Discover The Friendly Formula Invitation

The Most Efficient, Fun, and Ethical Way to Attract Like-Minded People Instantly Into Your Life or Business

The Hidden Truth That Predicts Every Conversation’s Outcome

Ever notice how you lean in a little closer when you’re interested in a topic or a person? Your eyes widen with excitement, your heart races a little faster?

These aren’t random quirks; they’re your body’s unconscious signals, sharing your interest. The most exciting part? You don’t even realize you’re sharing!

Your amazing autonomic nervous system (ANS) is running the show, revealing your true feelings before your mind can catch up! 

Imagine having the superpower to instantly know if someone is genuinely interested in you and what you’re saying before they say a single word. 

Useful, right?

Think of the autonomic nervous system (ANS) as your body’s truth detector

Those hidden clues—like leaning in, nodding, or that sparkle in their eyes—are their nervous system’s way of shouting, “I’m interested!” 

Whether people are intrigued by your conversation, ideas, or simply spending time with you, their unconscious body language reveals their genuine first impression if you know what to look for.

Here’s the secret: to awaken someone’s ANS and instantly determine their genuine interest, you must start with a special invitation. 

Imagine how you could ethically use these new insights to bring more like-minded people into your life.

What if you could tap into this unconscious truth-teller to:

  • Know what to discuss (and what not to discuss) to deepen personal relationships.
  • Engage more effectively and deeply with your clients or potential clients.
  • Make an immediate and lasting impression whenever you meet a stranger.

You’ll gain these benefits within 10 minutes of learning The Friendly Formula.

The Friendly Formula Works Like A Truth Detector

Have you ever seen those dramatic crime thrillers where the hero tries to cut through all the confusion and get to the truth ASAP? 

How do they do it?  They often use a polygraph test – a machine that measures a person’s physiological responses when they answer questions. The polygraph test might be fine for crime fighters, but what can we do? 

How can we easily and ethically uncover the truth from strangers, potential clients, and our friends and family?

That’s where The Friendly Formula Workshop comes in. 

If you think of a polygraph as a truth detector in law enforcement, you can think of The Friendly Formula as an interest and engagement detector - in your everyday life!

An ethical and effective truth detector that instantly tells you if the person you’re talking to is interested and if they want to engage with you right now to learn more.

The Friendly Formula Workshop gives you incredible confidence and insights because you always know if the person you’re talking to is interested in you or your topic before they say a single word.

In the past, being asked about my work generally triggered tension on my part because I felt like I had to get the answer right. Now with The Formula, there’s no sales pitch and no magic words. I get to simply answer the question in a way that feels natural and maintains the integrity and flow of the conversation.

It’s more comfortable for everybody and allows me to stay focused on my audience and notice their reactions rather than feeling self-conscious.

The Formula feels easy and natural in a way that elevator pitches and positioning statements never did, no matter how carefully crafted they were.”

— Kiele Linroth Pace, Esq.
Success Mindset Coach
Coach, Speaker, Attorney

Here’s How The Friendly Formula Makes Your Personal Life Richer, and Your Business More Successful:

Our workshop graduates always tell us how well the Friendly Formula works in both their Business and Personal lives.

The Friendly Formula is a constant confidence builder, especially for introverts or practitioners who don’t want to look pushy or salesy.

It makes researching what works 10x easier and 100x faster.

1.

Eliminates Self-Doubt By Creating A Personalized, Safe Space That Lets You Be The Real You.

Your uniqueness (quirks and all) separates you from the crowd. Authenticity & transparency is something clients are looking for.

The Friendly Formula lets you tell the world about your talents and get instant feedback instead of rejection.

You’ll use the formula to create and refine your approach in minutes – and laugh as you do it.

2.

Naturally Dissolves Imposter Syndrome as Your Self-Confidence Grows.

If you’re great at what you do but uncomfortable telling people about it…
You don’t have a confidence issue, you have a delivery issue.

The Formula sets you up to shine without bragging or using manipulative sales talk. You’re simply asking a question, and waiting for a response. (Easy-peasy!)

You won’t worry about being seen as inauthentic or self-sabotaging your status as “expert” in what you do, because you always know where to go next in the conversation.

3.

Consistently Builds Your Reputation & Financial Stability

How confident would you be if you had the superpower to read minds? That’s precisely the superpower the Friendly Formula gives you.

