When we focus on feeling, we also have more control. The target might translate an attribute into a feeling other than the one we want to offer as a reward. Choosing a product with the attribute of “low fat” can translate into feeling healthy, feeling sexy, or feeling like a good parent.
When we craft our persuasion, we can pick the feeling that is the most powerful reward to associate with that choice. When we do the translation from attribute into feeling, we gain precision.
Ease in finding a job or a higher salary are attributes that might serve as rewards if we are trying to get our teen to stay in school. Our pitch will be more persuasive if we ladder those attributes up to a feeling.
When we focus on feeling, we not only translate a rational reward into an emotional reward, we also translate a delayed and uncertain reward into one that is more immediate and certain. This is critical because, as we saw, actions that are good for us often have delayed and uncertain rewards.