Every purchase starts with a feeling. Our brains use emotion to choose, then logic to explain that choice. If we tap into emotions first, customers stay engaged—and then the facts seal the deal.
Key Insight
Buyers often decide with their hearts and then look for logical reasons to support their choice.
How It Works
1. Emotional Trigger
• A homeowner remembers a cold draft waking them at night. They instantly want a solution that feels warm and safe.
2. Logical Justification
• After they feel the need, they ask, “What is the U-value?” or “What colours are available?” These facts help them feel sure.
Window & Door Examples
• Sales: Start by asking, “How important is a cozy, draft-free home to you?” Let their answer guide you. Then show them energy ratings.
• Marketing: Use an image of a child reading by a sunny window and caption, “Feel the comfort—save 15% on energy.”
• Branding: Create a tagline like, “Feel Warmth. See Savings.” That pairs emotion (warmth) with logic (savings).
Why It Matters
When we lead with emotion, our facts feel like a natural next step. Customers stay interested instead of dropping off when faced with numbers too soon.
Conclusion
By crafting messages in two steps—first emotion, then logic—you speak both to the heart and the mind. This balanced approach makes your windows and doors both desirable and sensible.