Emotional Copywriting VS Logical Copywriting
It’s an ongoing question in the minds of some clients, even though it’s so obvious to we copywriters …
“Is it better to sell something, with an emotional hook or a logical one?” Hummm …
There has been so much research done on this subject and every great copywriter I know of understands that emotion is what stirs a prospect’s buying mode.
It’s been said more than a few times in marketing circles that most of us buy something, based on emotion and justify it with logic.
This is easy to see in consumer advertising/marketing, but some disputes arise in B2B marketing.
I think it makes total sense that a buyer at Macy’s will view a business purchase differently than if she were buying a new pair of shoes for herself.
Buying for the store, she has to get the best deals possible, in order to stay within her pre-determined budget. And to impress her boss and possibly even get a promotion.
The facts play a greater role in B2B marketing, so when selling something from one business to another, the hard facts, the numbers and the features are stressed more.
But, I heard an emotion in there, did you? The Macy’s buyer still wants to impress her boss. So, that very strong emotion could absolutely be explored.
So, maybe we could say that we could still lead with an emotional hook and further elaborate with facts and figures … justifying the reasons to purchase.
I think that most products and services that are sold, whether to consumers or to businesses, are pretty much the same (except for an occasional scam or dud).
So if that’s true, why should a business decision be based strictly on logic? Because, all things being equal, what difference does it make if Ms. Buyer buys from Company A or Company B?
I suggest that the winner will be the smart marketer, who found a way to touch her heart … just for a moment … enough to get her attention.
Then, just because you say so will be enough to help her decide to buy from you and not from all the other good folks, selling the same things … maybe even a little better!
For any business owner reading this, PLEASE understand that effective copywriting must always touch the heart first … especially when selling to consumers …
and, as you can see, it should probably even be “magically” employed when selling to other businesses, too.
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