Why emotion is a powerful motivator and how to use it

The neuroscience book, ‘How We Decide’, by Jonah Lehrer, tells us that a person who has “damage to the emotional centre of their brain will be unable to make decisions because their rational brain will repeatedly debate the pros and cons for even insignificant decisions, such as a choice between white and brown bread.

“Findings from research conducted by Antonio and Hannah Damasio (reported in part in A. Damasio’s ‘Descartes’ Error’, Grossett/Putnam, 1994) suggest we are unable to make decisions having personal relevance unless we have been motivated by our emotions.

“Reason, they say, plays an analytic role, not a decision making role, and emotion is needed to motivate somebody to act.” (as reported by Jim Gilmartin)

It’s pretty clear that motivating an emotional response in your target market or audience is a very powerful way to call them to action.

Here are six steps to prompting an emotional response in your audience:

1. Acknowledge their emotion e.g. frustration, anxiety

2. Tell them why they are feeling like that i.e. what the problem is

3. Tell them why they will continue to feel that way e.g. why the problem persists

4. Explain why your product or service alleviates their problem

5. Paint a picture of how good life will be after applying your solution

6. Finally, back it up with proof to appeal to our logical brain.