Lie: People are rational.
It’s hard to believe many still suffer from this delusion.
We are loaded with emotions and it’s emotion that drives almost all buying decisions.
Do you buy a Mac for rational reasons? You don’t. Though you will have rational justifications for doing so.
Does someone having a midlife crisis buy a sports car for rational reasons? Absolutely not.
So the best marketing always engages us emotionally.
The best brands engage us emotionally. After all a brand is what we experience from it.
Run a critical eye over your marketing. Is it too rational? If it is your missing out on a ton of sales.
If you can’t tell then send me a copy and I’ll give you a honest appraisal.