Learn to present solutions that combine logical evidence with emotional impact, creating compelling recommendations that influence executive decision-making.
This is Lesson 10 of The English Farm's Professional English Courses presentation series.
Look at the following three solution examples. The first one appeals to the head. The second appeals to the heart. The third appeals to both the head and heart. Why?
Understanding these different appeals is crucial when you learn professional English for executive-level presentations.
- “The AI system will cut patient wait times by 27% and save about $3.2M each year by improving scheduling.”
- "No one should wait weeks for care. This solution ensures patients feel seen and prioritized—exactly when they need it most."
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“By reducing delays by more than 25%, we save millions and give patients back more time with their loved ones.”
Discuss the following questions with your teacher. Use your experiences to help you think about these questions.
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Which of these three is most likely to stick with an executive decision-maker?
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Why is it important to balance both kinds of appeal in a consulting presentation?
Look at the following table with your teacher. Do you see a difference between the three?
| Type of Appeal | Purpose | Language Features | Useful Phrases | Example Statement |
|---|---|---|---|---|
| Head (Rational) | Show logic, evidence, ROI | Data, cause-effect, modals for certainty | “This will lead to…”, “The data shows…”, “We estimate…”, “It’s projected that…” | “The new workflow reduces task time by 33%, saving $1.2M annually.” |
| Heart (Emotional) | Build empathy, purpose, values | Emotion, intention, outcome for people | “This ensures that…”, “So that people feel…”, “At the core, this is about…” | “This ensures patients feel prioritized and cared for when it matters most.” |
| Balanced | Combine logic + purpose | Blend of data + people impact | “Beyond the numbers…”, “This means… for both the business and the people.”, “It’s not just efficient—it’s meaningful.” | “By reducing wait times and improving efficiency, we help patients access care faster—without adding cost.” |
When you want to create a solution that appeals to both the head and the heart, think of the following points and then connect them together into one sentence.
| Step | Your Notes |
|---|---|
| 1. What’s the business point you want to make? | (e.g., We need to invest in customer onboarding tools) |
| 2. HEAD – What’s the data or logic behind it? | (e.g., Cuts onboarding time by 40%) |
| 3. HEART – Why does this matter to people? | (e.g., Employees feel less overwhelmed) |
| 4. CONNECT – Combine both in one compelling sentence. | (e.g., By reducing onboarding time, we not only save resources—we give employees a better start.) |
These professional English techniques help you craft messages that resonate with both analytical and emotional decision-makers.
Your teacher will give you a scenario. Practice using the steps above to create a solution that appeals to both the head and the heart.
Return to the graph from the last lesson. Present the following in a way that appeals to both the head and the heart. Apply these professional English skills to transform data into compelling business narratives.
The business point you want to make:
1) We improved customer satisfaction.
2) We made the process faster and more efficient.
You can now present solutions that combine logical evidence with emotional impact. These Professional English Course skills will make your recommendations irresistible to executive decision-makers who need both data and meaning to act.
Choosing language that reflects both a rational and empathetic approach is an important consideration when presenting. Have a look over past slide decks and presentations and take stock. How might you rewrite and revise them to strike this balance between the head and the heart?