The way in which we phrase a statement of a paragraph can determine its outcome. By assigning an emotion or feeling to a statement we can make it more appealing and gain a better outcome.

Consider these two statements:

1.   Jonny clean up your room; or

2.   Jonny if you were to clean your room feel how good you would feel and then you could invite your friends over.

The two statements might get Jonny to clean up his room. But the second statement would appeal to his emotional triggers of pride and is more likely going to get him wanting to clean his room as opposed to cleaning it just because you say so.

Consider these two statements:

1.   If you buy this car is comes in a range of colours and extras to suit your budget; or,

2.   If you were to buy this car in your favourite colour all your friends will be jealous, this car says you have style and taste, with a price tag that says you must have made it in life to be able to afford it.

You might sell the car with either statement but with the first one the buyer would no doubt have already decided they were going to pay. With the second you have painted a picture and played to their pride ego. You have told them how their friends will envy them, told them that they have great style and taste and added in another stage of pride that being they are well off enough to be able to afford it.

It is not rocket science, it just takes a bit of thought, practice and imagination. This is just the very basics in psychological sales techniques.