Hey again -- I wanted to explain something from the previous email in a bit more detail.

A lot of people I've talked to have trouble talking a client's language, because they're conditioned to think in very "rational" terms when they talk to clients...and especially when it comes to making an offer.

Nowhere is this more true than in proposals -- but it's certainly true in other places as well, like on your homepage.

Not only do most homepages and proposals and other marketing material start out by talking about the people who made them, rather than the people they are written *for* (clients!)...they also tend to use a lot of rational language. Trying to convince people to buy using facts and logic.

What could possibly be wrong with using facts and logic?!

Well, more than you might think...and it has to do with how decisions are made in our brains.

As it turns out, the driving force behind decision-making comes from a part of our brain called the limbic system. This is the part where emotions are processed.

In fact, if your limbic system is damaged, you can become paralyzed with indecision -- even over tiny choices like what to have for breakfast. You can weigh all the reasons rationally, yet never be able to actually turn that knowledge into a decision!

And nowhere is this more true than when you're trying to convince someone to buy from you.

They can have all the facts at their disposal...but if you haven't connected with the *emotional* reasons for buying...well, let's just say you have a much better chance at closing the deal if you *do* connect with their emotions

You obviously do want to give your clients good reasons to buy. But you also need to engage them emotionally.

One of the very simple ways you can do this is by taking rational, objective sorts of words, and just replacing them with more emotive ones that connect better with their emotions. Like this:

combat --> fight

notion --> idea

construct --> build

implement --> use

And of course you can also add extra emotional words, while removing some of the rational ones. Words like "powerful" and "successful" and "intense" are quite emotionally laden, whereas words like "purchase" and "propose" are not.

Just doing this can have a huge effect on the emotional impact of your text. It's subtle, and may not seem like it'll do much -- but what you're doing is invoking emotion through careful placement of powerful words.

And again, nowhere is this more vital than in your proposal. That's a key hinge that your entire sales platform rotates around -- so small changes there can produce huge changes overall.