Intellect Vs Emotion...Which Will You Use?

You see countless examples of copy across all mediums, not just on the internet
where the author tries to persuade and influence using intellect rather than emotion.

Intellect should be used to reinforce, not be the main component of the
copy. Otherwise you feel like you're reading a stats or reference book!

Even the most well constructed intellectual copy won't have the same
effect and success as one based on emotion. That's why they teach you
to write at Grade 9 level or lower, because you're targeting emotion
not intellect. (For the record, this was written at Grade 4 level)

How often do you make a decision because you have a gut feeling
or because it just feels right? That´s your emotion taking charge.
And then your intellect comes into play to justify the decision you´ve made.

So when writing sales copy, you need to win their heart first and then
their mind will follow.

Learn to use verbs as much as possible rather than just filling your copy
with adjectives.

Sure, descriptive words can paint a great picture, but
doing words place your subject directly in that picture making the
experience much more personal and the message so much more powerful.

Do you want to hear about all the technical components and specifications
of a car? Or would you rather hear how you'll turn heads when you drive
down the street, the wind through your hair as you cruise the freeway
with the top down?

Even those who love the technical aspect of cars will be more inclined to
take action when the see themselves in the picture.

So when it comes to potential customers, you can either talk to their
mind or more importantly, talk to their heart.

Intellect Vs Emotion...which will you use?