The Trust Frame.

The Neuroscience of Winning Criminal Defense Clients in Crisis. The master text of the series: the neuroscience of a person in crisis, the operating principle, the four systems, the seven-layer trust sequence, and the 7,600-site study that proved it. Every other volume assumes this one.

The master text

The Neuroscience of Winning Criminal Defense Clients in Crisis.

The master text of the series: the neuroscience of a person in crisis, the operating principle, the four systems, the seven-layer trust sequence, and the 7,600-site study that proved it. Every other volume assumes this one.

Buy the book: thetrustframe.com

▶Book talk
  • The master textIn the Trust Frame Series
  • 7Themes
  • ISBN979-8-9972568-0-7
  • Desk cardsMay be copied inside your own firm
  • CompanionTo every other volume
  • Mosbey MediaPublisher, with Score More Clients

What is inside. What it teaches.

What it teaches

  • The three forces: fear, shame, urgency
  • The first three seconds: threat detection, emotional resonance, cognitive permission
  • The five questions, in a fixed order, and their architectural answers
  • Regulate first. Prove second. Ask last.
  • The four systems: the Emotional Protection Architecture, the Seven-Layer Trust Sequence, Trust Continuity Control, Market Architecture
  • The seven layers, from Stabilization to Decompression and Recovery, and the Spacing Index
  • The 7,600-site study: ten dimensions, fifty signals, thirty-six sites

Who it is for. And who will read it twice.

Firm owners

Who want to understand why capable attorneys lose the people who need them most, and what a page has to do in its first three seconds.

Anyone who builds pages

The seven layers are the scroll architecture of every conversion page, in an order that does not bend.

Readers of the field guides

Each field guide assumes this book and applies it to one market.

Where it fits

The book is the method. The engagement is the method, installed.

Everything in this volume is what we build for firms. Read it to understand what the score measures and what the ninety days change; hire it if you would rather it were done for you.

Regulate first. Prove second. Ask last.
The operating principle

Straight answers. About the book.

The field guides assume it and apply it. You can read a guide first and understand it; you will understand it better with the master text behind it.

Yes. It covers the three forces and the first fifty milliseconds, which is enough to read your own homepage differently tonight.

Yes. The desk cards in the series may be photocopied for use within the purchaser’s own firm.