"Logic: The art of thinking and reasoning in strict accordance with the limitations and incapacities of the human misunderstanding." ~ Ambrose Bierce

Persuading the affluent requires that we dig deeper, into uncharted waters, where most people are afraid to go. The key is appealing to our other than conscious minds and employ the power of emotions to sell.

Researchers have determined that our conscious minds can only hold an average of seven bits of information at a time. Considering how many things we could be thinking about, that's quite an insignificant number.

There are so many things to think about. . .what we see, what we hear, what we feel, what we need to remember, what we are trying to forget. . . All of these things take up space somewhere. . . but we're only able to consciously think about seven of them at a time.

There are so many things going on around us at any given moment that there is absolutely no way for the conscious mind to pay attention to and process almost all of it. It just goes to show you just what a huge job our unconscious has.

Our other-than-conscious holds on to all of the information we are not currently using, and absorbs the information that is occurring around us that we couldn't possibly consciously perceive.

A visual representation of the would have the conscious mind as a tiny crumb with the unconscious mind being the entire rest of the pie.

If we use the 'tip of the iceberg' metaphor, how can we set that tip aside and access the real boss of our prospects, their unconscious?

We need to realize that people are persuaded based on emotion and not logic. They make their decisions based on what's emotionally happening inside of them, and then back up these emotional decisions with a logical reason.

All we have to do is add a dash of logic at the end to make our prospects feel good about their emotionally made decision. By learning to appeal to their unconscious, this is accomplished.

When we elicit criteria we're side stepping logic and getting to the core of what's important for the prospect or client.

If 'freedom' is our prospect's highest value and we tap into that, this immediately stirs up a lot of emotion.

In reacting to the emotional trigger of freedom, this can manifest as rage or frustration in a person with an 'away from' orientation and as a feeling of dominion over all things in a person with a 'towards' orientation. If you are successful in maneuvering your product or service as the cure for the away person or access to more for the towards person, you will have navigated the emotional landscape where business and industry has been afraid to go.