Last time we talked about how we react emotionally.  Today we need to follow up and realize that after we make an emotional decision, we seek ways to justify that decision.

When you make a decision based on emotion, then try to justify it with logic, it's called rationalizing.  We all do it.

Many years ago I pulled into a Mercedez-Benz dealer.  The car I had was old and I felt I needed something to project a successful image.  What do you suppose was the first thing the salesman did?  He let me sit in it to get emotionally attached.  Then he encouraged me to take it for a ride.  By the time I got back, I was in love with that car.  I had to have it.

Here's where today's lesson comes in - I was a single Dad with two children.  The car was a two-seater convertible.  Despite that, I found I was trying to convince myself it would work with those two youngsters. (They could sit in each other's lap, or one on the floor, etc).  I was rationalizing hard to find a way to get that car.

Your prospect is no different.  So even though your marketing materials may grab attention based on emotional appeals, there has to be logical information included in order to give your prospect sufficient justification for the purchase.  Rarely will just logic and facts make a sale, but they are crucial to justify the buying decision in the mind of the new customer.

Marketing material without sufficient facts to back up your product's claim is nothing more than hype.  And hype takes a one-way ride to marketing's graveyard.