Don't Reason With Your Visitor

It is rare to find a "Did It In House" website that does not attempt to present logical evidence for using the company's product or service.

The right approach is to focus on the Wants, Dreams and Pains of your prospect.

If a guy wants to buy a diamond for a gal - Which do you think is foremost in his mind: Logic or Emotion?

Well, believe it or not, many purchases of services and products are based on Alleviating Pains, Fulfilling Dreams and Acquiring Wants.

Jennifer Horowitz wrote "Add Emotional Impact To Your Content."