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We’re not as rational as we think we are.

Rationality is an after the fact justification for what we do.

Our brains are fascinating, but they don’t always give us the true picture.

The reality is we are ruled by emotion.

Very little of what we do is carefully considered and there’s a good reason for that.

Our brain wouldn’t cope.

It uses a ton of energy and if you had to rationally consider everything, you’d be exhausted all the time.

Think about it.

Do we carefully consider the policies of a politician before voting for them?

Of course not. We decide if we like them. If they share out identity and beliefs and that’s how we cast our vote.

Sure, we’ll have a rational explanation for why we did but it was an emotion led decision.

But there’s an important thing to understand. We think we’re rational.

And this can lead marketers to make huge mistakes in their marketing.

Specifically, presenting a rational case to buy our thing.

Stop that, it’s losing you sales.

Have reasons people can use to justify their purchase. But hook them emotionally first.

Here’s an example.

Let’s say you’re looking for a new accountant.

They could try and impress you with their knowledge of the tax law and their qualifications but that won’t cut it.

What might is this.

If you’re on the top tax rate, you’re paying too much tax. Does it really make sense to give the Government more money when you know they’ll only waste it?

That’s an emotional hook that speaks to the desire to pay less tax.

So, how’s your marketing?

If it’s rationally led, then stop that right now.

It must be emotion first, rationality second.