Today’s a big day.

My son David is getting married.

And while today’s the ceremony, the celebration, the pictures, the food, the dancing, and the “I do’s”…

The real work?

That all happened way before this.

The time Kalia and I spent getting to know Karina. The countless conversations David and Karina had. The plans. The decisions. The emotional groundwork.

By the time you see two people standing at the altar, the decision has already been made. This is just the moment it becomes official.

Same thing happens in business.

Most professionals think the sale starts on the call. It doesn’t.

It starts long before the Zoom link is clicked or the phone is answered.

It starts with the lead’s first impression of you.

The trust you build from how you show up.

The way your message resonates with a real problem they want solved.

If they book a call, it’s because they’re already leaning in.

And if they don’t?

You might have lost them before you ever had a shot.

Today’s tip:

Think of your marketing as emotional groundwork. Not just “promotion,” but pre-selling. One simple way to do that is to follow up every lead magnet opt-in with 3 emails that reinforce your authority, build familiarity, and get the prospect thinking, “This person gets me.”

Tomorrow, I’ll show you the biggest credibility killer most professionals don’t realize they have… until it’s too late.

Kick butt, make mucho DEEnero!

Dave “Father of the Groom” Dee