As copywriters, part of our job is to understand our audience.
What makes them agree or disagree with what you write? What makes them form opinions about our products or services? What makes them buy?
We need to understand this, because the decisions people make, and the opinions they hold, are hardly ever based on careful, rational thinking.
We all like to think we form opinions and make decisions in a purely rational way, but we don’t.
As an example of how we avoid thinking too carefully, let’s take a look at…
Cause, Effect and Simple Answers.
Humans have a deep-seated desire for everything to make sense. If something happens, we immediately want to know why. What was the cause?