How to Coach Yourself and Others How to Influence, Persuade and Motivate

K. Oatley, and N. L. Stein, editors (Oxford: Blackwell Publishers, 1998), pp. 313–319. [8]Tellis, Advertising and Sales Promotion Strategy, pp. 160–161. Types of Emotions: Emotional Mastery Over the centuries, philosophers have tried to categorize the very many complex emotions of humanity — no easy task. Aristotle came up with fourteen emotions:               Anger Patience Friendship Enmity Fear Confidence Shame Shamelessness Emulation Contempt Kindness Pity Indignation Envy Other philosophers argued that emotions are largely influenced by one's time period and culture. We will focus on a few major, elemental emotions, both positive and negative. In the persuasive process, you want to control negative emotions while constructing positive emotions. You don't want your message to end with negative feelings. Worry When your prospect is worried or preoccupied with something occurring now or that is about to happen in the future, your ability to persuade declines. Worry is feeling anxious, uneasy, or concerned about something that may or will happen, or has already happened. I have heard worry referred to as "negative goal setting." Anxiety creates tension — a fear that occupies our thoughts, which if encouraged will grow and continue to dominate our thoughts. 384

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