Manipulating Emotion

When objections are emotional, there are usually two key techniques you can use to address them:

  • Removing a person’s negative emotions
    • Usually done using empathy (the “empathetic ramp-down”);
  • Building more desire in the person
    • Usually done through the hero’s journey format previously explored;

These two techniques usually work very well for the two D.i.S.C. emotional types (the Passionate and Nurturer).

Underlying Psychology/Biases

These techniques work because emotion is usually the main driver behind objections (and it’s usually due to lack of certainty or trust). Therefore, if you can properly deal with the person’s emotions, the objection will be gone.


  • Using empathy to ramp down the person:
    • For example, if they’re angry, using empathy until they slowly calm down;
    • Decreasing their amygdala activation so they come back to the realm of logic;
  • Building up more desire in the person:
    • Using the hero’s journey format works well here;
    • Illustrating the nightmare, the dream, and making the bridge between both;
    • Again, this becomes even more powerful with a well-defined avatar and a well-done diagnostic;


  • The examples for both empathy and building desire both apply here;
  • Customer Support
    • CS representatives are excellent at calming down angry or sad customers, and parrying their objections by taking away the emotion first, and then coming from logical facts;
  • Strategy Sessions
    • Strategy sessions are “consulting calls” where an expert does not add value to the possible client, but actually
  • Comforting Someone
    • When someone is in a very negative state, for example a friend, chances are that you will be comforting and supporting them, using empathy and showing understanding, just to bring them to the realm of logic;

Commercial/Known Uses

Key Takeaways

  • The key takeaways for both empathy and building desire both apply here;
  • The empatethic ramp-down is a technique that simply consists of applying empathy with someone that has a negative emotion until they calm down, bringing them to the domain of logic, and then convincing them in that domain;
  • You can build desire using the same techniques as mentioned before, and one that works especially well is the hero’s journey;
  • A particular technique you can use is augmented mirroring. When someone is feeling a specific emotion, you can feel it more than they do to make them seem small in comparison and defuse them;