Writing Simplified: Head to Heart to Hand

Want to write persuasive copy? The basic formula is pretty simple. First, identify the logical reasons someone (need to know who you are talking to and what they already think/believe/know) should buy your product/service versus the alternatives. Second, figure out what emotional need it fulfills/overcomes. Maybe it’s fear of making a bad decision. Maybe it’s love of family. Or just wanting someone to understand their frustration. The third step is the hardest: Figure out how to express your solution in a way that resonates with your audience. Most important: make it believable and authentic to the brand experience that they have (or will) encounter. That’s all there is to it. Head to heart to hand. But that’s a lot.