Win the heart and the mind will follow.

The best way to scare off, annoy, or bore potential customers is by bombarding them with logic, reasoning, and facts alone.


Prospects may be interested in what you say early on, but without connecting those attaching those facts to emotions, they will fizzle out early before they convert to becoming customers… unless you appeal to the heart.


This doesn’t mean you need to make them cry, but it does require empathy, and putting yourself in their shoes to see what your product or service will do for them. How it will make them feel, what kind of status it gives them, what it helps them do, and what THAT makes them feel like.


As Roy H. Williams says, “The intellect will always create logic to justify what the heart has already decided.”

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