Week #20 — The Law of Balance

Logic and emotion are the two elements that make for perfect persuasion. We can be persuasive using only logic or only emotion, but the effect will be lopsided and unbalanced. Emotions create movement and action. They generate energy during the presentation and get prospects to act on the proposal being presented. The challenge with relying exclusively on emotion to persuade your prospect is that after she has left the persuasive situation, her emotions fade, leaving her with nothing concrete to fall back on. This balance between logic and emotion could be called the twin engines of persuasion and influence.