Entrepreneurs are frequently told that their sales or investor pitches must create emotional impact in order to succeed. This can be achieved through various techniques including the use of stories or powerful imagery in pitch decks.

But less forthcoming is the ‘why’. Why should an entrepreneur need to rely on emotional engagement, if they have a startup that has great traction, huge market, solid financials and an outstanding team?  There are several important reasons for doing so.

First, everyone makes decisions on emotion first and rationalizes second.  Consequently, if you don’t engage your audience emotionally you are unlikely to get them to take the action you want. For more on this point see ‘Pitching and Why You want to Stop Your Audience from Thinking’.

Secondly, people connect via emotion rather than logic and reason. If you audience doesn’t ‘like’ and ‘trust’, you they will not want to invest in or hire you. For many investors, the ‘team’ is the most important factor in their decision to invest.

Thirdly,  emotionally charged stimulus remains longer in our memory and is recalled with greater accuracy. You want your audience to be talking to their colleagues / partners about your pitch with both enthusiasm and accuracy.

Martin is the author of ‘Here’s the Pitch – How to Pitch Your Business to Anyone, Get Funded and Win New Clients‘ available from AmazonBarnes & Noble and all leading booksellers.