Smart Insights: How to use emotion and logic in your marketing messages

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 two halves: the left side of the brain is rational, considered and thoughtful, the right is creative, intuitive and spontaneous. To really get someone on board with your brand, you need to appeal to both sides of their nature. In short, you need messages that tick their emotional and logical boxes.

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