Big Ideas and Useful Emotions

November 5, 2012 in Briefs

A “big idea” in marketing will drive the prospect toward a foregone conclusion by stimulating a useful emotion. By useful, I mean useful to the marketer.
A useful emotion is one that makes the prospect want the product.
Many copywriters miss this point.
They feel that evoking any strong emotion in the lead is their job. But if that emotion is not conducive to selling the product, they’ve made their job more difficult.

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