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Earth Day featured multiple marches across the country, protesting the anticipated cuts in federal dollars to science.

An interview with one scientist hit the proverbial nail on the head. He said marches, protests, and similar won’t do anything, i.e. it’s preaching to the choir. He went on to say presenting facts (about why (fact-based) science is valid and necessary) doesn’t change feelings, because it’s just facts.

This is Sales 101, people buy with emotion and back it up with logic. Telling someone against science it’s a great investment because it helps mankind means nothing. Asking them if they’re happy their mother is alive after being saved from cancer by a targeted chemo not available 10 years ago creates an emotional pull.

It’s what we should do more often. Reduce the facts and fire up the emotions, then use the facts to support the emotional decision.

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