So… it turns out, there are over a billion podcasts downloaded every month on iTunes. And, as of 2019, Google has indexed over 2 million of ’em on the web. Interesting right?

Speaking of podcasts…

A coupla’ days back, I was driving home from yoga class; and like every other yoga day, I tuned into my podcast app and dialled up the volume on my way back.


So this episode – talked about pet training, and the lady, the show host, shared some fresh new ideas about living with new pets at home. 

Anyway … At one point, the conversation drifted to training dogs – and she spoke of this phrase called – “opposition reflex”, and it immediately grabbed my attention.

Now, if you’re a seasoned dog owner, you might already be familiar with what this means.

But, like me, if you’re new to it … “opposition reflex” is basically a fancy way of describing a dog’s natural instinctive behaviour to resist pressure or force.

Here. Let me unpack it for you.

So, let’s say, it’s a bright & sunny day.  And with such pleasant weather outside, you decide to take your dog out on a quick stroll ’round the block.

Just as you’re walking along, all of a sudden, you notice some dangerously sharp pieces of glass strewn on the pavement only 10 to 20 feet ahead of you.

To keep your pup from being hurt, you quickly pull on her leash and try to get her to stop and change course.

Surprisingly, something unexpected happens.

Instead of stopping point blank, what you get instead is a massive pushback from your pup.

Surprised & confused, you yank a bit harder on the leash this time, but she resists your pull with greater vigour and tries to move ahead instead.

Now that my friend is opposition reflex in action.

So, what has this got to do with your marketing & sales?

Good question.

Let’s just say that human psychology works the very same way when it comes to building relationships.

So, let me ask you this.

Could you be yanking on your prospects & customers in the very same way with your marketing message?

Are you pushing too hard for the sale with every campaign that you put out on the *digital innnnernets* ?

Think about it…

The more aggressive, you are with your copy; the more your prospects are going to resist it. Tis’ just the way we’re wired.

Of course, there’s a time and place to go ALL OUT, FULL ON with your promos & messaging. But that’s not what I’m talking about here.

It’s more like going on a date.

Does a man ever propose to his woman (or vice-versa) on the very first night?

Of course, not. It’s awkward, strange and kinda off-putting tbh.

But, yet so many marketers and businesses treat their prospects and potential customers the very same way. Yanking aggressively on them at every possible opportunity.

In the end, this kind of copy + messaging not only impacts your sales & conversions but is also catastrophic for your brand reputation in the long run.

Definitely not a goal very many businesses aspire for.

Instead, I’d like you to be strategic about your messaging, keeping it different for different parts of your marketing funnel/flywheel.

Just like on a date – you meet the person, have an interesting conversation and get to know each other better and hope you’d go on a second date too – goin one step at a time.


In the same way, you can UP your sales and generate more targeted leads – not by pushing harder – but by ensuring the right message is delivered to the right audience at the right time.

Want help doing this right?

I’m opening up my calendar, for you next month.

Hop, skip & jump on this link if you want to craft the right message for your audiences. Generate fresh leads + attract new customers for your business.

https://www.arnabthecopywriter.com/write-to-me/

~ Arnab