Making the Connection

Which is better? To connect to the audience rationally, or connect emotionally?

Rational: Explain the benefits and features, and customers can have a rational reason to buy. But they are also asking, "Why now?"

Emotional: Establish an emotional connection that leads to trust, and customers are moved to buy. They are asking, "Why not now?"

People want to be moved. They want to know they are making the right decision. But what makes the decision right is confidence, not information. If they don't feel they are making the right decision, it doesn't matter what the information says. They are not likely to choose it.