The Conversion Formula is rooted in understanding human psychology and decision-making processes. It aligns with how our brains process information and make choices. The Captivate step taps into our innate curiosity and our brain's tendency to pay attention to novel or relevant stimuli. Fascinate plays on our emotions and our desire for excitement or improvement in our lives. Educate satisfies our need for information and reduces uncertainty, which is crucial for decision-making. Finally, Close addresses our need for clear direction and our tendency to follow through on commitments we've mentally made. By aligning your marketing with these psychological principles, the Conversion Formula creates a natural, persuasive flow that feels comfortable to the prospect and increases the likelihood of conversion.