Have you ever made a compelling case for something and been right? And known you were right? And had a sound logical reason why you were right? And even had a mountain of good hard evidence to show you were right? Yet despite all this, you were still unable to persuade the other person?
Of course you have; we all have. The reason for this is the big E: emotion. Emotion is why we do things. Most decisions are really made on emotional grounds; we just use logic and evidence to justify them.
This chapter investigates how to use your language to tap into people’s emotions. This means three things: inspiring enthusiasm, framing the proposition and ...
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