Whether you’re writing a note for your beloved’s Valentine’s Day card or a proposal to impress to the new boss, all paths lead to the heart.
Even the crustiest people have beating hearts that quietly overrule their heads on many decisions. To make sure your Cupid’s arrow hits the target, here are some techniques to cut through the crust to the gooey filling.
When you’re talking about the benefits of your product or recommendation, don’t forget the deep emotional needs that may hide behind the obvious. For example, a prospect may read your white paper to acquire practical information. But she probably has a deeper desire to look good in front of her peers.
Show that you really do understand and care about the crusty one’s fear, frustration or pain No buzz words or platitudes. Dive as deep as you dare.
Sometimes you have to get people riled up, to acknowledge a problem that you can solve.
Humour also cuts through the crust, by lowering the heart’s defences. Think of the movies that got you laughing and then smacked you with some profound emotional truth.
Tell a personal story that travels across common emotional ground. But don’t go on for too long.
While kittens or the little girl I’ve used here will give you a direct flight to most hearts. you may need to portray an ideal pursued by many crusty business people, for example happy-looking people at a meeting.
Of course, these techniques also work with people whose crusts are soft or thin. Fortunately, with them, you don’t have to try so hard. Just speak from your heart.