Even with mountains of facts, you can still fail to resonate. That is because resonance does not come from the information itself, but rather from the emotional impact of that information. This does not mean that you should leave out the facts entirely. Use plenty of facts, but accompany them with emotional appeal.

There is a difference between being convinced with logic and believing with personal conviction. Your prospect may agree with the thought process you present, but they still might not respond to the call.

People rarely act by reason alone.

You need to tap into other deeply seated desires and beliefs in order to be persuasive. You need a small thorn that is sharper than fact to prick their hearts. That thorn is emotion.

The problem is this: no spreadsheet, no bibliography and no list of resources is sufficient proof to someone who chooses not to believe. The skeptic will always find a reason, even if it is one the rest of us don’t think is a good one. Relying too much on proof distracts you from the real mission, which is emotional connection.

So today more than ever, communicating only the detailed specifications or functional overviews of a product is not enough.

If two products have the same features, the one that appeals to an emotional need will be chosen. Aristotle said that the man who is in command of persuasion must be able “to understand the emotions, that is, to name them and describe them, to know their causes and the way in which they are excited.” And that “persuasion may come through the hearers, when the speech stirs their emotions.”


When Coke added people’s names on their bottles, they made emotional connections with their customers, even people who hardly drink Coke, bought it, took a pic and then shared on social media. If you see something that you feel is familiar, it gives you an important kind of emotional connection.

There is nothing better on this earth than a soul you can connect with on every level.

Chemistry is not between people only, it is always personal, even when it is business.

Aim for your customer’s hearts, not just their heads. You feel me!


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