Unlike investing, our past experiences in life absolutely determine our future results. We view reality through the lens of our past experiences, and this often becomes a self-fulfilling prophecy.

We never have a clean thought. Biases—some more subtle than others—always exist, and they are molded by memories and emotions, both positive and negative. This process makes our perception of the world tainted from the get-go.

One of our top priorities when creating marketing is breaking this cycle in your patients’ minds.

There is no objective reality. How is it that two people can see the same thing and interpret it completely differently? How is this possible? It’s possible because what we see and interpret is altered by our perception, based on past experiences and emotions.

People are stubborn, have long memories, hold grudges, project past experiences, are more likely to remember their negative than positive experiences, have fear of judgment by wondering what others will think of them if they do something, have wasted tons of money on disappointments… I could go on and on, but you get the point.

These tendencies aren’t random; they’re wired into our psychology. They’re not a bug—they’re a feature.

Everyone also thinks they’re right, and even when proven wrong, most people rarely change their mind. You could be right about everything, but it doesn’t matter if they think they’re right too. People are stubborn and annoying.

The only way you can break through this resistance is by educating with empathy. This approach activates reciprocity—when patients feel truly understood, they’re more open to your guidance.

You know exactly what they’ve been through.

They have every right to be skeptical.

You have helped others just like them in their same spot.

“Don’t lump me in with everyone else, I’m different, and I will prove why.”

The resistance patients have is scar tissue. This scar tissue is a mirror of our story—the experiences and challenges we’ve been through. But it all yields the same outcome: not taking action. In our marketing’s messaging, we need to acknowledge this head-on.

Here are a few of my favorite ways to do that…

Stories: Sharing stories of past patients who overcame similar doubts, showing how someone in their exact position found success and peace.

Simplification: Explain the entire process in simple terms to demystify fears, stripping away jargon so they feel informed, not overwhelmed.

Relational: Talk to how you want a relationship with them for the long haul, emphasizing ongoing support and partnership beyond the procedure.

How can you spot scar tissue in your next consultation and use empathy to dissolve it?