A recent study from the Journal of Marketing makes it clear: Feelings over Facts when persuading last-minute donors.

The researchers found at the start of a campaign, logic motivates donors: I’ll donate if the organization proves its initiative is likely to succeed. But at the end of a campaign, to reach that big goal, emotion motivates donors. If I donate, am I part of something I value?

What does this tell us?

If you have a short-term campaign – days – use emotional appeals. If you have a long-term campaign – months, years – reason and logic win the day.

Why did I already know this without spending years on some research project?

Because the nature of persuasion is bifurcated.

People are persuaded along two routes: a logical one and an emotional one. This Elaboration Likelihood Model (ELM) is long-appreciated by those of us who rely on persuasion.

What the hell is that? you ask.

Bear with me. This is vital information for all entrepreneurs.

ELM states that in some cases, logic is persuasive. A logical – or cognitive – appeal triggers central processing. The listener evaluates or elaborates on the information. Elaboration takes time and effort. It takes context and, often, basic knowledge. And for a person to think about anything, he or she has to be invested – he or she has to care enough to take the time and energy to think. Elaboration also takes some cognitive ability. (Smart people choose central processing over emotional processing.)

ELM also states in other cases, emotion is persuasive. An emotional – or affect – appeal triggers feelings. The listener does not consciously evaluate a thing. He or she reacts. Scientists call this peripheral processing. Aspects like attractiveness or likability are emotional appeals and have nothing to do with logic. They do not ask the listener to elaborate or logically evaluate the proposal.

In my textbook, I have multiple chapters on this stuff! And, in my workshops, I share a personal story to illustrate:

When my teen sons were buying a game console, I couldn’t care less which one we purchased because I rarely play video games on the console. I relied on the peripheral route: That one looks cool. I like the pretty lights. My sons, however, urged us to choose the system with the best ratings, most game choices, and most options. They used central processing, cognitively weighing the information because the decision was very important to them.

Most persuasive marketing depends on affect appeals. Quick! Now or never! Isn’t this sexy? Isn’t this fun? Do it for the children! I’m handsome, trust me! Emotional appeals work when the person has low or passing interest, lack of knowledge, or lack of time. So, in those last-minute moments of any campaign, the listener does not have the time to use central processing. Lack of time equals defaulting to peripheral processing. Period.

How can you take advantage of this human foible?

• Limit the time for sale offers. Limit the number of units available. Limit the number of participants.
• Trigger emotional reaction in less sophisticated customers and clients. Back up your facts for sophisticated customers and clients.
• Know your audience: Use logic argument – facts and figures – for sophisticated customers. Use emotional appeals for everyone else.
• For necessities, healthcare, professional services, and big-ticket items, use logic and facts. People are likely to spend more time and invest the energy to think about choices.
• For disposable-income items – art, entertainment, makeup and fashion, food – hit em in their heart. The decision is not crucial – and not important in most cases.

Contact me to be your personal content consultant. I’m a professional persuader and will use my skill for your benefit!