Forget the Facts; Win Their Hearts

Photo: Rob Biesenbach
Photo: Rob Biesenbach

It’s been said that people buy on emotion and justify with logic. I don’t have any facts to back up that assertion, but I believe it in my heart.

Actually there’s been study after study showing how emotion often trumps reason when it comes to decision-making.

So tapping into emotion is an important way to connect with audiences and nudge them toward your way of thinking. Then you can hit ’em with the facts.

Grab their hearts, win their minds.

This post is part of my continuing yet-to-be-catchily named informal series in which I try to do less quoting and offer more original thinking.

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