From Facts to Feelings: The Secret to Winning Over Your Audience

One of the most common mistakes we make during presentations is overloading them (and the slides) with too many words and numbers. We often try to convince the audience of the strength of our idea or product by appealing solely to logic.

We assume that by talking enough and showing enough data, the project will be approved or the product will sell.

However, recent neuroscience and behavioral psychology research shows that our decisions are far more emotional than rational. Even when we believe we are acting logically, our emotions often drive our choices, especially in moments of uncertainty or when we need to make a quick decision.

So why do we keep focusing only on the rational side when it comes to public speaking?  Likely because we think it’s easier.

Presenting data, graphs, statistics, and seemingly bulletproof logic feels like a safe bet. We assume that if we back our reasoning with solid facts, it will be enough to convince the audience. In theory, it makes sense: a rational idea, presented with indisputable data, should be compelling, right?

Yet, reality shows us the opposite every day. How many times have you tried to convince someone with flawless logic, backed by indisputable data, only to be met with resistance?

Probably more often than you’d like to admit. Personally, it’s happened to me many times, and just as often, I’ve been on the other side, irrationally refusing to accept someone else’s perfectly sound argument.

This happens because human decision-making is not purely logical. It’s a mix of rational thought and emotion, and more often than not, emotion takes the lead. No matter how perfect your data is, if you don’t connect emotionally with your audience, it’s unlikely you’ll persuade them.

The lesson here is clear: don’t just bombard your audience with facts, figures, and statistics in your presentations. While these are important, they’re not enough. You must also think about the emotions you want to evoke. What feelings do you want to inspire in your audience? How can you tie your proposal or product to their personal experiences, desires, or fears?

For example, if you’re presenting a new product, don’t just list its technical specs and practical benefits. Tell a story, one that shows how your product can improve lives, solve a problem, or make people feel better. Stories are powerful because they speak directly to emotions, create connections, and make concepts more memorable.

When preparing your next presentation, don’t just ask yourself, “What data should I present?”—also, ask, “What emotions should I choose to evoke?”  Think about how you can create an emotional bond with your audience and engage them on a personal level. Through emotion, you will truly make an impact and convince those listening.

Remember that successful presentations strike a balance between logic and emotion. You need to support your arguments with solid facts, but at the same time, you must emotionally engage the audience, making them feel like they are part of the solution you’re offering. Once you do that, you’ll find that your projects aren’t just approved, but embraced with enthusiasm and conviction.

So, don’t make the mistake of relying solely on numbers. Logic will take you far, but emotions will get you to the heart of your audience.