subject: Emotion-is one of the very best ways to rouse your prospects [print this page] Often, people are fully aware of the problem they're facing, so it doesn't take much agitation to get them flocking to you for your solution. Sometimes, though, you'll need to make people aware that they have a problem in the first place. As a kind of general example, most people weren't worried too much about the passage of time until clever folks started building effective clocks and, eventually, watchesand then people needed them because they needed to be punctual. You can be sure that clockmakers and watchmakers made sure that people were aware of how much they were missing out on before they had something to easily tell time with. On the other hand, people may know they have a problem, but just don't care. Your job in that case is to not only drive home the fact that they're hurting, but also agitate the hell out of them so they'll eagerly accept that handy solution when you offer it to them.
Emotion-is one of the very best ways to rouse your prospects
