- They will be motivated by both logic (that's mind; if...then thinking) and emotion (heart and gut thinking);
- You need to understand their version of both for this situation;
- Do this by 'becoming them';
- Ask: if I were them (not me), what would cause me to be influenced to freeze my rent/give me a pay increase/lend me their new digital camera...;
- Influencing from their standpoint is straightforward;
- Influencing from our standpoint is hard.
- Bonus: my book: Have It Your Way.