The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.

Donald Caine, Neurologist

The key to all successful marketing is answering the big question in your potential customers mind: “if I buy this, will I get what I want?”

We need to be clear that what they REALLY want is to FEEL the emotion they are hoping for. If you can deliver that, and can convince people that you can, you will be guaranteed customers and success, because emotion leads to action.

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