Emotion tends to prompt behavioral changes more quickly than logical appeals do.
The most logical argument won’t persuade people unless you’ve also connected with them on an emotional level. In fact, emotions play an even more powerful role in human decision making than facts, numbers, and rational assessment of a proposal’s benefits. Why? Here are several reasons:
Emotionally evocative presentations—such as gripping stories—are more interesting and memorable than statistics and facts.
Emotion tends to prompt behavioral changes more quickly than logical appeals do. Responding emotionally requires less effort on the part of listeners than logically weighing the pros and cons of a presentation.
Emotionally arousing arguments distract people from noticing the speaker’s intention to persuade.
ACTION POINT: Use emotion to convey your message.
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