Carl Galletti Internet Marketing Super Conference Photos

?Most of us, in our civilized society, rely too heavily on reasoning capacity to make things happen. We?ve been raised to believe that logic will prevail. Logic, in and of itself, will rarely influence people. Most often logic doesn?t work.?
- Herb Cohen, You Can Negotiate Anything

Perfect example: After the U.S. presidential election debate last night, the first news story out was an instant ABC News poll report. A large variety of Bush supporters said that Kerry won the debate (logic) but they were still voting for Bush (something else).

Bush may win the election, or Kerry may win… but what’s important here is the “something else” that kept Bush supporters with Bush, all the while admitting that Kerry demonstrated superior logic.

So what is that ?something else?? It?s the very heart and soul of copy that moves people to take action. It?s ?

… emotional connection and appeal, which occur, by the way, in your unconscious mind.

A quick dramatic example to instantly illustrate this truth:

Remember the movie A Beautiful Mind, where the Russell Crowe character makes a perfectly logical proposition to a college girl in a bar… and gets slapped?

There you have the limitations of logic in reality, with all its blazing glory.

Now… it’s uncomfortable for some of us to deal with the fact that, at the end of the day…

… we are not controlled by nobler (i.e. thinking, refined) aspects of mind….

.. but by those “baser” desires and impulses, from our emotional selves.

However… and what I’m about to say is crucially important… every successful copywriter knows this.

When you have to make something work, you lead with a believable yet intense emotional appeal, and then you make your logical case to justify the impression you’ve made on your prospect’s emotions… to keep the effects of all the good work your hot copy has done, from slipping away.

Negotiations master Herb Cohen says that before logic comes into your message, your listeners (or readers) need to…

* understand what you’re saying

* be convinced of what you’re saying by overwhelmeing, indisputable proof, and

* believe that what you are offering them will meet their needs

Next time you need to make something happen with your copy, think about that.

David Garfinkel is one of the best copywriters on the internet and was a speaker at Armand Morin’s Big Seminar Series and Carl Galletti’s Internet Marketing Super Conference. You can learn more about his books and training courses by clicking the links below.

David Garfinkel is founder of the World Copywriting institute and is considered by many people to be the best teacher of copywriting in the world. The stated mission of the World Copywriting Institute is to ?eradicate copywriting illiteracy in the world.? Jay Conrad Levinson, author of the world?s best selling series of marketing books, Guerrilla Marketing, says, ?David Garfinkel is the best copywriter I know.? Sign up for David?s free World Copywriting Newsletter. and you get a free one-hour downloadable teleseminar on copywriting. Also visit David?s World Copywriting Blog:

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