Head Versus Heart: Why emotion is more powerful than logic

One of our longest-standing philosophies here at LiveseySolar is that when people are making buying decisions, emotion is more powerful than logic. This is why we take a highly emotion-centred approach when carrying out interpersonal communication skills training for either sales or customer service. Why?

There is not one specific reason for why we advise this approach, but rather a constellation of data points that are leading us towards this recommendation.

In most sales and customer related conversations, our main aim is conversion, not education. Research tells us that when it comes to changing minds, emotions compel decisions more than logic does.

That’s not to say logic isn’t necessary! Logic provides the foundation to make ideas stick long after the emotional high is gone, so both are necessary. However, logic has a much better chance of being accepted and remembered, if it is preceded by a receptive emotional state.

When we consider buying a product, part of our decision may indeed be based on logic – we may go for items that are the cheapest, safest, or longest lasting. However many more of our buying decisions are as a result of our emotions. Few people choose clothing based on practicality alone –we want to look and feel good, rather than simply choosing the cheapest item that will keep us warm.

People tend to use their emotions when they decide to buy a product and then use logic to justify it. This is why so many people buy things they don’t really need and end up with a kitchen full of gadgets, for example, as they have been ruled by their emotions.

Just watch any television advert and you’ll see how advertisers play to people’s emotions, rather than their practical side. In the battle of emotions v logic, logic is still important, but as it usually comes into play after the buying decision is made.

You may tell yourself that you’re buying that new juicer because it’s an efficient way of eating more healthy and you’ll save money on buying fresh juice, but in fact you’re imagining how you will look and feel amazing when you’re drinking homemade juice every day (for a month or two before the juicer ends up at the back of the cupboard with the rest of the gadgets anyway!)

Therefore, in any kind of sales, it is important to take emotional factors into consideration when deciding how to approach a sales interaction. Rather than focusing on practical aspects such as cost, it is more important to help each prospect imagine how they may feel after investing in your product or service. This is why interpersonal skills training is such an important aspect of our program.

Interested in learning more about our emotion-centred approach to sales training?

(NOTE: Want to see how your practice marketing measures up against the best in class? Take this 5-minute quiz to see how you stack up in the 9 areas of practice marketing and get specific tips and advice on how you can improve your weak points and better leverage your strengths).

About the author


LiveseySolar’s mission is to double the size of 150 cataract and refractive surgery practices. Using our proven marketing frameworks and deep market knowledge, our customers can predictably and sustainably grow their practices so that they can enjoy a healthy balance between both worlds – a successful private practice and a happy life.

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What our clients say…

“In a matter of weeks, we already saw results with LiveseySolar. Far before we were even finished with our project.”

Erik Chotiner, MD, FACS, Ophthalmologist

“The whole group has been very, very professional. We’re quite early in the stages, but we can see the benefits.”

Dr Nick Mantell , MBChB FRANZCO

“They’re very professional. They know what they’re doing, but they also put us at ease. This helped us to cut through what’s needed to get what we want.”

Mr Praveen Patel, MA (Cantab), MB BChir (Cantab), FRCOphth, MD (Res)

“It’s wonderful to work with an agency that engages on our level and understands our market.”

Dr Anton Van Heerden, MBChB; FRANZCO, Ophthalmologist

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Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor / fCMO for our customers. Rod mentors and coaches CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.

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LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

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Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK