Emotion Verses Logic In Sales Copy, Which Makes More Sales?
What’s better? Emotion or logic in sales copy?
Emotionally charged sales copy that gets the prospect excited and primed for buying?
Or… building your argument around facts, specifications and case studies so they can come to a ‘logical’ decision?
I don’t think it’s a question of one verses the other…
For example, I’ve always thought of the way I would like to be sold as a basis for my sales copy.
So I think about how *I* buy things. Yes, emotion plays in these neighborhoods. I want something that will make me excited to buy it. Even if it’s a relatively mundane item. I want nicely designed packaging, a promise it will do the job, and a fair price (but not cheap- because I don’t trust anything cheap. Do you?).
Then I want supporting facts. OK, this product is what I want, but what are the facts? What specifications can you give me?
If I was buying a car (which I’ve been looking into lately) I’d want to know it’s repair history (if used) or it’s reliability over time as a model (if new). I’d want to know gas mileage, annual estimated repair/maintenance costs, resale value, etc…
Then I would make a decision — most likely a decision -with emotional influences to be sure, BUT supported
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