People make buying decisions based on emotion, not logic. University of Southern California professor of neuroscience Antonio Damasio has shown that people with a damaged pre-frontal cortex (the brain area responsible for emotion) cannot make decisions, even if they know the logical pros and cons. People may need what you are selling, but more importantly, they must want it. This is where emotional selling comes in. One way to connect with readers is to make them feel like they belong to an exclusive group. This does not work equally well for all customer audiences or products.
Company-centric copy uses "we," "us," and "our." It talks about things from the company's point of view. The problem is, most consumers don't care about the company's viewpoint. They care about solving their own problems. Customer-centric copy allows you to write about yourself as long as it is within the framework of helping your customers. There will be a bigger emphasis on "you," "your," and "yourself.
