What is it means ...
.. We believe we are rational, logical and thoughtful decision-makers
.. Actually, we can only hope that they are - we are emotional beings
.. When we want something we only look for 'facts' supporting our wants
.. Conclusion #1: understand that facts matter for decisions you need to make
.. Conclusion #2: others make decisions based on emotion
.. Conclusion #3: to persuade others - you must employ emotional persuasion
Persuasion, when used honestly, will allow you to convince others to achieve your objective while providing a win for the other person.
How does one persuade? Here are four steps:
Step 1: Establish your Credibility - establish trust (share a secret)
Step 2: Find Common Ground - establish a win for you AND your listener
Step 3: Provide Evidence - factual and emotional
Step 4: Connect Emotionally - be sincere and be passionate
Additional Reading: The Art of Persuasion
Other Post: Persuasion
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