According to years of research, we make decisions based on 2 primary systems working together. One of the systems is emotional and intuitive while the other is logical and rule-based.
It’s important to remember this when speaking to clients, colleagues or others we want to influence.
You see, we know that, generally speaking, people are more concerned with avoiding loss than with achieving gain, so their emotional system tends to take over, despite all the logic you might use to sway their decisions.
What most of us do though is spend lots of time discussing the positive benefits of a particular decision.
That may work for some folks, but you are more likely to get their attention if you can identify a loss they may suffer and show how your product, service or skill can alleviate that loss.
Action – So the phrase – “don’t lose money by wasting time” is much more powerful than “this product will save you time and money”