Why Selling is a Transference of Feeling—Not Just a Transfer of Information

Persuasion isn’t just moving information from your brain to another’s. It’s transferring your conviction and enthusiasm—what behavioral science calls ‘emotional contagion.’ When you believe, others catch your spark.

Think about the last time someone excited you about a new show, restaurant, or gadget. Odds are, their eyes lit up; their voice changed. Without detailed stats, you just wanted to try it for yourself. Compare that to forced pitches or flat presentations—dead on arrival.

Studies show belief and passion trigger mirror neurons in listeners’ brains, activating curiosity and desire through emotion-first communication. The best salespeople, coaches, and teachers first ignite themselves—then others.

Before your next pitch or tough conversation, pause for a moment to consider what genuinely moves you about what you’re sharing. Let that energy soak into your body language and voice. Instead of only giving dry explanations, relate a true, detailed story—yours or someone else’s—about positive impact. As you speak, let your belief shine through. You’ll find it’s contagious, and others lean in, eager to participate.