Dr. Michael Hurd says, “People say this all the time: ‘I know, intellectually, that such-and-such is true. But I don’t feel it.’

The next question is usually, ‘How can I make myself feel it?’

This is what reasonable people often expect a psychotherapist to do for them.

Unfortunately, it doesn’t quite work that way. The first thing to do when you notice a conflict between your intellect and your emotions is ask, ‘What, precisely, do I feel?’ Lower all inhibitions and be brutally honest with yourself. Because what you feel is what you truly, really think.”

The Wizard of Ads says, “Win the heart and the mind will follow. Because the mind will happily create logic to justify what the heart has already decided.”

In other words, if the customer likes you better than they like your competitors, they will find their own logic to justify why buying from you is the right thing to do.