How do you target your prospects? Do you try to use logic with them or do you try to appeal to their emotions? If you listen to any good copywriter, it’s all about appealing to the emotions. But does that mean that they’re right? As a copywriter myself, I admit that I try to appeal to my prospect’s emotions. But is that the only way? This article is going to kind of play devil’s advocate on this topic and hopefully get you to think about how you want to target YOUR prospects.

Let’s take the emotional aspect of sales first. What triggers emotions in the first place? Well, I can’t speak for others, but I know that when I see a sales page that says to me, “This system will make you $3,000 monthly on autopilot” my emotions are pretty stirred up. I immediately get thoughts of just buying this product, plugging it in and suddenly seeing those $3,000 payments coming into my PayPal account. I mean after all, if the sales page says it’s so, it has to be true. Right?

Now let’s take the logical aspect of sales. In order to be able to use logic, you have to have some kind of prior experience or knowledge because logic is based on fact and not on the emotions. So let’s take that same sales page that promises an autopilot system that’s going to bring us in $3,000 each month. For somebody who has been through it all, knows from past experience that it isn’t that easy, he’s going to look at this sales page with a more rational and logical approach. He’s going to look for the specifics of the system to see if it sounds plausible. He won’t buy on emotions.

Trust me, you’re going to run into each type when it comes to promoting your product or service. The question is, which type will you run into more? That will depend on the product you’re selling and who you’re selling it to. If it’s a product targeted to new people, then emotion will probably win out. If it’s a product targeted to those who have been at this a while and know all the tricks, then they will probably look for more substance and use logic instead. At least they will use more logic.

So when deciding how you’re going to promote your product, whether through emotions or through logic, you first need to know who you’re selling to.

Yeah, it’s really THAT simple.

To YOUR Success,

Steven Wagenheim

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