Persuasion & Influence

Persuade with
Emotion & Value

Learn to sell ideas, not products.
Connect with what people need, value and feel.
01 / 08

Don't Sell the Object

People don't buy things only because of what they are.

Object

What is it?

Value

What does it do for me?

Emotion

How will it make me feel?

02 / 08

Turn an Object into Value

OBJECTA simple umbrella
→
FEATUREKeeps you dry
→
VALUEStay comfortable
→
EMOTIONFeel confident

The product is the same. The meaning changes.

03 / 08

Persuasion Begins with Understanding

Ask about the person

What do they need?

What problem do they have?

What matters to them?

Then connect

Your idea → Their need

Your solution → Their benefit

Your message → Their emotion

04 / 08

Logic Explains.
Emotion Moves.

LOGIC

"This car has excellent fuel efficiency."

Gives information.

EMOTION

"You can spend less time worrying about fuel costs and more time enjoying the journey."

Creates a reason to care.
The strongest persuasion combines both.
05 / 08

Same Product.
Different Message.

❌ Product-focused

"This notebook has 200 pages, a hard cover and good-quality paper."

✓ Value-focused

"Capture your ideas anywhere and keep your most important thoughts organised in one place."

Don't describe what it is. Show what it can do.

06 / 08

The 3-Step Persuasion Formula

01

CONNECT

Start with the listener's need or problem.

02

CREATE VALUE

Show how your idea improves their situation.

03

CREATE EMOTION

Help them imagine the positive result.

Need → Value → Emotion → Action

07 / 08

SELL THE
IDEA

1. ListenUnderstand their need.
2. ConnectLink your idea to that need.
3. Show ValueExplain the benefit.
4. Create EmotionMake them feel the outcome.
"People remember how your idea makes them feel."
08 / 08