Regardless of all the data analysis and awesome research you may have done, your customer’s decision to buy (and yours for that matter) is almost always influenced by the more primal areas of the brain, and less by what makes us so smart.

Don't believe us? Stop into Starbucks.

People don’t buy for logical reasons. They buy for emotional reasons.

Now we love Starbucks, but at it's core it's just overpriced coffee and baked goods. Blind taste-tests prove that the average American prefers McDonald’s coffee over Starbucks. But we, and zillions of others like us, buy it because the entire Starbucks experience satisfies a deep emotional need.


So why does this matter? Factual advertising educates customers. Emotional advertising makes them buy.