They say emotion sells.

Yet, logic can be just as effective at the right time, to the right audience.

Logical decision makers want the specifics, but they also want reasons, defensible positions, and a clear understanding of the possible results of the different choices. They tend to balance off one set of choices in relationship to the others.

In contrast, emotional decision-making is driven by personal feelings, instincts, or subjective experiences, whereas logical decision-making is based on objective criteria and rational analysis. While emotional decision makers may make quicker decisions based on how they feel about the options, logical decision makers typically go through a more deliberate process of evaluation.

So, how do you draft an email that appeals to a logical decision-maker? Let’s look at an example.

Here’s an overview of logical vs emotional decision making styles:

There are multiple decision-making styles.

Decision-making styles can vary widely among individuals, influenced by personality, cognitive processes, and situational factors. It’s a good idea to write messages that tap into both rational and emotional decision styles.