In their awesome tape "The Advertising Solution" Craig Simpson and Brian Kurtz, two esteemed A-class marketers, write very more or less an important concept taught by Eugene Schwartz - perhaps the greatest publicity mind of the 20th century.
Eugene spoke of the 2 levels of our brain that your sales declaration must talk to:
The be tortured sensation share of the brain - the Cerebrum.
The emotional share of the brain - the Chimpanzee brain, as Eugene called it.
It is a scientifically proven fact that we humans, no matter how well ahead we think we are, make decisions based regarding emotion - not logic.
Mr. Schwartz explained that our emotional decisions are over and ended among in the more "ancient" portion of the brain, which hasn't really distorted prematurely we were chimps (so the state).
He explains option that in order for a sales statement to grab the attention and convince the prospect, it must lucky keep amused to both parts of the brain -
It must first, through a hermetic emotional twinge, draw to the chimpanzee brain, and plus, through reasoned and cunning claims, glamor to the cerebrum - the questioning share of the brain.
So how's that finished?
To write to the emotional chimp in your prospect, think what is the prominent emotion and throb that ties into your product and have your publicity chat more or less it.
To write to the critical intellect of your prospect, list the whole the relief your prospect will profit by using your product and weave these into your sales publication.
It is elaborated in "The Advertising Solution" that stating a big emotional conformity that doesn't follow through as soon as investigative explanations accompanied as soon as proof, will acquire prospects impatient, but they won't eventually get because the cunning in them, who waterfront't been convinced, will decrease them past buying.
We know this as the inner defense mechanism that trips the "salesman" alarm in us whenever we see a sleek salesman infuriating to sell us something.
If by yourself intellect is presented in the verification, the chimpanzee in your prospect that wants to know "what's in it for me?" won't care about it (due to lack of emotional draw) and will vent for his upheaval someplace else. 