All Decisions Are Emotional

        Using logic and facts to persuade people of something rarely works.   We are emotional creatures.  We might think our logical mind is making all our decisions, but it’s our limbic brain that’s really turning the cogs.   It’s this primitive reptilian brain that’s responsible for our gut reactions, the fight or flight response.
       

    All our decisions are at core, emotional.   They are based on two things, GREED or FEAR.

    “I want it, it'll make me look clever if I choose it..”
    “I’m afraid to take that great job in case I'm hopeless…..
    “I want him/her so I’m not lonely any more……”
    “I’m afraid I’ll lose face if I make that decision………….”
    “I want that investment, it’ll make me rich……….”
    “I’m afraid if I don't invest someone else will get it….”

        If you are pitching for money, you need to appeal to this part of the investor’s brain as well as the logical side.   Make an investor feel that you are the last bus leaving the station and they have to run to get on before it’s too late.   Not only do they have to run, but there’s only one seat left on the bus, and there are 10 other people in the queue in front of them.  You want to make them want to run and knock everyone else over to get to the door before it shuts and the bus moves off.  Sweet white haired grandmothers, mums with prams, dogs for the blind ……..they’ll knock over everyone to get to the bus.
        When you have pitched, you don’t want a logical considered response, you want to see some Tom and Jerry moments …. Tom’s  eyes turning into those fruit machine wheels with pound signs on them or Spike the dog’s tongue rolling out like a giant wet red carpet.
        All decisions are emotional, excite their emotions.