Great persuaders do one thing well: they influence people’s behavior by appealing to their emotions. People are not creatures of facts, but are creatures who are swayed by feelings, like pride and vanity. How do you best appeal to people's emotions? “Argue as if you are right, and listen as if you are wrong,” says Bob Sutton, a professor at Stanford University. Being able to explain how you arrived at your opinion, being able to support that opinion and being open to alternative views are critical. There’s actually more to being persuasive, but that’s a great starting point.
So when you are trying to sell a message, don't sell it based on logic. Instead, sell it based on the heart and gut. Sell the benefits (for example, you will look better and you will be stronger), as opposed to selling the features (for example, this makeup matches your skin color and this exercise machine has 15 exercises built into it).
People buy from people, or at least websites that are run by people. Always sell to emotion; it is the only way to persuade.
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