Feelings vs. facts

b2b decision making emotions facts feelings logic Dec 05, 2024

Feelings for me, facts for them.

That seems to be most people's approach to decisions.

We ask ourselves, does this feel right? Does what I’m hearing make sense?

Then, to convince others, we turn to facts. We think logic will persuade.

After all, that’s what people say they want, especially in B2B. Facts. Reason. Logic.

But it’s not the facts that persuade.

👉 It’s feelings about facts.

That’s what you need to influence.