Harp on emotional benefits rather than logic when promoting your products/brand.

Ateneo Professor on Entrepreneurship

Repost from Entrepreneur.com by Jim Joseph | July 5, 2013

I always have emphasized in my lectures on entrepreneurship that there are the two sides of entrepreneurship:  the logic and the magic.

And when promoting the product, we talk about the magic rather than logic.  And the magic refers t emotional benefits.  Of course, value is about meeting a need which by in self is emotional.  Less on the logic.  A customer buys a car not because of its fuel economy of its technology, or its power, power to weight ratio, or hp or torque but the fact that the car represents mobility of the family, it get the family to its country home or its week end escapade.

The next time you are going to write on the copy or brochure of your product;  think again;  you must be feeling rather than thinking about your product.

Go for the feeling rather than the thinking/logic