When providing a rational argument along with an emotional connection, effective marketing communications can create a strong impact and make the audience more likely to remember the product or service being advertised.
It's as if the logical argument for a consumer's decision is their conscience speaking. This is the voice that is heard, and the emotional need is the silent influencer.
Appealing to both the head (logic, reasoning, and practicality) and the heart (emotion, feelings, and desires) is the most effective way of engaging and persuading the target audience, but when and how much?
By presenting logical arguments and evidence to support the claims made in the advertisement, advertisers can help consumers feel more confident in their decision to purchase the product.
People need to justify their decisions by providing logical arguments because doing so helps to ensure that their decisions are well-considered, sound, and defensible. There are several reasons why justifying decisions with logical arguments is important:
It shows that the decision is based on reason and evidence: Logical arguments provide a clear and rational basis for decisions, which can help to demonstrate that the decision is based on sound reasoning and supported by relevant evidence.
It helps to address potential objections: By providing logical arguments, decision-makers can anticipate potential objections to their decision and address them in a clear and reasoned way.
It enhances credibility: When decision-makers provide logical arguments to support their decisions, they demonstrate their competence and expertise, which can enhance their credibility with others.
It encourages critical thinking: By encouraging decision-makers to provide logical arguments, the decision-making process becomes more reflective and critical, which can help to identify potential flaws or weaknesses in the decision.
It facilitates communication and understanding: Logical arguments provide a common language and framework for discussing and understanding decisions, which can help to facilitate communication and collaboration among decision-makers and stakeholders.
Providing logical arguments to justify decisions is important because it helps to ensure that decisions are based on sound reasoning, supported by evidence, and most importantly, defensible to others.
REASON IS, AND OUGHT ONLY TO BE THE SLAVE OF THE PASSIONS, AND CAN NEVER PRETEND TO ANY OTHER OFFICE THAN TO SERVE AND OBEY THEM.'
- David Hume 1739
David Hume was an 18th-century philosopher who believed that reason alone cannot motivate us to act. He argued that our desires and emotions ultimately determine our actions, and reason simply serves to help us achieve those desires.
In his famous statement, Hume is saying that reason should always be subservient to our passions or desires. In other words, reason should only be used to help us achieve what we want, rather than to dictate what we should want or value.
Hume believed that people do not act based on reason alone, but rather on their passions and emotions. He thought that our emotions are the primary drivers of our behaviour, and that reason is only used to help us achieve our emotional goals.
Therefore, reason cannot tell us what to desire, but it can help us achieve what we already desire. It is only a tool to serve our passions, not a guide for them.
In the context of marketing communications, this statement suggests that emotions and desires are the primary motivators for consumer behaviour, and logical arguments should only be used to support or reinforce these emotional motivations.
In summary, by helping customers justify their decisions with logical arguments while appealing to their emotional needs are two keys to persuasive marketing communications. They help attract interest while avoiding criticism, ensure consistency, and enhances accountability.
By providing a clear message that appeals to both the 'head and the heart', you can increase the likelihood that others will support and respect your clients' decisions as well.
Alan Macdonald