How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 386

demeanor completely. In some circumstances, you may want to use anger
to make a certain point or to evoke a certain reaction.
Sympathy and Compassion
You can generate action for your cause by creating sympathy for it. When
we see others victimized by misfortune that was beyond their control, we
feel more sympathetic toward them and more motivated to help them.
You've probably seen this technique used by marketers when they show
you pictures of starving children, battered women, abandoned animals,
and disabled adults.
Jealousy
Jealousy is the pain caused by seeing others' good fortune, not because we
want what they have, but because we resent them for having it. The cause
of jealousy is the false perception that one's worth lies in the possession of
those goods.
Shame
Shame is pain and disrespect felt in connection to regrettable behaviors,
experiences, or events. It often involves disgrace or loss of respect for
oneself because we feel we have fallen in the eyes of our family, friends,
or loved ones. We feel shame because of our vices, our abuses, or any of
our perceived failures.
Pity
Pity is empathy we feel toward someone who has been unjustly trespassed
against. We often feel pity for others due to death, injury, sickness,
calamity, natural disaster, accidents, and so on. We can feel pity for
people who are close to us as well as toward people we don't know at all.
Your Emotional Radar
When using emotions in persuasion, remember to pay attention to the
circumstances that surround your presentation. Aristotle highlighted three
aspects you should consider:
1. The nature of the actual experience (funeral, party, sporting event,
fundraiser, or business meeting)
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