Chapter 3

To successfully take people through a whole buying decision, you need to find the right balance between satisfying their emotional and logical needs. The human brain has been described as responding in two ways, the instinctive (fast and emotional) and the intellectual (slow and logical). To really get someone on board, you need to appeal to both modes of thinking. In short, you need marketing messages that tick their emotional and logical boxes. Critically, there’s a specific order in which this is most effective.