WHAT ROLE DOES EMOTION PLAY IN MIND CHANGING?
Emotion plays a reciprocal role in both the installation of beliefs and the replacement of old beliefs with new ones. The more emotional your prospect’s commitment is to an existing belief, the more difficult it is to change his or her mind. Conversely, the more emotionally engaging your web copy is, the easier it is to install a belief that endears your product or service to your prospect.
Some of the most influential people in the world, including political leaders, evangelists, public speakers, authors, and sales professionals, instinctively employ the Trifecta Neuro-Affective Principle—often without even knowing that their use of the principle is the reason they’re successful at changing the ...
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