It's important to remember that your Sales and Marketing must appeal to both the EMOTIONS and the LOGIC of your customers. No exceptions! Research has shown that customers make decisions based on a combination of both.

Having said that, studies have found that emotional campaigns outperform rational campaigns by almost 2 to 1 and that emotional factors also play a significant role in driving customer loyalty and recommendations. However, it's also important to note that customers who make purchases based solely on emotions are far more likely to be disappointed later on. So… It's essential to strike a balance between emotional appeals and logical factors in your messaging.

And the idea isn’t to use logic and emotion as separate tools. Like once you satisfy some made-up, minimum requirement of logic, it’s all emotions from there on out. Nope, to the contrary, the objective is to seamlessly integrate both throughout your efforts in a natural and authentic way.

Using only logic in your messaging, for instance, can come across as cold and unfeeling, while relying solely on emotions can be seen as manipulative and lacking substance. For example, a market update video that focuses solely on presenting facts and stats is less likely to prompt action compared to one that incorporates a bit of emotion.

Remember, it's never just one or the other - it's gotta be both!