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Emotion + Logic = Action

It is well known that people buy with their emotions then justify their decisions with logic. This is not just a female trait, but a universal human trait. Just as I love a new purse because of it’s simple beauty, I can justify the buy because it is considered an ergonomic bag and comfortable to carry. In turn, my husband can long for a new cell phone and justify the expense because its utilities will come in useful for work.

When I produce copywriting for a new website design, brochure design, or sell sheet, or scriptwriting for a corporate video or television commercial, I take both emotion and logic into account in order to capture reader or viewer interest and persuade them to take action… most notably buy! To do so, I must have a good understanding of the target audience, what’s most important to them, and what emotions and thoughts are associated with a given need or want. The psychology and sociology behind advertising copywriting is something that has always fascinated me. What challenges me is to craft our language in such a way that the take-home message strikes a chord in even the biggest critic. Come to think of it emotion and logic are behind the work I do on a daily basis.

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Entry by: laura

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