subject: What's Better - Emotion or Logic in Sales Copy? [print this page] What's Better - Emotion or Logic in Sales Copy?
Emotionally charged sales copy that gets the prospect excited and primed for buying is a powerful way to generate sales.
But what about building your argument around facts, specifications and case studies so your prospects come to a logical decision? Will it reduce response?
Which one works better?
Actually 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 by facts (that's where logic comes in).
I look at it like Ying/Yang. One cannot live in harmony without the other one.
Anyway that's the way I've observed my own buying habits. I like products that turn me on emotionally but won't buy until I know the facts about it.
In other words, I buy emotionally, but justify it with logic. At least I do when selling my wife on what I want to buy!
"You see darling, the new Audi A8L is safer. And here are the crash tests. See for yourself. You deserve to ride in the safest car on the road!".
In the meantime I'm salivating at the prospect of driving a sexy new Audi A8L... see what I mean?
So when you're creating your sales copy, get your prospects excited! But, give them every logical justification for buying too!
Satisfy them emotionally and logically. Be in harmony with your buyers. No one is 100% emotional and no one is 100% logical all the time.
You have to understand human nature is a little of both.
Put both sides to work for you and make more sales.
David Vallieres, a former non-profit executive, quit public service and started an online business. In February of 2005 he formed InfoProductLab LLC, an information company. He has gone on to make over $1.2 Million selling information online. Get his free book, "My Blueprint for Making $1 Million (Or More) Online" by visiting his website at http://Thinkandsucceed.com
