What it is (and why it matters)
Confirmation bias is our tendency to pay more attention to information that fits what we already believe.
In live seminars, that means attendees lean in when your message aligns with their expectations—and tune out when it clashes. A 2025 study found audiences’ trust in a message shifts based on how consistent it is with their prior beliefs, underscoring the value of framing that meets them where they are. PMC
Use it ethically: align first, then advance
Influence expert Robert Cialdini notes that effective communicators prepare people to be receptive before the message—what he calls “pre-suasion.”
In other words, set the stage so attendees are ready to agree with your key point.
How to do it:
Start with shared goals. Open with points virtually everyone accepts (e.g., “You want the safest, most cost-effective solution.”).
This builds early agreement and reduces resistance.
Sequence evidence from familiar → new. Present data that confirms what they expect, then extend to your novel solution. (This “bridge” preserves trust while moving beliefs.)
Choose the Right Presenter. People are more likely to trust and believe information when it comes from someone they can relate to. That’s why it’s important to pick a presenter who reflects your audience’s experiences and values.
When attendees feel that the speaker “gets them,” they’re more open to new ideas and more willing to act on what they learn.
Avoid the myth of “backfire”
Good news: large reviews show so-called backfire effects (corrections making beliefs worse) are uncommon when corrections are clear and respectful.
So you can correct misconceptions—just do it gently and with shared values first.
Put it into practice this week
- Open with 2–3 “we all agree” statements.
- Share one confirming data point, then your recommended next step.
- Attribute sources on slides to reinforce trust.
For information on our data-driven seminar marketing, Quantus Event Management System, or a Seminar Follow-Up Program, please contact our marketing consultants at (800) 340-4794 or visit us at www.dataleader.com
PLUS: When you have time…below are some free marketing resources to support the success of your dinner seminars.
The Seminar ROI Calculator
The Free, Online, Seminar ROI Calculator helps you visualize the impact of your seminar marketing. Just input your seminar data to see a projection of your cost for marketing, revenue generated, and total return on investment. To get started, Click Here.
The Free Insider Seminar Guide
The Free, Insider Seminar Guide includes the seven critical best practices for seminar marketing and an annual calculator of recommended seminar dates for the best ROI. To download your Free Insider Guide today, Click Here.
The Follow-Up Campaign ROI Calculator
The Free, Online, Follow-Up Campaign ROI Calculator helps you visualize the impact of continuity marketing. Just input your marketing campaign data to see a projection of your response rate, cost per conversion, commissions, and return on investment. To get started, Click Here
