Fear is one of the
most common reasons
a prospect
won’t buy.
My natural reaction,
when someone tells me,
they’re scared,
is to bombard them
with facts,
with information.
This rarely works
as
Seth Godin
shares
“When dealing with
someone who’s afraid,
when they’re objecting
to something that’s important,
it’s tempting to imagine
that more evidence
will make a difference
–that it’s the objections
that matter.
But more studies of efficacy
or public health
or performance
aren’t going to address
the real objection.”
Logic doesn’t dissipate emotion.
Emotion dissipates emotion.
A certain former US leader,
for example,
saw his followers’ fear
and turned it into anger.
That anger pushed them
to act.
(He could have turned
that fear into kinder
more beneficial to the world
emotions
but he chose anger.)
Emotion combats emotion.