---
title: "Emotion, logic and urgency"
description: "The three psychological ingredients that must be present for a sale."
canonical: https://tomsharman.com/bookshelf/scorecard-marketing/emotion-logic-and-urgency/
updated: 2026-11-03
---

# Emotion, logic and urgency

> The three psychological ingredients that must be present for a sale.

Daniel Priestley and Glen Carlson's framework, from Scorecard Marketing, pp. 18 to 46.

Framework 1 of 7 from [Scorecard Marketing](https://tomsharman.com/bookshelf/scorecard-marketing/index.md) by Daniel Priestley and Glen Carlson. Category: Offers and pricing.

## The steps

1. **Emotion.** The buyer feels respected, understood and trusting, and sees an emotional pay-off.
2. **Logic.** The buyer sees the practical case: return on investment, cost-benefit or a comparison with alternatives.
3. **Urgency.** The buyer feels a cost of inaction, such as missing out, a higher price or lost availability.

## Where it comes from

From chapter: PART ONE The Philosophy Of Generating Warm Leads, pp. 18–46

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/emotion-logic-and-urgency.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/emotion-logic-and-urgency-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/emotion-logic-and-urgency.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/scorecard-marketing/emotion-logic-and-urgency-dark.png