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 by FACTS (the logic).

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’ 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 I ’sell’ my wife on what I want to buy
“You see darling, the new BMW 520i is *safer*. And here are the crash tests. See for yourself honey. You deserve to ride in the *safest* car on the road.”…etc…

In the meantime I’m salvating at the prospect of driving a sexy new BMW.. see what I mean?

So when you’re creating your sales copy, get your prospects excited! But!! Give them every LOGICAL justification for buying.

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.