Emotionless Copywriting: The Decision-Making Shortcut To Sell

Everywhere you turn there's a new article about "emotional" selling, copywriting, or marketing. Shortcut the process with logic and decision-making.

"Breaking news, people make emotional purchases..." yea, yea, yea.


Anyone who has so much as read a book on copywriting or marketing will know this.

But like most branding and marketing, there are very few rules set-in-stone. Many people will tell you otherwise. Probably because it supports their product or service that they offer.

The real truth - shit changes... all the time.

Changing markets, trends, and standing out could be another article on its own.

Here's what you need to know:

People do make some buying decisions based on emotion. And it's helpful to learn how to adapt this to your marketing.

But, don't have tunnel vision. Don't be like most people who follow marketing advice and just do what the next article says. Stay hungry, stay open, and think beyond the box.

Use this article as an example. Expand your thinking while learning something new...

People and Their Decisions

Most people don't want to make decisions. And if they have to make a decision, then they fear the responsibility for the outcome.

But these same people will tell you otherwise. They'll say they want options. But what they really mean, and what they really feel, is the desire to be in control - without the consequences.

These people are your prospects. These people are confused. And with the right approach in your marketing, you will un-confuse them.

You will shortcut their decision-making process with simple logic.

You can relieve their frustration, give them control, and sell your stuff.


Recently, I was reading Chip and Dan Heath's book "Decisive." They talk about a decision making obstacle called 'narrow framing.'

This is basically like having tunnel vision where you see very few options - usually only two. Also termed binary thinking. This or that. Yes or No. Stay or Go.

This can occur naturally when people are faced with a decision.

There's Two Sides To This Logical Shortcut

On the one hand, having this tunnel vision or binary thinking makes the decision easier on the person because there's only two choices. Rather than having to decide about numerous options, each with different variables and multiple outcomes, their mind simplifies it and narrows the focus to just a couple options.

On the other hand, they are restricting their ability to make a fully, well-thought out decision. There are options or variables that they may not consider because their vision is narrowed.

As you can see there are pros and cons to this decision-making obstacle.

Here's an experiment for you to try:

As you write marketing material for your audience, you can shortcut (or 'hack' for the trendy people) their decision making process by addressing this binary thinking.

To do this, take your product or service and drill down to a core benefit that they'll achieve from buying it. Then simply state that they can either get the benefit with your offering, or they continue to miss out.

You can see an example of this shortcut, but with a slight variation that's twice as effective (see below for example).

People are often their own worst enemy. They complicate things that don't need complicating.

They procrastinate, fear prevents them from moving forward, which then leads to feeling of regret months or years later. I speak from experience.

Consider another approach.

If your product or service actually serves people, then you're expediting the benefits for them.

So remember, they don't really want a ton of options. Make your copy and messaging align with what they already want. And help them get the benefits quicker through your business.

Simple. You can either try this in your own marketing, or not.

See an example of a decision-making shortcut that's twice as effective. Enter your email below: