Sell to the Emotional Mind

“They may forget what you said, but they will never forget how you made them feel.” - Carl Buechner
 
That’s the power of emotions.
 
Emotions are what drive people and what drive us astray. 
It's difficult to persuade without understanding them well.
 
Emotions are a valuable source of information. Emotions help to make decisions. Studies show that when someone's emotional connections are severed in the brain, it's tough to make even simple decisions. Why ? Because the person doesn't know how he will feel about his choices.

Core Emotions 
Some of the world’s best like Clayton Makepeace and Michael Masterson suggest that the most important thing to nail first is a lead that resonates with what they call the prospect’s ‘core emotion’. Core emotion is the strongest feeling the prospect has relating to the product or the problem it solves.
 
Or for that matter, if targeting investors who have lost out in a recent market crash, you can start with a headline like – “LIES, LIES, LIES … we investors are fed up with everyone lying to us and wasting our money!”
 
Like these, there are several core emotions that prospects have. And these are what needed to be captured through !
 
But remember, in following the rule of ‘power of one’, do not use more than one emotion in one copy.
 
Here are some core emotions that drive people to act. This isn’t an all-inclusive list, but it definitely includes most of all the important emotions that we humans have.