Your reputation grows because you share with people exactly what they want – and it’s genuinely what you care about. When people talk to you, they feel safe, heard, and special because you touch on topics already in their minds and hearts.

They know you care from the first conversation. That kind of empathy is so rare, you’ll instantly stand out from the crowd.

Our students report getting referrals from people after a single conversation using the Friendly Formula because people know you care, and what you care about. They hear things like… “That’s so interesting – you should be talking to my friend, they love this kind of thing; let me introduce you!”

“I have been in business for over 20 years and I have never had so much clarity in such a short period of time on such an important piece of messaging.”

— Jackie Mirkopoulos

The Friendly Formula Answers That Dreaded Question, “So What Do You Do?

And Replaces Those Tired, Old, Spammy Elevator Pitches with an Elegant Personalized Solution.

Why is it so hard to answer the question, So, What Do You Do?

95% of us are so overwhelmed by the question we resort to learning a cookie-cutter, one-size-fits-all Elevator Pitch.

Think about the last time someone asked you that question:

Were they actually looking for a 60-second sales pitch?

Or were they just being polite and hoping to start a conversation about something besides the weather?

The issue with many elevator pitches isn’t their design or their target audience—it’s that they’re pitches, not relationship starters.

They’re only a marketing ploy, and everyone knows it. Or, as Michelle Golden aptly puts it in her TED Talk “This Elevator Speech Is Out Of Order,” in-person spam.

Elevator Pitches hide the real you and your unique skills, talents, and perspectives.

Think about how you feel when you open your email inbox and see it cluttered with spam.  It’s annoying, right?

Consider a generic Elevator Pitch being spam from your potential customer’s perspective, and this is how most people feel about your rehearsed, formulaic elevator pitch. 

No one wants to be marketed to in the first minutes of a relationship. Do you?

When you use a generic one-size-fits-all Elevator Pitch to answer the question, “So, What Do You Do?” you are clearly telling the person you’re talking to:

“You’re not worth building a relationship with, you’re not worth any effort; you’re only a transaction to me!”

When you know the Friendly Formula, you’ll always have an elegant, personalized answer that fits the person you’re talking to and the situation.

More importantly, you’ll have an authentic way to start a relationship.

Here’s how it works:

When I meet someone – whether it’s on a plane, at a conference, a passerby on the street when walking my dog – I attract them by engaging on a level that may not even be work-related. 

Immediately, I set myself apart because I was not jumping right into any sort of sales talk. 

When and if a business conversation begins, I describe myself and my business differently to each person. 

I can customize and personalize the discussion in a language they will understand and relate to, which will benefit them – all because I’m using the Friendly Formula.

I want to be authentic and give before I try to receive.

The idea of an "elevator pitch" is to create a short conversation about what we do, but what most of us miss is, it's not about us!

It’s about the person we’re talking to; the focus on them is lost when we simply talk about ourselves.

The Friendly Formula fixes this by putting the focus back on the person in front of us. Are they interested in hearing more?

As a transformational coach, consultant and multi-passionate entrepreneur it’s been a challenge to answer the question ‘What do you do?’ without rambling on. Marla’s simple method helps you craft a confident response that sparks both curiosity and engagement. It’s brilliant!”

— Jackie Dumaine
Founder of SHE STARTS NOW
Intuitive Guide + Transformational Coach for Evolving Women

“The Formula Workshop is a game-changer! If you ever doubt yourself or hesitate when someone asks you the question ‘What do you do?’ then this is for YOU! It’s a whole new perspective and way of looking at how to answer this question from a place of authenticity and confidence. Marla is an incredible guide and teacher! Highly recommend!!”

— Marli Williams
Inspirational Speaker and Facilitator

“Forget the canned elevator pitch! Marla teaches a fun and simple way to answer the dreaded question, 'So, what do you do?'.

People who are a good fit will resonate with your answer and want to know more about what you do!”

— Kiele Linroth Pace

The Friendly Formula Uncovers Hidden Opportunities You’ve Been Missing Year After Year.

Are you settling for less, not getting the benefits of your full potential, because no one ever showed you how to do instant market research?

Have you ever wished you could evaluate an idea for a new product or service before you invested your precious time and money to develop it?

Ever get that nagging feeling that you’re missing opportunities because you’re unsure what direction to take?

You don’t have to worry about losing opportunities anymore.

You can use the Friendly Formula as an interest gauge to instantly learn if you’re on the right track.

