The wonderful thing about human beings is that we’re all different. Some of us make decisions with our minds, logically weighing up risk and reward, whilst some of us base all of our decisions on our heart and gut feel.
If we’re persuading a large group, we need to present an argument that will pass the decision-making tests of both our logical minds and our gut feel hearts
Millions of books have been written on the science of persuasion, but at its simplest, the easiest ways to win hearts and minds with our speech is to include the following:
Minds love: Figures, true stories, demonstrations and fact
Hearts love: Stories, images, emotion and energy
If our argument includes these elements for both the hearts and the minds of our audience, we’ve captured their soul…!
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