The Art of Seduction

by Robert Greene

An appeal to the emotions is far more powerful than an appeal to reason.

You might think it is better to reason with people, explain your ideas. But it is hard for an audience to decide whether an argument is reasonable as they listen to you talk. They have to concentrate and listen closely, which requires great effort. People are easily distracted by other stimuli, and if they miss a part of your argument, they will feel confused, intellectually inferior, and vaguely insecure. It is more persuasive to appeal to people’s hearts than their heads.

Words come easily, and people distrust them. Anyone can say the right words; and once they are said, nothing is binding, and they may even be forgotten altogether. The gesture, the thoughtful gift, the little details seem much more real and substantial.