When to Use Logic—and When to Use Emotion

Buyers think with their heads—but buy with their hearts.

Logic justifies. Emotion motivates.

Use logic to back up claims. ROI, timelines, benchmarks. But lead with emotion. Frustration, hope, ambition.

If they feel the problem, they’ll want the solution. If they see the logic, they’ll defend the decision.

In a pitch, start with the why (emotional), move to the how (logical), and close with the what (specific offer).

Emotion drives the decision. Logic comforts it.

Master both—and you’ll speak to the whole buyer, not just their business brain.