GET YOUR 'YES'

Master the Art of Persuasion

Have you ever wished you could easily get what you want in your career? Whether it’s securing that promotion, landing a big deal, or simply getting the raise you deserve—what if you could unlock the key to making it all happen?

Imagine this: You walk into your boss’s office, make your pitch, and within minutes, hear the words you’ve been waiting for: YES.

Sounds powerful, right?

In my years as a consultant, I’ve mastered the art of persuasion. I’ve learned how to convince clients, close lucrative deals, and yes, even justify my fees. But the true game-changer came when I understood this simple, but profound truth: Persuasion is not about logic; it's about the brain.

 WHY PERSUADERS rule THE WORLD

Whether you're trying to convince your boss to promote you, get customers to sign on the dotted line, or inspire your team to take action—persuasion is at the heart of everything you do.

Think about it: the most successful people in the world—those who break barriers, close massive deals, and lead teams—are the ones who understand how to get others to say "YES."

If you can master the art of persuasion, you’ll unlock a superpower that will change the game for you. And the best part? It's rooted in science.

THE big MISTAKE MOST PEOPLE MAKE 

Imagine you have a flawless argument, armed with facts, data, and all the logic in the world. You present your case to your boss, believing there’s no way they can say no. Yet, despite your bulletproof logic, their answer is a flat-out NO.

Sound familiar? It’s frustrating, right?

Here’s the truth: Logic doesn’t persuade.

This is a major misconception that trips up so many people. We often assume that facts and logic will automatically sway others. But science tells us a different story—decisions aren’t made logically; they’re made emotionally.

THE SCIENCE BEHIND PERSUASION: WHAT YOU need TO KNOW

Here’s the kicker: the brain doesn’t work the way we think it does. It doesn’t make decisions by analyzing facts—it reacts to emotions first, then justifies with logic later.

Antonio Damasio, a neuroscientist, found that people who lack the ability to feel emotions struggle to make even basic decisions, like choosing what to eat. Their brains are unable to decide because the emotional centers are not working. This shows just how critical emotion is when making any decision, including agreeing to your request or proposal.

WHAT THIS MEANS FOR you

If you want to get someone to say YES, you can’t just present logic and facts. You need to appeal to three distinct parts of the brain:

1. The Primal Brain (Attention): This part is all about survival—get it to pay attention to your message.

2. The Emotional Brain (Emotion): Here’s where you make them feel something—connection, motivation, urgency.

3. The Logical Brain (Justification): Finally, help them justify the emotional decision they’ve already made.

When you appeal to all three parts of the brain, you’re not just presenting a logical case—you’re creating an irresistible, emotional journey that leads to YES. 

WHY logic ALONE WON'T WORK

Imagine this: You’re walking to your car and suddenly hear someone shout. Instantly, your primal brain takes over. You pay attention to the sound, and within seconds, you experience either fear or relief. That’s your emotional brain in action, determining whether this is a friend or a threat.

Only after this emotional reaction does your logical brain come in to justify your actions. You may think, “It’s my coworker calling me,” or “I need to run away to stay safe.”

This is how persuasion works: Your emotional brain decides first. Then, your logical brain justifies the decision.

QUESTIONS: UNLOCK THE brain's "YES" BUTTON 

Here’s the secret: Questions are brain candy. When you ask the right questions, you can hijack the brain’s natural curiosity and guide it toward the decision you want.

What makes the right questions so powerful?

When you ask a question, the brain instantly focuses on finding the answer. And here's where you have the power to lead them exactly where you want them to go.

But not just any question. You need the right questions—questions that activate all three brain systems in the correct order: first, primal, then emotional, and lastly, logical.

THE FOUR QUESTIONS: YOUR secret WEAPON

Here’s a powerful framework I use to craft messages that compel anyone to say YES. It's based on 4 key questions—each one strategically designed to activate the three brain systems:

1. Attention-grabbing question for the Primal Brain
   Trigger pain, uncertainty, or threat to get their attention.
   Example: “What’s your biggest struggle with [insert the problem your proposal solves]?”

2. Emotion-generating question for the Emotional Brain
   Get them to imagine a better future and feel motivated.
   Example: “What would your life look like if this problem was solved?”

3. Story-question combo to amplify Emotion
   Immerse them in a relatable scenario that makes them feel the change.
   Example: “I’ve seen [describe someone who succeeded in the same situation] do this—how could that work for you?”

4. Justifying question for the Logical Brain
   Help them rationalize the emotional decision they’ve already made.
   Example: “How can you make this work for you?”

By combining these 4 Persuasion Probes, you’ll be guiding their brain to say YES without having to force it.

READY TO GET YOUR yes?

Persuasion isn’t about being manipulative—it’s about understanding how the brain works and using that knowledge to communicate in a way that resonates. By tapping into the primal, emotional, and logical systems of the brain, you can create persuasive messages that lead to success, whether it's securing a raise, getting your boss’s approval, or winning over a client.

Next time you’re about to pitch an idea or ask for something important, remember this: You’re not just selling a concept—you’re selling an emotion, an experience, and a decision that will make their brain say YES.

Now go out there and get your 'YES'.