Leverage the Power of Emotional Copy—Science Says Feelings, Not Facts, Motivate Action

Scroll through any local business ad, and you’ll notice the same clichés: 'quality service,' 'affordable prices,' 'over 20 years of experience.' These logical claims seem rational but do little to inspire action. Science tells us otherwise—emotions, not logic, drive most purchasing decisions. Only afterward do people justify with facts.

Consider a parent searching for a new day-care. She’s not persuaded by staff-to-child ratios or the curriculum alone. What sways her is seeing the warmth between teachers and kids or reading testimonials from parents whose shy child now lights up at drop-off. The feeling of safety, relief, or pride carries the greatest weight.

Effective marketing copy speaks to the heart before the head, pushing emotional 'hot buttons' such as fear, pride, love, or relief. It’s not about persuading with technical detail, but with promises and stories that stir genuine feelings. Once emotional resonance is established, customers are much more likely to notice, remember, and act.

Pick the next piece of communication—a headline, email, or post—that you need to send out. Instead of rattling off facts, focus on how your service actually changes how people feel or what pain it relieves. Write a sentence that aims for the heart, not the brain, then read it aloud to someone you trust—ask them if they feel something. If not, rewrite and strip away the generic fluff. Put the best version to work, and watch for a stronger response than ever.