Communication is emotion
Just imagine...a first-time mother babbling to her new-born baby. Although the baby can't speak a word, they are perfectly tuned into each other.
How do you mean rational?
Whichever way you look at it, communication is emotion. What, you don't think so? The big beer brands' commercials prove it is alright. Each clip has emotions of companionship bubbling to the surface and the viewer is tempted to make a purchase without even realizing. Not a drop of information on which you can base a rational decision. Or are you a woman? In that case, treat yourself to Chanel No. 5's tear-jerking commercial, in which Nicole Kidman sweeps women off their feet in a story about romance, thus sensitively packaging a well conceived message. How do you mean rational?
Right in the heart
Time and time again, marketing research shows that we react all but rationally to communication. Any individual exposed to whichever stimuli, will experience emotions first. A decision to purchase isn't rational but emotional. Put yourself in your client's place, tune in to his emotions and you've got him...or her! From a very early age I have always had a keen sense of what moves people and I have the courage to let my imagination go all the way. Now, as a copywriter I get under your client's skin and write images that hit your client right in the heart.
Wim Beunderman
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06 245 44 691