the AI Era
If you want to stand out right now…
You need to learn how to:
Disrupt beliefs.
Because AI can generate information…
But it cannot create lived experience-driven dissonance.
That comes from:
Your stories
Your insights
Your real-world results
That’s human-to-human.
How to Create Dissonance (Step-by-Step)
I call this:
“Creating the Crack”
Think of it like this:
You’re creating a tiny crack in their current belief system.
That crack allows you to plant a new belief.
Step 1: Surface the Current Belief
You need to identify what they believe.
Examples:
“I just need more leads”
“If I post more, it’ll eventually work”
“I’m just not good at sales”
Step 2: Agitate the Consequence
Show them what that belief is creating.
Example:
“That’s why you’re posting every day…
but still chasing DMs.”
Now they feel it.
Step 3: Create the Crack
This is where you gently challenge the belief…
With truth they can’t ignore.
“Maybe… your assumption is wrong.”
This is the moment everything shifts.
5 Tools to Create Dissonance in Your Content
These are weapons.
Use them right… and everything changes.
1. Redefining
Change the meaning of what they believe.
Example:
“You call it discipline…
I call it punishing your body for a broken metabolism.”
2. Consequence
Take their belief to its logical end.
Example:
“If cutting calories worked…
nobody would regain weight. But 95% do.”
3. Counter Example
Break their belief with proof.
Example:
“Sarah was 52… PCOS… doctor said accept it.
She lost 30 pounds in 4 months.”
4. Apply It Back to Them
Show the contradiction in their behavior.
Example:
“You say you don’t have time…
but you watch 3 hours of Netflix every night.”
5. Chunking Up
Zoom out to something bigger.
Example:
“This isn’t about 20 pounds…
this is about what your kids learn from watching you.”
What Happens After the Crack
Once the belief is disrupted…
You don’t stop there.
You replace it.
Plant the New Belief
In my case:
Not “eat healthy”…
but “eat right.”
Then You Back It Up
This is where most people fail.
You must support it with:
Stories
Examples
Proof
Personal experience
How This Turns You Into the Authority
By the time you finish…
They’re thinking:
“I’ve been doing this wrong the whole time…”
And now?
They don’t just see you as helpful.
They see you as:
👉 The solution
What Happened When I Mastered This
My DMs filled up
I hit 150+ clients in my fitness business
Scaled to multiple six figures
Eventually sold the business
All from this one shift.
Final Thought (Read This Twice)
If you take nothing else from this…
Take this:
Stop trying to teach more.
Start learning how to shift beliefs.
Because the moment you create dissonance…
You don’t need to chase clients anymore.
They come to you.
If You Want to Go Deeper
Go back and read this again.
Slowly.
Let it sink in.
Because this isn’t just content strategy…
This is human psychology.
And once you understand it…
You’ll never look at marketing the same way again.
If you want help applying this to your content, your messaging, your offers…
You already know what to do.
Drop a comment. Reach out. Let’s build it.
Who Is Jason Meland?
I am a value creator, mentor, and entrepreneur. I help online coaches master their messaging, attract dream clients, and build thriving high profit, high impact businesses.
When You’re Ready, Here’s How I Can Help You:
Grab a copy for the 5 posts responsible for 7 figures in online fitness sales: https://www.indemandcoach.com/5-posts-ebook-2505
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