People aren’t moved by logic, or by ethics (by what’s right
or deserved). They are moved by emotion:
1.
Anger.
2.
Dominance. Authority. Power. Energy. Charisma.
Conviction. Power-differentials. Promise of safety. (as in you show these
things)
3.
Surprise/novelty, exciting.
4.
Inspired, hopeful, important, ten feet tall.
Passion. Vision. Optimism. Enthusiasm. Aspiration.
5.
Momentum. Feel good-factor.
6.
Humour.
7.
Story.
8.
Fear. (especially fear of loss)
9.
Status, competitive.
10.
Kinship. Group mentality. Hatred of others.
Leverage difference.
11.
Sentimentality and nostalgia.
Basically make them anticipate experiencing pleasure or pain
in the future, in all their shades. Or tell a story about someone else
experiencing these emotions, and people’s empathy will allow them to imagine
these feelings in themselves.
What makes emotion more powerful? Contrast. Impact is all
about contrast. Something loving followed by something ambivalent and
thoughtless increases attraction. Hot followed by cold makes the cold colder
and the hot hotter. And so on.
Rule number one: don’t be boring.
Rule number two: don’t be right, make an impact.
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