This has been used for some time in sales training. The idea is that people want something because of emotion, but make their buying decision based on logic.

This has been used for some time in sales training. The idea is that people want something because of emotion, but make their buying decision based on logic. They call it ERBN (Emotional Reasons to Buy Now) and LRBN (Logical Reasons to Buy Now). Without ERBN, there is not enough reason to proceed. But you must also provide the buyer with enough data to flip his LRBN. This site has a better explanation and a graphic: http://www.deankennedy.com/blog/copy-tip-26-persuasive-sales-factors/ http://www.deankennedy.com/blog/copy-tip-26-persuasive-sales...