Copywriting.org Interviews Ben Gallagher

1. Who the audience is 2. What outcome do they want 3. How does the thing work that gets them the outcome. The offer build itself, here’s how: Sell to emotions, justify with logic. They buy with emotions and justify with logic. I’ve seen this tossed around a lot over the years, but what I haven’t seen is anyone really explain how this works, especially the part about emotions, and even less so about core market emotions. It seems to be brushed over more often than not, my guess is because people that talk about emotions don’t really understand how they work beyond surface-level definitions. So this post is about that with a twist, and that twist is to go from emotions of customers to emotions of markets as a whole, and how to sell to core market emotions. Before we start, we need to talk about something, and that something is what copywriting, marketing, conversions, messaging etc is… …It’s nothing more than change work.