In the workshop, Marla demonstrates the incredible insights you gain using the Friendly Formula in a group meeting:

  • How to get a crowd to lean in
  • How you can instantly seed the discussion so you gain incredible market research

In the workshop, creator Marla Mattenson breaks down the Friendly Formula “Domino Effect” she used at a recent Strategic Coach meeting that demonstrates the opportunities the Formula brings you.

Here’s how it happened:

At the start of the meeting, Marla used the Friendly Formula instead of her personal introduction/elevator pitch.

She did nothing more than explain what she was working on and why it was important to her.

This was her “Test Topic:” She wanted to know if she was the only one suffering from this problem or if it happened to others.

Here’s what she said: 

“I’ve been aware of something that has been really tender for me. 

I don’t know about you guys, but sometimes my negative thoughts can be really gripping. 

And I didn’t realize how much I’ve gone into freeze and shutdown in my life.

In the last year or so, I have been able to move beyond freeze. And it’s life-changing all because of the Polyvagal Theory.”

The next thing she heard was a suggestion from the audience, “Why don’t you teach a lunchtime break-out session on that?”

That first breakout session led to a second breakout table the next day.  

Over those two days, over 22 highly successful entrepreneurs sat down with Marla to learn more about her test topic… and then raved about her and her information. 

Take Note: This was a spontaneous opportunity. Marla had not planned to give a presentation. She had nothing prepared… she taught each breakout by drawing stick figures to convey the details.  Every person in the group captured pictures of those scribbles on their phones. 

Marla instantly knew she had a topic people desperately wanted.

That’s an example of how the Friendly Formula Format brings you undiscovered opportunities.

Marla not only got her instant “market research,”  (The 1st BIG Benefit)

The Formula instantly connected her to a hungry crowd starving for her information.

She had instant proof of concept. (The 2nd BIG Benefit)

After the Friendly Formula testing, Marla took her research and created a product to fill the knowledge gap she uncovered in less than a week.

The Friendly Formula Domino Effect is real!

“The workshop was great and super easy to follow.

You learn to craft an elegant response to the canned question of ‘what do you do,’ that invites the other person to go deeper with you. Excellent!!!”

Maria Garcia

“This Formula makes it easy to connect with prospective clients in a clear and genuine way.”

Kelly Morgan

Creative Writing Coach

“You know how people have challenges standing out when talking about what they do?

This Formula workshop teaches how to share your unique way of working in a simple and elegant way.”

Barry Selby

Love Expert

Ready to get started?

$197

Learn to connect with potential clients and new friends in a clear and genuine way. See your network grow with ease – just by being yourself!

Key Personal Benefits:

One of the most rewarding benefits of learning the Friendly Formula is how it improves your personal life.

  • The process is about creating safe spaces for people to be heard and share their thoughts. And that includes you!
  • It acts like an empathy and kindness magnifier, instantly connecting you to the person you’re talking to.
  • The more you use the Friendly Formula, the more your power grows.

Do you ever feel the need to hide your feelings behind a smile, masking your true emotions?

It’s exhausting.

What if there was another way that would finally give you the freedom and confidence to be yourself?

When you use The Friendly Formula in your personal life, you’ll be free to be authentic, and NOT worry about judgment or rejection.

You don’t need your mask because you’ll control the situation… even when you feel vulnerable and talk about tender subjects. Marla gives you several examples in the workshop.

Ever had drama at your house?

Kids not talking to you or not doing their chores? Dinners where everyone seems mad or – worse yet – completely silent? Holidays with uncomfortable family members?

The Friendly Formula workshop teaches you how to instantly create a safe space with anyone, including Kids & Family.

Marla covers everything from “Voice Tone” to “Safe Questions”  in the workshop.

This Works. When you know how to open a conversation about something with a friendly tone, you’re more likely to connect with your kids and they’ll do as you ask.

Marla shares how she uses the Formula to communicate with the teenager she lives with… and how the Friendly Formula has brought key members of her extended family closer together.

Ever wished you had a close friend who loves to do what you love?

Today, we’re more isolated than ever. 

Between living on Zoom calls instead of going to the office and everyone staring down at their phones instead of interacting with one another… making new friends can be really hard.

The Friendly Formula is an elegant and authentic way to determine whether the person you’re standing next to in line at Starbucks is your next pickleball partner. 

It only takes one question, asked the right way.

The workshop will show you how.

