How do you work around the instincts of fear and survival? Here are five hints of how you can appeal to basic human primal emotions and instincts.

  1. Engage Emotion First. Logic can wait. The most successful sales message begins with emotion. Blame it on the amygdala. So rather than resist human instinct of survival and pleasure, embrace it and appeal to an emotional level that’s on par with, or exceeds, the instinct to get food or check Facebook.

  2. Create a Framework. You might think about your sales message in three broad parts, beginning first with fear, uncertainty, and doubt. Calm the stress. Follow it with your unique selling proposition. Then reveal the solution you have for them. Pace your message with a framework in mind.

  3. Tell a Story. Storytelling is an effective technique as you communicate your message. Think about any viral video your friends have shared with you, and in it, you’ll see a video story that’s entertaining, puts a smile on your face, tugs at your heartstrings, or delivers hope of some kind.

  4. Be Clear. Don’t bore. Your prospective customers hear boring stuff all the time that’s confusing, inarticulate and overly detailed. Some sellers overreact and, in a knee-jerk reaction, conclude that a sales consultation must be short because people’s attention spans are short. What derails the prospect from your message is that it doesn’t stimulate emotion, then calm the mind with your solution.

  5. Give Permission to Act. Today’s consumer resistance to “being sold” is higher than ever, yet consumers want to buy when they’re satisfied that their decision is right. You have to craft your sales message so prospective customers are given permission, affirmed, and want to buy.

Engage them through story, educate them through logic, and build anticipation so they have a desire to convert themselves to being your customer.