Marketing is about making connections.
Studies have shown that most people make purchase decisions emotionally and then sometimes rationalize those emotional decisions with facts.
So it stands to reason that if you are a marketer or a salesperson and you can get your target audience to respond emotionally to your message -- you make them laugh, or cry, or feel nostalgic -- then you have a better chance of making that connection.
It seems to me that a good strategy is to have a message that communicates the emotional impact and benefits of the product or service but with enough details that the potential customer is able to act on the purchase decision and enough facts for them to justify it.
Some other posts to my blog that you might enjoy:
Read the Label: Pay Attention to the Subject of Your Messages
Could I have a few moments of your time?
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