"I have been in the business for nearly 30 years, and I have always heard I needed a good elevator speech. This idea is much better!”

— Gary Harlow

What Exactly Makes Up the Friendly Formula And Does It Have Any Scientific Foundation?

These are the 5 sequential stages that create the deep transformative powers of the Friendly Formula. In the workshop, you’ll have multiple examples from which to work.

STAGE 1:

The Friendly Invitation

Less Than 5 Words

  • With less than five words, you’ll instantly transform the listener’s brain from confusion and distraction into Receptive Story Mode Thinking.
  • Storytelling is amazing: it creates a powerful brain alignment between speakers and listeners.
  • A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.” – Harvard Business

STAGE 2:

The Enticing Teaser

10-20 words

  • This is how you are always in control of the conversation.

  • You’ll use 10-20 words skillfully crafted (using our templates) that pull the listener deeper into a story about your unique idea, interest, concept, area of mastery, or pain point you help with.

  • The teaser acts as a dopamine reward for the listener if they are interested: Dopamine energizes you to take action when you find a new way to meet a need or learn something important—it’s a reward motivator. 

STAGE 3:

The Intentional Pause

Look for the 6+ Clues

  • You’ll learn how to instantly evaluate the listener’s interest level by observing how their Vagus Nerve reacts to you.
     
  • We’ll look for 3-5 physical and 3 verbal cues.

  • The Vagus Nerve acts as your body’s safety scanner, and what you need to do to create safe spaces in every conversation is part of the famous Polyvagal Training. Marla has achieved the highest learning certificate in this program.

STAGE 4:

The Mic Drop

<10 words

  • With less than 10 words, we’ll show you exactly how to deliver your message with authentic impact.  (This works incredibly well for Introverts.)

  • There are 5 subtle ways to do this so you’re always authentic and ethical.

STAGE 5:

The Response

Lean In & Listen

  • This is where the Friendly Formula feels like mind reading!

     

  • We will sharpen your intuition with a given checklist: things to look for to interpret the listener’s signals.

     

  • This guides you step-by-step on how to adapt and continue the conversation effectively.

“Thanks to this practical & magical Friendly Formula, I no longer dread the 'What do you do?' question, and look forward to sharing my life, my heart, and my work in a whole new (and fun) way.”

— Faye Cox

Forge Genuine Connections with The Friendly Formula Workshop:

The Most Efficient, Fun, and Ethical Way to Attract Like-Minded People Instantly Into Your Life or Business.

Imagine having a tool as powerful as a polygraph: not to detect lies, but to uncover genuine interest and engagement in every conversation you have. 

Welcome to The Friendly Formula Workshop – your ethical and effective truth detector for social and professional interactions.

What Makes The Friendly Formula So Unique?​

Instant Engagement Detection:

Just as a polygraph detects deception, The Friendly Formula reveals whether the person you’re talking to is genuinely interested in you and your topic – before they even say a word.

Boost Your Confidence & Clarity:

Gain incredible confidence and insights from knowing if the person you’re engaging with wants to learn more. No more second-guessing yourself; this workshop empowers you to be your true self.

Eliminate Self-Doubt:

Create a personalized, safe space to express the real you. Watch as imposter syndrome naturally dissolves and your self-confidence flourishes.

Build Reputation & Stability:

Consistently enhance your reputation and achieve financial stability by connecting meaningfully with like-minded individuals.

Transform Your Conversations:

Tired of the old, spammy elevator pitches? 

The Friendly Formula replaces them with elegant, personalized solutions, helping you effortlessly answer the dreaded question, “So, what do you do?”

Uncover Hidden Opportunities:

Learn to recognize opportunities you’ve been missing year after year. 

Reveal your true self in any conversation and improve family dynamics instantly.

Make New Adult Friends:

Discover an amazing way to expand your social circle and make new friends with ease.

Invest in your future.

$197

The Friendly Formula Workshop is not just a tool; it’s a transformative experience that offers you profound personal and professional growth.

Revolutionize the way you connect with others. 

Join The Friendly Formula Workshop today and start attracting like-minded people into your life and business effortlessly and ethically.

What’s Included in Your Friendly Formula Workshop:

Many of our students keep the Mini-Manual PDF in their phones to instantly create and implement the Friendly Formula when they encounter a new situation or group of people.

PLUS - 7 EXTRA Learning Bonuses: Marla’s Practical Application Examples

These short videos give you real-life examples to spark ideas for your personal use in any situation.

