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They Said Yes Before He Even Spoke. Here’s How.
The T.I.M.E model for pre-suasion
Howie Chan
August 10, 2025
Dear Legend,
Ever notice how some people just seem to get what they want? Seemingly with ease? Legendary isn’t it?
Well, it’s not luck and it’s not accidental. You can do it too (isn’t that sort of the point of Legend Letters? 😅)
Today, I’m sharing one of the greatest lessons in this issue.
A few weeks ago I interviewed Brian Ahearn (if you’re an OG, you’ll know that I actually wrote about Brian in November of 2024! It was about his $700,000 sticky note story.)
Brian isn’t just another persuasion expert. He’s one of fewer than two dozen people globally certified in the Cialdini Method of Ethical Influence.
He teaches sales teams, coaches executives, and helps leaders become unforgettable by mastering the psychology of pre-suasion (what you do BEFORE the ask.)
But here’s what makes Brian different:
He doesn’t just talk about influence. He lives it.
And when I heard about this pre-suasion habit, it blew my mind.
Here’s what he does 👇🏽
Before every speaking engagement, Brian does something unusual, something most speakers never even think about.
He starts influencing the audience days in advance.
He gets the attendee list, finds every single one of them on LinkedIn, and sends a personal message.
“Hey Howie, saw you're attending the ABC Conference. I'm the opening keynote, hope we get to connect!”
Simple, right? But powerful.
Then he asks the organizer to send out his TEDx talk before the event.
He creates warmth, familiarity, trust before they ever meet him.
So when he steps onto the stage?
It’s not “Who’s this guy?” It’s “Hey, it’s Brian!”
That’s not luck.
That’s pre-suasion.
❤️ Heartset: If it matters to you, you owe it to yourself to set the stage
"People don’t remember what you said. They remember how you made them feel. So make them feel something before you even open your mouth."
🧠 Mindset Shift: Stop rehearsing the pitch. Start designing the moment.
Want the job?
Want the deal?
Want the yes?
Stop obsessing over your script.
And start obsessing over the state your audience is in before they ever hear you.
Because once the “ask” begins, their mind is already made up.
You’re either swimming upstream or gliding with the current.
So instead of pushing harder, prep better.
🧰 Skillset: Apply the T.I.M.E. Model (Using Pre-Suasion to Nail a Job Interview)
Let’s say you’ve got a big interview coming up. You want the role. You know you're a great fit.
Here’s how to set the moment:
T — Target the mindset
What emotional state do you want the hiring manager in before you speak?
Trusting
Curious
Impressed
Excited
Pick ONE.
Let’s go with: Trusting.
I — Initiate that mindset
What can you send before the interview to build trust?
A short, personal video introducing yourself and thanking them for the opportunity.
A brief, well-designed portfolio tailored to the company’s challenges.
A LinkedIn message that shows familiarity with their recent work or company wins.
Example: “Hi Anna, I’ve been following [Company]’s growth, especially your recent launch of X. I’m excited for our chat this week. I’m preparing a few ideas on how I’d contribute. Looking forward to it!”
You’re not selling. You’re seeding trust.
M — Move the cue close to the ask
Don’t send your video a week before. Send it the day before.
If it’s a morning interview, shoot your email or message late afternoon the day prior—just in time to linger in their mind overnight.
Same for physical environments: if the interview is on Zoom, what’s your background? What’s your lighting? What do they see before you speak?
Every detail is part of the moment.
E — Extend the experience
Follow up with a thank-you email that references their words. Make them feel seen.
Bonus: record a 30-second Loom or audio message afterward recapping what excited you about the role.
That moment they feel seen, appreciated, and understood?
You just extended the emotional state and positioned yourself as unforgettable.
Target, Initiate, Move, Extend.
Want more?
Brian drops many more lessons in our episode: the three pillars of ethical influence, the C.O.R.E motives model and more. Listen to my full episode with Brian. Listen on Apple, Spotify, on the web and anywhere you get your podcast. I also shared “10 Revealing Truths About Buyer Psychology” on LinkedIn.
Make your mark, live your legend 🤘🏽
P.S. My Wednesday issue experiment has ended, and we’ll return to our regular once a week Sunday email!
Howie Chan
Creator of Legend Letters
How did you like today's Legend Letters? |
WHENEVER YOU ARE READY
1/ Create your Legendary One-Liner
If you’ve ever struggled to succinctly describe your offer, what you do in a short compelling way, this is for you.
“I'm in marketing and I help others discover what is unique and wonderful about their offering. So, why is it so hard to do that for myself? Howie has created a process in an easy-to-follow framework making getting to your one-liner so much easier.”
2/ Your Professional Brand
”How do I package my genius into a clear, compelling brand?” Whether you want a quick high impact call or a complete done for you strategy, there’s a fit.
“What exceeded my expectations? The power of the brand idea & how easy it has been to immediately use it as I describe to others what I’m up to.”
3/ Hire me to speak to your team
Companies don’t become great. Great people make great companies. Organizations trust Howie Chan to bring programs that are provocative, actionable, and spicy 🌶 so every individual leave with a sense of fresh purpose and passion for greatness.
Are you ready?