Over the past couple of days, I’ve been telling you about the importance of defining your audience’s enemy and then letting them know the problems this enemy is or can be causing them. (If you missed one of those DEEmails, read them here.)

But there is a third leg to this persuasion trifecta – Getting buy-in from your audience. That means you need to get your audience to feel the pain their enemy is causing them and get them to acknowledge that the enemy is causing the problem.

There are multiple ways to get your audience to experience the problem emotionally. For some issues, it’s simply a matter of mentioning it. For example, when Apple talked about how slow and tedious PCs were to set up, anyone who bought a new PC immediately understood and felt what they were discussing.

In other scenarios, describing the painful emotions your prospects feel or will feel because of their enemy is best. While you can talk about emotions, telling a story about someone who experienced the negative impact of the enemy is often more effective.

After you get your prospective clients to feel the problem, you want them to acknowledge that it is indeed a problem. You can get the audience to raise their hands if you’re in person. You can get them to type into the chat during a webinar or participate in a poll.

Only you get your prospects to feel the adverse effects of the problem and get them to acknowledge that there is a problem should you start presenting your solution.

Kick butt, make mucho DEEnero!