In Your Business Life:

1.

How to use The Friendly Formula at a networking meeting or event (one-on-one)

2.

How to use The Friendly Formula while standing in line (Coffee, Travel, etc.)

3.

How to replace your Elevator Pitch with The Friendly Formula

4.

How to test an idea or research topics in a group using The Friendly Formula

In Your Personal Life:

5.

How to find a like-minded person at a party using The Friendly Formula

6.

How to make a new friend as an adult with The Friendly Formula

7.

How to respond to a relative who asks, “What are you doing now?" using The Friendly Formula

Achievement Guarantee

We offer an Achievement Guarantee:

We guarantee that by the end of the Friendly Formula workshop, you’ll achieve the goal of having your first personalized, Friendly Formula ready to put to work TODAY.*

* If you have completed the workshop, filled out the simple questions on the Mini-Manual PDF, reviewed Marla’s incredible examples… and still need help creating your first Friendly Formula, reach out by emailing us at: programs@ethicalsalesinsitute.com

One of our kind and knowledgeable staff will contact you within 48 hours to help you complete your first Friendly Formula. (If you reach out over the weekend, they may not reach you until Monday.)

Because this workshop is an invitation to learn one-of-a-kind, unpublished, proprietary information – we do not offer a money-back guarantee.

If, for any reason, you are not comfortable with this arrangement, PLEASE DO NOT purchase this product. We respect you and your wishes.

“The Formula workshop was brilliant! The workshop was super engaging and opened my eyes new ways to engage in conversation.

It gave me tools that allow me to not only answer the question about ‘what I do,’ but I loved how The Formula can also be applied to authentically engage in topics of conversation that are meaningful to me.”

Megan Caldwell

“I cannot express enough appreciation for the tremendous growth I experienced during the Friendly Formula workshop. Marla’s engaging teaching style, combined with her depth of knowledge and humor created an environment that not only enhanced my understanding but also fueled my personal and professional development.

Her dedication to fostering a positive and enriching learning experience is truly commendable. Thank you, Marla, for being an inspiring guide on this journey of growth.”

Reyne O'Shaughnesy

“This workshop was a revelation.

In a very short time I learned a lot and how to implement the information acquired immediately.

Lata Roose

“Marla's practical and engaging step-by-step teaching style in The Friendly Formula, with plenty of examples, created much more confidence for me around answering the question, 'What do you do?' in a connected and natural way.” — Marie-Elizabeth Mali

About
Marla Mattenson

Ethical Sales Changed My Life

Several years ago, I found myself at a crossroads in my career. Despite my extensive background in neuroscience, relationships, mathematics, and sales, I felt a disconnect between the traditional sales tactics I had learned and the values I hold dear. I knew there had to be a better way—a way to sell that honors integrity, care, and genuine connection.

This realization set me on a path to explore how sales can be transformed from a transactional process to a relational one. I delved deep into understanding human behavior and relationships, blending my expertise with a fresh perspective on sales. This journey led to the creation of the Ethical Sales Process, a revolutionary approach designed for professionals who prioritize the integrity and fulfillment of their services.

The Ethical Sales Process became the cornerstone of The Ethical Sales Institute, which I founded to help professionals like attorneys, financial advisors, coaches, and consultants. These individuals often struggle with traditional sales methods that don’t align with their values or the nuanced nature of their work. My goal is to provide tools and strategies that foster trust and genuine connections with all people, including potential clients.

Over the past 25+ years, I’ve had the privilege of working with a diverse array of business owners and high-profile clients, including Academy Award-winning figures, NBA coaches, Grammy Award-winning artists, and millionaire entrepreneurs. Each interaction reinforces my belief that sales, at its core, is about building relationships and creating meaningful experiences.

As my reputation grew, I’ve become a sought-after speaker and expert in the fields of sales, business, and love. My insights are featured in The New York Times, Forbes, Oprah, Entrepreneur, NBC, CBS, and many more. Through my work at The Ethical Sales Institute, I continue to inspire and equip professionals to thrive in an evolving marketplace defined by integrity, respect, and genuine care.

Looking back, I see how this journey is about more than just transforming sales. It’s about aligning my work with my values and helping others do the same. Today, I am empowering professionals to embrace a human-centered, consent-based approach to sales, ensuring that every interaction is rooted in authenticity and respect.