Emotional arguments vs rational arguments

I believe both emotional and rational arguments play an important part in copy writing, they both have an specific function and can be used in different steps of the buying process.

Emotional Arguments: Here we focus on aspects of marketing happiness. It is about reaching the heart of customers beyond convincing with more quantitative aspects.

Rational arguments: in this case the sales pitch is based on aspects of price and functionality. We appeal to logic and common sense.
To draw attention to make use of emotional arguments
People on average have an average attention getting smaller. Do not expect someone to give you their time if you release a business speech by telling them all the advantages that your product brings you.

You need an emotional hook because we let ourselves be seduced by what makes us feel good. Therefore in a first stage sale is better to generate emotions because we want to connect with our audience.


To close the sale focus on rational arguments
Once we are in the purchasing phase of a more rational argument can be a decisive factor to take the step.


Other rational arguments can be price (offers, savings compared to the competition that also offers), delivery time, guarantees, etc.

A good recipe is to combine rational arguments with emotional arguments. It is important to start with the latter to get attention. Once the user considers the purchase, it is necessary to provide strong reasons for the decision to be perceived as logical.