What moves people to action?
The people you’re attempting to influence have to THINK you have a good idea. That’s where logic … reasoning and evidence … comes into play.
They have to FEEL in their hearts … and their guts … that it’s the right thing to do. They have to want to do it at an emotional level.
And none of that matters if they don’t TRUST you … if they don’t see you as a credible, trustworthy person, a straight shooter. It helps if you’re an expert with a wealth of experience and a stellar reputation.
But let’s go beyond these abstractions and look at a real life example that clearly illustrates exactly what we mean when we talk about appealing to trust, logic, and emotion.
And who better to turn to than the masters of the art … advertising people.Read More