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Analytical Sales Copy Vs Visual Copywriting?

by 247Copywriter
10 replies
As a general rule, people fall into two camps. Disagree if you wish. I'm just thinking out loud here...

Some people look at the world around them very analytically. These are word people. They see a problem for example and think of how to solve the problem with word choices only. Arguments for and against. And they write their sales copy accordingly.

Then you've got the second camp...

People who rather than using the analytical part of their mind... use visuals instead to relate to the world around them.

Presented with a problem, they see in their minds eye a visual portrait of the perfect outcome. These copywriters often paint with words. They create visuals in the mindset of the target audience - the perfect outcome for them.

What are the pro's and con's to both approaches when it comes to copywriting?

Do you feel one approach has a better effect over the other? Or...

A combination / mix of both?

Please feel welcome to discuss below...
#analytical #analytical copywriting #analytical sales copy #copy #copywriting #painting with words #sales #sales copy #visual #visual copywriting
  • Profile picture of the author Alex Cohen
    It's a rare person who buys on logic only. There are a lot of people who think they do, but they really don't.

    Even people who know this stuff, buy on emotion and justify their decision with logic.

    It's human nature.

    Alex
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  • Profile picture of the author TheOcarlsen
    It´s all emotions.

    But... logic thoughts, senses, sounds, smells etc. create them.

    Reading someones copy you might think:

    "It seems likely to me that I will improve my chances of X because of Y"

    Which appears to you as an opinion... something you "create" in your mind.

    But what you don´t realize is that these "mental words" will trigger a million small processes in the brain that causes it to go into the chamber of memory (sub-conscious mind). Which again will break down all information, look at it from all known (experienced) angles and attempt to re-connect or re-create it into a "new experience". Which is the true basis of the creation of an opinion.

    If I told you that a salescopy needs to be more than one word long you would reply "duh!". If I told a young child they would not recognize or understand what I was talking about at all.

    ...because they lack the experience to create an opinion about it.

    You already know that you desire X, but it is your emotion / experience of Y that determines what seems "logical" or not. If the brain can connect these two, whereas both "vibrate" (a little bit hard to explain) on the same wavelenght. It will appear as.... a logical connection.

    Which will make you feel good about it

    ...because it will "seem right". It will make you get to a result that is based on two "alike elements".

    So... if your words, copy, voice whatever "vibrate" with the thoughts, senses and experiences the person that is reading has had so far in his life, you will create good emotions. Or... A reason to believe.

    You make someone believe and your words lead the way to the action.

    Some writers are better at recognizing and "fine-tuning" to these trigger points than others, that´s all.

    When all comes to all...

    All roads lead to rome. All mixture of thoughts lead to emotions.
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  • Profile picture of the author TheOcarlsen
    Oh.. btw...

    That was a response to the sentence: "Some people look at the world around them very analytically.".

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    • Profile picture of the author Jess Alexander
      Sometimes I think about "stroking" a reader's logic. Making them feel good about seeing the light. Logic and the survival instinct are closely interwoven.

      We often think we are being logical when we are being the most emotional. I think of logic and emotion as so interwoven as to be often nearly indistinguishable. How many times have you persisted in arguing a foolish point when you were convinced it was obvious and logical?

      So many times what people call logic is in fact a kind of desperate need to feel in the right. Or at least look that way to others.

      So I try to remember that logical reasoning is always, always, tied up in emotion. And that the drive for success is so closely and utterly tied up in the survival instinct.

      "The answer to your burning need is truly just around the corner. Follow that light."
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      • Profile picture of the author Pusateri
        One more vote for emotion.

        On the deepest level I don't think any decision truly analytical. The copywriter may provide facts and logical justification, but isn't the action on the part of the 'analytical' person triggered by the good feelings generated in him when he imagines the result of taking that 'logical' action?
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  • Profile picture of the author JWatson
    Logic only.

    No, wait, that's for the Vulcan segment :p (sorry)

    It is an interesting question, particularly when overlaid with thinking about processing modalities.

    Some people do tend to think primarily in words/concepts while others rely more on images. But I think that is a different dimension from logic vs emotion.

    Still I think effective sales copy has to combine both logic and emotions.

    My guess is that the mix might vary depending on the market...e.g. women's fashion might be much more of an emotional sell than selling class 6 flash memory.

    Watson
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    • Profile picture of the author 247Copywriter
      With the exception of JWatson above... it's interesting to note how many of you so far, are so analytical in your perception of the world around you.

      No criticism intended.

      Thank you for the replies. Most helpful.
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      • Profile picture of the author Jess Alexander
        I am curious, Sally, will you give examples of what you would consider analytical copy and visual copy?
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      • Profile picture of the author methomas
        Originally Posted by 247Copywriter View Post

        With the exception of JWatson above... it's interesting to note how many of you so far, are so analytical in your perception of the world around you.

        No criticism intended.

        Thank you for the replies. Most helpful.
        That's just the difference in left and right brain thinking...

        and the gals have an advantage as they have many more physical connections between the brain halves than men, who seem to stay on the left side most of the time.

        M E
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      • Profile picture of the author TheOcarlsen
        Originally Posted by 247Copywriter View Post

        With the exception of JWatson above... it's interesting to note how many of you so far, are so analytical in your perception of the world around you.

        No criticism intended.

        Thank you for the replies. Most helpful.

        Haha, good point. It actually nails it. We can be because we can define a certain still-frame tho... there are no future elements in the equation.

        The future or the outcome of an action on the other hand can not be directly viewed and therefore is something you must "feel on".
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