Do you know how most buying decisions are made? Logic, right? It seems logical that it would be logic.

But, in fact, it’s emotion. Emotion—which is housed in a totally different part of the brain than logic—is responsible for that gut decision. Emotion is responsible for that feeling you get that says, “Yes, this is so right!” (Or, “wait a minute, this is totally wrong!”) Logic leads you to a place, but emotion is the real lasso.

That’s why your marketing—especially your web site copy—has to have both. We usually get the logic part right, with impressive lists of features and benefits, and detailed descriptions of our offerings and how we’re better/cheaper/faster. But too often, we miss the emotional X-factor. We miss it because we forget to say the things we really mean, and we forget to tell a story.

In this free call, “The Emotional X-Factor:  5 Tips for Writing Web Copy That Connects,” business coach Darla LeDoux interviews copy strategist Judi Ketteler about how to make that emotional X-factor work for you. You’ll learn a framework that helps you reach your ideal client, including why story always matters, and what it means to tell your story. Listen in, and you’ll find out:

• How to tap into the emotional X-factor in a genuine way.
• How to craft a message that your ideal client will hear.
• How to identify and use the pieces of your story on your web site.

Listen to the call here!