r?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediate

I recently had the experience of sitting for Jury Duty. Rather than bemoan my fate, I decided to see what the trial attorneys (AKA "Professional Persuaders") could teach me about persuasion.

In a nutshell, it was a civil case – a traffic accident allegedly resulting in an injury.

The Plaintiff's attorneys tried to tug at our heartstrings. The "victim's" parents were in the court every day, and they were constantly portrayed as a close, loving family. When the Mother took the stand, we were told of how her daughter had suffered as a result of her injury. She couldn't pick up her children. Her first Thanksgiving in her own home, she couldn't put the turkey in the oven. She couldn't wrap Christmas presents.

And, in what clinched the case, the mother tearfully recounted how her daughter had to tell her young children to stay away from Mommie because her wrist was hurt, and they might hurt it worse.

As I said, it clinched the case – for the Defense. It was too much, and it was fake.

First of all, the "victim" had one child still in diapers. If she couldn't wrap presents, how'd she change the poopies? How'd she dress them every day? And what kind of "loving mother" tells her children they'll injure her when she's in a hard cast? (When I had major surgery two years ago, I went out of my way to make it possible for my youngest son to climb on me without hurting me. It can be done.)

The jury had a visceral reaction to the Mother's testimony. When it actually came time to deliberate, instead of debating we spent our time railing on the absurdity of it all.

There were facts, of course, to back up our emotional reaction. The Defense attorney presented them very logically, without all the tears and emotional theatrics. We used them, however, to justify the decision we'd already made with our gut: This girl was lying.

Sound familiar?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediatel

e Mother took the stand, we were told of how her daughter had suffered as a result of her injury. She couldn't pick up her children. Her first Thanksgiving in her own home, she couldn't put the turkey in the oven. She couldn't wrap Christmas presents.

And, in what clinched the case, the mother tearfully recounted how her daughter had to tell her young children to stay away from Mommie because her wrist was hurt, and they might hurt it worse.

As I said, it clinched the case – for the Defense. It was too much, and it was fake.

First of all, the "victim" had one child still in diapers. If she couldn't wrap presents, how'd she change the poopies? How'd she dress them every day? And what kind of "loving mother" tells her children they'll injure her when she's in a hard cast? (When I had major surgery two years ago, I went out of my way to make it possible for my youngest son to climb on me without hurting me. It can be done.)

The jury had a visceral reaction to the Mother's testimony. When it actually came time to deliberate, instead of debating we spent our time railing on the absurdity of it all.

There were facts, of course, to back up our emotional reaction. The Defense attorney presented them very logically, without all the tears and emotional theatrics. We used them, however, to justify the decision we'd already made with our gut: This girl was lying.

Sound familiar?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediate

inched the case – for the Defense. It was too much, and it was fake.

First of all, the "victim" had one child still in diapers. If she couldn't wrap presents, how'd she change the poopies? How'd she dress them every day? And what kind of "loving mother" tells her children they'll injure her when she's in a hard cast? (When I had major surgery two years ago, I went out of my way to make it possible for my youngest son to climb on me without hurting me. It can be done.)

The jury had a visceral reaction to the Mother's testimony. When it actually came time to deliberate, instead of debating we spent our time railing on the absurdity of it all.

There were facts, of course, to back up our emotional reaction. The Defense attorney presented them very logically, without all the tears and emotional theatrics. We used them, however, to justify the decision we'd already made with our gut: This girl was lying.

Sound familiar?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediate

e.)

The jury had a visceral reaction to the Mother's testimony. When it actually came time to deliberate, instead of debating we spent our time railing on the absurdity of it all.

There were facts, of course, to back up our emotional reaction. The Defense attorney presented them very logically, without all the tears and emotional theatrics. We used them, however, to justify the decision we'd already made with our gut: This girl was lying.

Sound familiar?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediate

r?

Application: People buy on emotion, and justify that purchase with logic. But the thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the same opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reality we all had.

You cannot fake emotion and sell your product or service. People will know it immediately – and they'll hate you for it. Whether you believe it or not, your prospects will see through you.

You see, the truth matters. And it will come out. If you're lying to your prospect, she'll sense it. So the only way to be successful is to have the truth on your side – a product or service that will genuinely improve her life in one way or another.

Then you can sincerely connect with your prospects emotions and convince her to purchase from you.