People vote with their hearts…and then rationalize their decision with their minds.
So you need to address both.
The 50-year-old guy going through a midlife crisis wants to buy that Corvette convertible because it makes him feel young, energetic, and like a “chick magnet” again.
But he then rationalizes the decision in his mind by noting the car’s handling and agility, its advanced technology, its comfortable interior, and the comprehensive warranty.
Likewise, the most powerful and persuasive argument when it comes to voters is the emotional argument.
Non-ideological voters vote for people they LIKE and who make them feel good far more often than they vote for the candidate’s 10-point platform for education reform.
And one of the most powerful persuasion tools you can use is nostalgia.
And if you don’t believe me, watch this three-and-a-half-minute clip from the old “Mad Men” show. Click here.