Most of your buying decisions aren't rational. Research shows up to 90% of decisions are driven by emotion or irrational factors, not logic. This changes how you should think about persuading anyone.
Think back to the last thing you purchased. Could be anything. And ask yourself, what made you buy that? Now I'm guessing we probably have a room full of very functional answers. I bought it because I need it. I bought lunch because I was hungry. Now I want you to ask yourself, think, think about that decision of what you purchased and ask, how much of that decision was driven by rational, logical reasons, and how much was driven by emotional or irrational reasons? Just shout out, how much do you think was on the emotional side? Just give me a percentage. 60. You've seen this before. This guy's cheating. We're going to need you to no longer answer questions. So yes, thank you. The answer is in fact Studies have shown upwards of 90% of a decision comes down to those emotional, those irrational elements. And that has huge implications when you think about persuasion and when you're trying to influence somebody.
The Franklin Effect: Turn Your Biggest Critic Into Your Strongest Supporter (Psychology Explained)
