Even with mountains of facts, you can still fail to resonate. That’s because resonance doesn’t come from the information itself, but rather from the emotional impact of that information. This doesn’t mean that you should abandon facts entirely. Use plenty of facts, but accompany them with emotional appeal. There’s a difference between being convinced with logic and believing with personal conviction. Your audience may agree with the thought process you present, but they still might not respond to the call. People rarely act by reason alone. You need to tap into other deeply seated desires and beliefs in order to be persuasive. You need a small thorn that is sharper than fact to prick their hearts. That thorn is emotion.
The problem is this: no spreadsheet, no bibliography and no list of resources is sufficient proof to someone who chooses not to believe. The skeptic will always find a reason, even if it’s one the rest of us don’t think is a good one. Relying too much on proof distracts you from the real mission—which is emotional connection.
– Seth Godin
So today more than ever, communicating only the detailed specifications or functional overviews of a product isn’t enough. If two products have the same features, the one that appeals to an emotional need will be chosen. Aristotle said that the man who is in command of persuasion must be able “to understand the emotions— that is, to name them and describe them, to know their causes and the way in which they are excited.” And that “persuasion may come through the hearers, when the speech stirs their emotions.”